Health 2.0: Social media as the central nervous system for learning about epilepsy

This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy.

Health 2.0: Social media as the central nervous system for learning about epilepsy

Niels SchillewaertVlerick Leuven Gent Management School; and ForwaR&D Lab, InSites Consulting, Belgium

Annelies VerhaegheForwaR&D Lab, InSites Consulting, Belgium.

Rudi Van CampenhoutGlobal Operations-Marketing Excellence, UCB Pharma, Belgium.

René HansenMarketing and Access innovation, UCB Pharma, Belgium.

THE LIMITATIONS OF TRADITIONAL MARKET RESEARCH

Every year, companies spend over 32 billion U.S. dollars on market research worldwide. More than 95% of this money is spent on some form of traditional research, based on interviewing (ESOMAR 2009). Undoubtedly, such research is valuable. But do we really listen to...

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