This document discusses how social media can be used as a patient research resource. It provides examples of initiatives that analyze social media for healthcare insights and Trufflenet Health case studies on specific diseases. The case studies examine key topics, influencers, sentiments and unmet needs discussed on social media by patients and healthcare professionals. They find social media can provide insights into patient journeys, risk factors, treatments and more. Contact details are provided for further information.

1. The Voice of the Patient
Delivering healthcare insights from
social media

2. The Voice of the Patient
1. The potential for social media as a
patient research resource
2. Some industry initiatives
3. Trufflenet Health case studies

3. What Social Media is good for
Listening Talking Supporting Energising Embracing
Develop-
Research Marketing Support Sales
ment
Source: Li, Charlene and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies, Copyright 2008 Forrester Research, Inc.

4. Some basic questions
Do healthcare
professionals and patients
talk online …?
Can those comments Will that analysis
and conversations be deliver actionable
found and analysed? insights?

5. Answers from Latin America
Growth in conversations about a specific
disease on social media

6. Why listen to Social Media?
Understand Find
audiences influencers
Understand Patient Crisis
markets Journey monitoring
Evaluate Reputation
campaigns management

7. When to listen to Social Media
Ph I Ph II Ph III Pre- Ph IV
Pre-Clin Launch
YEAR 10 22
R&D Launch Patent Expiry
Understanding
the market Protecting
the brand
Shaping
the product

8. Industry
Initiatives

9. Who is doing what?
healthmap.org mines news websites, government
alerts, eyewitness accounts, for illness outbreaks
reported around the world
9

10. Who is doing what?
MappyHealth
Condition: Pertussis
Social Noise Zone

11. WHO IS DOING WHAT
11

12. Who is doing what?
National Science Foundation

13. Case
Studies

14. Case Study 1: Patient Journey
Understand
Horses for Courses markets
Find
influencers
Engage & Influence
Evaluate
campaigns
Market Comparison &
Patient
Journey
Evolution

15. Case Study 1: Patient Journey
online discussions during the lifecycle of
the disease
Treatment
Diagnosis Side
Effects
Facebook
Healthcare forums /
Symptoms Quality of
Life
Social
Prevention media: Healthcare forums / Unmet
and Risk Twitter / Facebook
patient Twitter Needs
Factors
journey
Sentiment Key: Very negative Negative Neutral Positive Very positive

16. Case Study 1: Patient Journey
Monitoring volume of patient, social media
conversations, pre and post awareness
campaign
Volume of other campaign conversations
20
18
16
14
12
10
8
6
4
2
0
N = 105

17. Case Study 2: Neurology
Understand
Key Channels/Sites markets
Find
Patients, Care Givers & influencers
HCPs Understand
audiences
Treatments
Sentiment
Unmet Needs

18. Case Study 2: Neurology
Top Risk Factors Manganese steel
Age Elderley and middle age onset
Tea and Coffee
Hereditary / Genetic susceptibility
Insomnia
Carbonated beverages
Natural pesticides
n=392 Managing diet

19. Case Study 2: Neurology
Preventative Diet - apples and blueberries
Measures
Omega-3 fatty acids
Red wine in moderation
Avoiding garlic and curries
Drinking coffee
Regular neurological check ups
n=129 Meditation / Tai Chi

20. Case Study 3: Dermatology
Understand
Key Opinion Leaders markets
Find
influencers
Unmet Needs
Understand
audiences
Market Comparison
Everything hurts.
#HidradenitisSuppurativa I
hate you.

21. Case Study 3: Dermatology
Conversation by Country
Other countries 24.0%
Netherlands 0.70%
Australia 0.80%
Canada 1.30%
United Kingdom 3.80%
United States 69.40%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
n=1000

22. Case Study 3: Dermatology
Conversation by Twitter 28.30%
Platform
Forums 24.20%
Blogs 16.10%
General 17.20%
YouTube 9.30%
Facebook 3.40%
Flickr 1.00%
n=1000 News 0.50%

23. CONTACT DETAILS
Kevin Savage Janet Gunner
@K9Savage Trufflenet Health
Kevin.savage@trufflenet.com
12 Suffolk Street
London
SW1Y 4HG
T: +44 (0) 20 7812 6565
E: info@trufflenet.com
E: janet.gunner@trufflenethealth.com
www.trufflenet.com/health