Report Summary
Migraine: A Review of Health-Minded Consumers and HCP Social Media
Apr 1, 2023
Background
Migraine is one of the world’s most common health conditions and its most common neurological disease. Roughly 39 million people in the United States and 1 billion people worldwide have migraine. This makes migraine the third most common illness in the world. Migraines impact 18-20% of women (1 in 5) and 6% of men (1 in 16) in the United States and they are also fairly common in children. Only one out of three people actually talk to their doctors about their headaches.¹
Method
KNIGHTLABS conducted a topic-based social media analysis employing both qualitative and quantitative methods. In the planning and design phase, an exhaustive list of keywords, URLs, and hashtags was developed, refined through a brief search process. Testing was conducted to validate potential data and determine the study window, collecting 6 months of historical data from January to June 2022. Filters for social listening were created to focus on the target audience and therapeutic areas, requiring trial and error for refinement. This methodical approach ensures the reliability and relevance of the collected data for a robust analysis.
Topic Highlights
Trending Topics:
Economic impact: Migraine disorders are a leading cause of morbidity and decreased economic productivity in the US among both men and women².
Stigma: There were trending conversations on increasing awareness and changing people’s perceptions of migraine to reduce the stigma.
Migraine management: Medical gaslighting is very common with diseases like migraine for a host of reasons.
Women at higher risk: Migraine is more prominent in women than in men.
Medication: There were several trending topics related to medication in treating migraine.
Treatments: Discussions on various treatments based on type of migraine, severity, and frequency of episodes.
¹What is Migraine? Symptoms, Causes, Diagnosis, Treatment, and Prevention; Everyday Health; By Brian P. Dunleavy; Medically Reviewed by Jason Paul Chua, MD, PHD, June 2022
²Shauly O, Gould DJ, Patel KM. The Public's Perception of Interventions for Migraine Headache Disorders: A Crowdsourcing Population-Based Study. Aesthet Surg J Open Forum. 2019 Apr 2;1(2):ojz007. doi: 10.1093/asjof/ojz007. PMID: 33791603; PMCID: PMC7670936.
Audience segments
84 authors were identified in this research. The figure below illustrates the audience segmentation of the identified authors.
Key Takeaways
Audience
Health-minded consumers were the largest audience segment and led the online conversation on migraine yet preferred to share content from experts and peers.
Although organizations had the highest number of followers, their content did not connect with the audience, resulting in low engagement rates. This indicates that there is potential for both the industry and organizations to offer content that is better suited to the preferences of their consumers.
HCPs were not as active, but their content was the most engaging.
Engagement
HCPs posted the most engaging content that was liked and shared by their followers (mainly health consumers).
This engagement focused on various studies that have shown consistent findings regarding the stigma associated with migraines and the pressing need to address it. Healthcare providers followed their patients and frequently shared their stories and struggles with migraines through retweets.
Format
Twitter communities and #Migraine Chats were an important online format for patients and advocates to discuss treatments, share management tips, and learn from expert guests.
HCPs were data-driven, preferring evidence-based publications, and clinical trials.
Health-minded consumers preferred short videos and reading material.
Platform Channels
Twitter was the most popular social media platform and was highly utilized by all segments.
Instagram and Facebook were channels utilized primarily by health consumers and organizations.
Sermo was a popular channel among HCPs.
Google, Medscape, and LinkedIn were the most popular resources for providing information related to migraine.
Unlock Deeper Insights with Our Migraine Report!
Discover the pivotal takeaways from our Migraine Report, shedding light on the significant impact of migraine in the US. Gain a strategic advantage in navigating the migraine landscape by reaching out to us for an in-depth understanding and actionable insights. Contact us now to unlock the full potential of our migraine report.
For tailored research solutions, connect with us at www.klabs.com or call us at +1 855-570-3646.
Background
Migraine is one of the world’s most common health conditions and its most common neurological disease. Roughly 39 million people in the United States and 1 billion people worldwide have migraine. This makes migraine the third most common illness in the world. Migraines impact 18-20% of women (1 in 5) and 6% of men (1 in 16) in the United States and they are also fairly common in children. Only one out of three people actually talk to their doctors about their headaches.¹
Method
KNIGHTLABS conducted a topic-based social media analysis employing both qualitative and quantitative methods. In the planning and design phase, an exhaustive list of keywords, URLs, and hashtags was developed, refined through a brief search process. Testing was conducted to validate potential data and determine the study window, collecting 6 months of historical data from January to June 2022. Filters for social listening were created to focus on the target audience and therapeutic areas, requiring trial and error for refinement. This methodical approach ensures the reliability and relevance of the collected data for a robust analysis.
Topic Highlights
Trending Topics:
Economic impact: Migraine disorders are a leading cause of morbidity and decreased economic productivity in the US among both men and women².
Stigma: There were trending conversations on increasing awareness and changing people’s perceptions of migraine to reduce the stigma.
Migraine management: Medical gaslighting is very common with diseases like migraine for a host of reasons.
Women at higher risk: Migraine is more prominent in women than in men.
Medication: There were several trending topics related to medication in treating migraine.
Treatments: Discussions on various treatments based on type of migraine, severity, and frequency of episodes.
¹What is Migraine? Symptoms, Causes, Diagnosis, Treatment, and Prevention; Everyday Health; By Brian P. Dunleavy; Medically Reviewed by Jason Paul Chua, MD, PHD, June 2022
²Shauly O, Gould DJ, Patel KM. The Public's Perception of Interventions for Migraine Headache Disorders: A Crowdsourcing Population-Based Study. Aesthet Surg J Open Forum. 2019 Apr 2;1(2):ojz007. doi: 10.1093/asjof/ojz007. PMID: 33791603; PMCID: PMC7670936.
Audience segments
84 authors were identified in this research. The figure below illustrates the audience segmentation of the identified authors.
Key Takeaways
Audience
Health-minded consumers were the largest audience segment and led the online conversation on migraine yet preferred to share content from experts and peers.
Although organizations had the highest number of followers, their content did not connect with the audience, resulting in low engagement rates. This indicates that there is potential for both the industry and organizations to offer content that is better suited to the preferences of their consumers.
HCPs were not as active, but their content was the most engaging.
Engagement
HCPs posted the most engaging content that was liked and shared by their followers (mainly health consumers).
This engagement focused on various studies that have shown consistent findings regarding the stigma associated with migraines and the pressing need to address it. Healthcare providers followed their patients and frequently shared their stories and struggles with migraines through retweets.
Format
Twitter communities and #Migraine Chats were an important online format for patients and advocates to discuss treatments, share management tips, and learn from expert guests.
HCPs were data-driven, preferring evidence-based publications, and clinical trials.
Health-minded consumers preferred short videos and reading material.
Platform Channels
Twitter was the most popular social media platform and was highly utilized by all segments.
Instagram and Facebook were channels utilized primarily by health consumers and organizations.
Sermo was a popular channel among HCPs.
Google, Medscape, and LinkedIn were the most popular resources for providing information related to migraine.
Unlock Deeper Insights with Our Migraine Report!
Discover the pivotal takeaways from our Migraine Report, shedding light on the significant impact of migraine in the US. Gain a strategic advantage in navigating the migraine landscape by reaching out to us for an in-depth understanding and actionable insights. Contact us now to unlock the full potential of our migraine report.
For tailored research solutions, connect with us at www.klabs.com or call us at +1 855-570-3646.
Background
Migraine is one of the world’s most common health conditions and its most common neurological disease. Roughly 39 million people in the United States and 1 billion people worldwide have migraine. This makes migraine the third most common illness in the world. Migraines impact 18-20% of women (1 in 5) and 6% of men (1 in 16) in the United States and they are also fairly common in children. Only one out of three people actually talk to their doctors about their headaches.¹
Method
KNIGHTLABS conducted a topic-based social media analysis employing both qualitative and quantitative methods. In the planning and design phase, an exhaustive list of keywords, URLs, and hashtags was developed, refined through a brief search process. Testing was conducted to validate potential data and determine the study window, collecting 6 months of historical data from January to June 2022. Filters for social listening were created to focus on the target audience and therapeutic areas, requiring trial and error for refinement. This methodical approach ensures the reliability and relevance of the collected data for a robust analysis.
Topic Highlights
Trending Topics:
Economic impact: Migraine disorders are a leading cause of morbidity and decreased economic productivity in the US among both men and women².
Stigma: There were trending conversations on increasing awareness and changing people’s perceptions of migraine to reduce the stigma.
Migraine management: Medical gaslighting is very common with diseases like migraine for a host of reasons.
Women at higher risk: Migraine is more prominent in women than in men.
Medication: There were several trending topics related to medication in treating migraine.
Treatments: Discussions on various treatments based on type of migraine, severity, and frequency of episodes.
¹What is Migraine? Symptoms, Causes, Diagnosis, Treatment, and Prevention; Everyday Health; By Brian P. Dunleavy; Medically Reviewed by Jason Paul Chua, MD, PHD, June 2022
²Shauly O, Gould DJ, Patel KM. The Public's Perception of Interventions for Migraine Headache Disorders: A Crowdsourcing Population-Based Study. Aesthet Surg J Open Forum. 2019 Apr 2;1(2):ojz007. doi: 10.1093/asjof/ojz007. PMID: 33791603; PMCID: PMC7670936.
Audience segments
84 authors were identified in this research. The figure below illustrates the audience segmentation of the identified authors.
Key Takeaways
Audience
Health-minded consumers were the largest audience segment and led the online conversation on migraine yet preferred to share content from experts and peers.
Although organizations had the highest number of followers, their content did not connect with the audience, resulting in low engagement rates. This indicates that there is potential for both the industry and organizations to offer content that is better suited to the preferences of their consumers.
HCPs were not as active, but their content was the most engaging.
Engagement
HCPs posted the most engaging content that was liked and shared by their followers (mainly health consumers).
This engagement focused on various studies that have shown consistent findings regarding the stigma associated with migraines and the pressing need to address it. Healthcare providers followed their patients and frequently shared their stories and struggles with migraines through retweets.
Format
Twitter communities and #Migraine Chats were an important online format for patients and advocates to discuss treatments, share management tips, and learn from expert guests.
HCPs were data-driven, preferring evidence-based publications, and clinical trials.
Health-minded consumers preferred short videos and reading material.
Platform Channels
Twitter was the most popular social media platform and was highly utilized by all segments.
Instagram and Facebook were channels utilized primarily by health consumers and organizations.
Sermo was a popular channel among HCPs.
Google, Medscape, and LinkedIn were the most popular resources for providing information related to migraine.
Unlock Deeper Insights with Our Migraine Report!
Discover the pivotal takeaways from our Migraine Report, shedding light on the significant impact of migraine in the US. Gain a strategic advantage in navigating the migraine landscape by reaching out to us for an in-depth understanding and actionable insights. Contact us now to unlock the full potential of our migraine report.
For tailored research solutions, connect with us at www.klabs.com or call us at +1 855-570-3646.
