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Improving UK cardiovascular health equity strategies using social data

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 UK.  This included discovering how, why and when to use demographics from social data. Upon completion the analysis will be extended to the US (releasing soon).

What We Did: We analysed 669k 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, age, income, region and city level 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 or city 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, income, location and age, to address health inequalities.

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



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