1© GfK Belgium | The Voice of the Patient | Febelmar

The Voice of the PatientSocial Media Research for the Healthcare industry

GfK Belgium, Febelmar, 2 February 2017

2© GfK Belgium | The Voice of the Patient | Febelmar

We don’t need

no education

... but there’s

thought control

3© GfK Belgium | The Voice of the Patient | Febelmar

4© GfK Belgium | The Voice of the Patient | Febelmar

If we would

listen to you,

but only on

Social Media

... what would

we miss?

5© GfK Belgium | The Voice of the Patient | Febelmar

To seduce

most anyone

ASK FOR and

LISTEN TO his

opinionMalcolm Forbes

6© GfK Belgium | The Voice of the Patient | Febelmar

Reinforcing the brand’s presence in the diabetes

market by offering new products & services

Business case

7© GfK Belgium | The Voice of the Patient | Febelmar

?

?

Identify and quantify where the diabetic

consumer suffers from to develop a new

product offer

Which of these pains and

inconveniences should be used for

marketing-communication purposes?

The diabetic

consumer

Crest and the Crest logo are registered trademarks of Proctor & Gamble

A strategic project where we used social

media analysis to identify burdens and

diabetic co-morbidities

!

8© GfK Belgium | The Voice of the Patient | Febelmar

The Mobile Survey: ASKING

Diary via a mobile app about

day-to-day problems

Log each inconvenience you

experience in the moment

Final survey to determine the

importance and memorability

of each inconvenience

The Social Media: LISTENING

Tracking of Social Networks,

Forums, News site comments ...

Which pains are driving (social)

conversations?

Which inconveniences receive the

most attention and sympathy?

9© GfK Belgium | The Voice of the Patient | Febelmar

Integrating mobile survey and social media data via

corresponding metrics to enrich, explain and predict KPIs

Theme &

Sentiment

Coding

WE ASK

Brand

Image

WE LISTENRelation-

ship

Signals

Brand

Relation-

ships

Action

Signal

Action

Signals

Purchase

Behavior

10© GfK Belgium | The Voice of the Patient | Febelmar

Tracking and coding different public channels in 6 countries(avg. 1500 posts / country)

DIABETES

Quality of

Life

OTC

Products

Monitoring

Devices

Financial

Aspects

Prescription

Drugs

Prevention/

Rehab

Complaints

…

Foot

Digestive

Eyes

Kidney &

Urinary

Vitamin Needs

Respiratory &

Smoking

Sexual, genital

Psychological

Weight

Cardio-Vascular

Dental

Joint Pain

...

Forum

Facebook Twitter Forums Blogs Pinterest Google+Videos

YouTubeNews …

11© GfK Belgium | The Voice of the Patient | Febelmar

Topics

Companies

Patients

Main

Channels

Topics

Complaints

Who is driving

the conversation,

where?

ComplaintsMain

channels

12© GfK Belgium | The Voice of the Patient | Febelmar

Which country

specific results did

we see?(France)

Financial Aspects,

Prescription Drugs

OTC Products,

Monitoring Devices

Complaints related

to diabetics

13© GfK Belgium | The Voice of the Patient | Febelmar

What are diabetics

talking about?(USA)

7%22%

12%

8%

Complaints

Almost 100% negative

sentiment

Cardiovascular

Kidney & urine

Foot problems

14© GfK Belgium | The Voice of the Patient | Febelmar

What are diabetics

experiencing?(mobile diary)

General pains,

sleep issues,

digestive problems

(almost) daily

Vision, dental and

foot problems

weekly

15© GfK Belgium | The Voice of the Patient | Febelmar

The Mobile Survey: ASKING

Complaints on mobile survey

About 1/5 diabetic patients

reports cardio-vascular

problems; other issues are

reported to a higher extent

The Social Media: LISTENING

Complaints on FB

Cardio-vascular problems is

the complaint most talked

about in social conversations

16© GfK Belgium | The Voice of the Patient | Febelmar

COMBINING SOCIAL

MEDIA AND MOBILE

RESEARCH

ENRICHED outcomes via qualitative interpretation of the comments

UNDERSTANDING which topics are driving conversation and brand image

IN-THE-MOMENT feedback on pains and suffering from diabetes

17© GfK Belgium | The Voice of the Patient | Febelmar

3 things we learned

from our “Voice of

the Patient” about

Social Media

Research

… it’s not,

for gen pop

Do not get trapped

in discussions on

representativity

Integration

is key… to

overcome

descriptive

analysis

… to go

beyond buzz &

sentiment

Implement

qualitative

coding

18© GfK Belgium | The Voice of the Patient | Febelmar

Questions?

GfK Belgium | Arnoud Nobelstraat 42, 3000 Leuven | T +32 16 74 24 24 | F +32 16 74 24 01 | info.be@gfk.com