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Understand the social technographics of Digitas Health Social Media POV

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Understand the social technographics of your customers
Lonely Fellow Sufferers Misery Loves Company

Misery Loves Company
These patients who are managing
difficult, chronic problems stand to
Diabetes Cancer Obesity
benefit most from social media,
Depression/
anxiety because they are also likely to
connect with and support one
Other mood disorder another online
Sleep disorder
High cholesterol Migraine
Chronic pain Lonely Fellow Sufferers
Social Benefit*




These patients, whose
Arthritis Skin disorder participation in social media is
below average could benefit but
don’t share online
HTN GI Asthma
Other PUD
Connectors Who Don’t Care
Osteoporosis Walking Disability
These patients willingly connect
Other CV for non-health reasons…but not
Allergies about their health problems.
GU ED
CHF
The Disconnected
This group is likely neither to seek
fellow disease sufferers nor to
Thyroid Condition realize significant benefit from




© 2009 DIGITAS HEALTH
doing so

The Disconnected Connectors Who Don’t Care

Social Participation†
18 10/20/2009 CAPCPR
SOURCE: Forrester Research, North American Technographics Benchmark Survey, 2008
*Based on a Forrester score for emotional and behavioral value of social support
†Percent of consumers participating in some form of social media at least monthly

Published in: Business, Technology
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