Skip links

On-Demand Webinar: Using Social Listening to Map the Patient’s Emotional Journey

  • “How do patients perceive their treatment options and what matters most to them?”
  • “Why do some patients become non-adherent or switch from one treatment to another?”
  • “How can we identify and break through treatment adoption barriers?”

Find the answers to your key business questions through Patient’s Emotional Journey Analysis. Learn how Convosphere’s patient-centric, multilingual social listening can be used to map the patient’s emotional journey across markets and therapy areas, and how this can provide researchers with a deeper understanding of the emotional impact of the disease and treatment. 

Download your free copy of the associated case study here.

Watch the webinar now

Submit your name and email address below and you'll be automatically redirected.

Overview of the Webinar

In this webinar, originally hosted by the BHBIA, Convosphere’s CEO Jackie Cuyvers explains how Patient Emotional Journey Analysis – conducted by experienced and native language pharma social listening analysts – uncovers the ‘why’ behind the sentiments, conversation themes and share of voice, and the emotional impact of the disease and treatments, to provide pharma brands with the insights needed to make strategic data-driven decisions.

Using a case study on Patient Emotional Analysis conducted on conversations around Multiple Sclerosis (MS) in the US by patients and caregivers, the webinar will guide you through:

Why Emotional Analysis Helps Pharma Brands Form a More Nuanced Understanding of the Patient Journey 

Questions answered in this section include:

  • How can social listening be used to map the patient’s emotional journey?
  • How can patient emotional journey analysis explain patient behaviour, such as drug switching, barriers to adoption and non-adherence?
  • How can emotional journey analysis give pharma brands an opportunity to understand the potential factors that could lead to a better quality of life for patients?
  • Why can’t even the most sophisticated social listening tools accurately uncover patients’ emotions?
[Macro-level] What Patient Emotional Journey Analysis looks like

Questions answered in this section include:

  • How deep can patient emotional analysis go and what kind of actionable insights can you expect?
  • How can quantitative and qualitative analysis be combined to put patients’ emotions into the context of the dataset or therapy area?
  • How can the insights generated help pharma brands make strategic business decisions?
[Micro-level] MS case study: What a Patient Emotional Journey Analysis Treatment Deep-Dive looks like

Questions answered in this section include:

  • How are the patient’s emotions changing throughout the MS journey?
  • How does Patient Journey Emotional Analysis of MS help reveal perceptions of different treatment forms of the condition?
  • What is the value of patient and caregiver personas?
  • How can patient personas help pharma brands visualise their target audience to better understand how and why the treatment journey impacts MS patients differently?
  • How can these insights help pharma brands tailor their activation strategies?
How Convosphere Conducts Patient Emotional Journey Analysis

From the data collection and research groundwork through to the final report delivery, this section demonstrates the step-by-step methodology of Convosphere’s Patient Emotional Journey Analysis and why our unique approach to human-led analysis guarantees effective insights to drive impact.


The Limitations of Static Research Techniques

Focus groups and consumer surveys have traditionally been the go-to methods for pharmaceutical companies to gather patient insight. But in recent years, the industry has realised the need to adjust to the dynamic digital landscape. Patients, as well as caregivers, actively turn to social media and forums to connect with peers, share their experiences and to seek and offer advice.

It is in light of this shift from the passive to the empowered patient that pharma marketers have begun to supplement primary market research with, or even fully rely on, social listening as a research method to better understand patient perceptions and experiences through media monitoring.

How Pharma Researchers Can Use Social Listening

Companies that address the pain points and issues along the patient’s care pathway will reap the rewards in the long term. Social listening platforms are a great way for pharma brands to derive value from online patient conversation. They can help pharma researchers build a therapy area overview, track their brand share of voice against competitors, monitor stakeholder conversations and sentiment. They can even help build a treatment journey to pinpoint the conversation drivers of each stage. 

But to truly listen to the patients and learn from their experiences, pharma brands should never rely on automated tools alone. Instead, they need to recognise the need for human-led analysis. Because, after all, patients are individuals and so social media monitoring tools are, many times, unsuited to untangle the complexities of the human mind.

The Importance of Understanding Language Variation

With nearly 3.5 billion of us already online – a number set to double over the next decade with mainly non-English speakers from Africa, Asia and South America joining the social space – it’s vital to understand the variations in language by location. Social listening tools won’t necessarily be able to differentiate between dialects or pick up on tone, irony, idioms and topic-specific jargons.

Want to find out more about how Convosphere’s Patient Emotional Journey analysis can help you make strategic data-driven decisions to boost customer engagement success? Contact us today.