MiniMed (formerly Medtronic)
Using social listening to inform MiniMed’s future social strategy.
MiniMed (formerly Medtronic) partnered with Studio LDN to understand how diabetes is discussed online, and how the brand can play a more relevant, trusted role in everyday health conversations. What started as a social audit became an ongoing insight program.
The situation.
MiniMed had credibility and clinical leadership, but limited visibility into how people actually talk about diabetes across social platforms.
The objective.
To understand the unmet needs, motivations and sentiment of people living with diabetes and those who care for them, and how MiniMed could show up more relevantly.
The process.
We ran social listening across Australian social channels, forums and communities, benchmarked MiniMed against competitors and diabetes foundations, and audited its own channels and content. We mapped the audiences that matter most, from parents and carers to people researching their options.
We then moved into ongoing listening: tracking daily signals and weekly themes, and delivering a monthly insight report that turns what changed into specific actions, from content and channel priorities to creator partnerships.
This work is part of our brand research and audit and insight research practices. Read more about how we use social listening.
The result.
Research the team acts on. A reset social strategy, a campaign concept, channel plans for TikTok and Reddit, and monthly recommendations that keep the strategy current as conversations change.
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