Case study
Tracking digital peer communities to capture market dynamics and consumer behaviour in the obesity space
Need
As GLP-1 products emerged, it quickly became essential to learn about patient behaviour vis-à-vis these new treatments. However, recruitment for surveys was difficult in the early stages of rollout. On top of that, classical market research in the pharmaceuticals industry is restricted by heavy regulation. This often means sacrificing depth and nuance in surveys and interviews to avoid disguised promotion. An alternative approach to market insights was needed.
Solution
We tracked online peer communities dealing with health journeys around diabetes and obesity, gathering millions of personal accounts and stories. These provided rich and near-realtime insights into the lived experiences of people struggling with balancing health, lifestyle, and medication. From this unprecedented rally to medication message boards, we were able to characterise a completely new type of emerging healthcare recipient – the ‘consumer’ patient – and their needs.
Process
We used a combination of continuous social listening and machine learning techniques to map online discourse and reveal key themes and attitudes in peer community discussions that could never have been identified by conventional means.
Consumer insigths · Social listening
9
distinct peer communities tracked continuously over a 1-year period.
+1,000,000
posts recording lived experiences with obesity and/or diabetes.
Engagement patterns used as proxy for market dynamics and market share between competitors in the GLP-1 space.
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“I still think about that slide all the time.”
Lead Consultant, months after we delivered our key findings
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