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Identifying how US demographics from social data can inform health equity strategies

The Challenge: Across the world, inequality of access to healthcare is a major concern. Although health indicators such as life expectancy and infant mortality have improved for most, some minorities and groups experience a disproportionate burden of preventable disease, death and disability.


Our aim was to understand how to improve and manage cardiovascular health equity, using social data, in the US.  This included discovering how, why and when to use demographics from social data. 


What We Did: We analysed 4.96 Million social data-points, from the last 2 years across 18 cardiovascular condition areas, including heart attacks, hypertension, cardiomyopathy, and cardiopulmonary disease.


Using proprietary technology, we assured data relevancy, developed reporting presentations, analysed social & external data, and reviewed outputs to understand the potential of social demographics. 


This included comparing gender, race, age, income, economic region and state census demographics, total Twitter demographics and demographics of the cardiovascular patient journey from Twitter using the provider


Finally, we developed key recommendations to address each key insight.

The Results: Social data demographics, when combined with census data can produce valuable insights which can indicate which population segments such as a gender group, race or economic region should be the focus of strategies to improve care.


We developed 4 key findings and recommendations, for cardiovascular care overall, heart attacks, coronary heart disease and hypertension for gender, race, income, location and age, to address health inequalities.


If you are interested in finding out about the UK Cardiovascular Equity study visit our case study here:



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