Analyzing Online Conversations: What Social Media Can Teach Us about the Patient Journey
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Healthcare consumers are flocking to the social Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, meaning pharma has access to a wealth of consumer dialogues. Yet ‘listening' to patients doesn't mean we're hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about rheumatoid arthritis, along with the implications for brands across every disease category.
Jeff and Susan will use this example to answer questions about:
· What is the patient journey and how can it inform communications planning for pharma brands?
· How can online conversations help us understand the patient journey for a given disease?
· What are some common barriers to treatment, and how did we find them on the Web?
· How can brands identify knowledge gaps or myths and address them through patient education?
Susan Eno Collins, SVP, health education research and development, HealthEd
Jeff Greene, director of strategic services, social media, HealthEd
James Chase, Editor in Chief, MM&M
Sponsored by HealthEd