Uncovering the online dialogue on Women’s Health: A social intelligence study
Many women across Denmark, Norway and Sweden turn to social media to discuss their health experiences and seek advice from peers. In a self-funded study, Ipsos explored the trends, challenges and unmet needs related to health discussed online among women in Scandinavia using social intelligence.
Why do so many women turn to social media to discuss their health experiences? In the 12-month period of our analysis, a total of ~365k relevant posts were detected discussing women’s health online.
An overarching theme among women is the uncertainty of 'what is normal,’ and what symptoms should simply be accepted as part of womanhood.
This challenge is e.g. experienced in meetings with health care professionals, where many women experience that symptoms are linked to hormonal fluctuations, the reproductive system, or shrugged off as a mental issue leading to the women feeling dismissed or not taken seriously, potentially resulting in unnecessary symptom acceptance, repeated doctor visits and treatment delay.
Engaging in online discussions may thus be a way of seeking information, validation or discussing symptoms.
46.7% of Danish women have experienced not being taken seriously at their GP, compared to 29,2% of men. 58% among women aged 18-29.
At Ipsos Healthcare, we are committed to listening to people, uncovering blind spots, and building a bridge between people, healthcare professionals and the healthcare industry.
This commitment has driven us to run our own self-funded study exploring trends, challenges and unmet needs related to health discussed online among women in Scandinavia.
The research explores real-world experiences shared by women on online platforms utilizing our social intelligence solutions.
The report offers a holistic view into the challenges and opportunities in women’s health in Scandinavia, with a thorough detailing of five selected, important themes: cancer, gynaecological health, sexual health, reproductive health and mental health.
Download the report below.
Ipsos Synthesio
The analysis in this report was made through Ipsos Synthesio, our social intelligence analysis tool. Ipsos Synthesio was utilized to analyse the data and define common themes to provide both transversal and specific market insights.
Ipsos Synthesio supports user-centric decisions at scale by collecting, structuring, and analysing online conversations and behavioural signals.
Our platform helps brands collect, analyse, and visualize data from over 800 million sources across 90+ languages and 195 countries. With AI-powered tools for cleaning and processing digital data, we, and our clients, can track conversations, topics, influencers, and trends being discussed online.
