People talk about their health online all the time, sharing symptoms, frustrations, treatments, and everyday experiences on platforms like Twitter, Reddit, TikTok, and beyond.
For healthcare marketers, all of this unfiltered conversation is a goldmine of insights. But the real challenge? Knowing how to listen and make sense of it all. That’s where social listening comes in. Tools like Infegy Starscape make it easy to explore millions of conversations, helping you find the patterns, people, and pain points that matter most. By analyzing real-time conversations across the internet, marketers can uncover what people actually care about, then tailor messaging, timing, and strategy to match.
In this blog, we’ll walk through how social listening can reveal powerful consumer insights, using allergy-related data as an example. Let’s get started!
Let’s start with the big picture: when are people talking about allergies?
Figure 1: Posts About Allergies Across Social (June 2022 through June 2025); Infegy Social Dataset.
We used a really broad search query to start our research off. We find that starting off general allows researchers and analysts to see the whole picture around a particular discussion topic, before diving into interesting segments. Figure 1 reflects this broad search of the hundreds of millions of “allergy” mentions across our whole universe of social data.
Allergies are incredibly seasonal, especially in the U.S. Our social data shows a clear trend: allergy conversions peak in April and May, right when pollen counts soar, and then drop off during the summer and winter months.
Here we see a seasonal trend pattern, a common phenomenon we’ve written about before in our detecting food trends blog. This makes a lot of sense: much of our post volume comes from the United States. Allergies (in the majority of the United States) surge and peak in April and May, then decline as the summers move on. Over the last 3 years, we see roundish spikes around the mid-late spring with declines in the summer and winter.
Why this matters to marketers: Spotting these seasonal spikes means you can time your campaigns when people are actively searching for relief, making your message more relevant and likely to drive action. Additionally, you can also gauge how early allergy season compares with last years’: this will allow you to plan out advertising spend instead of just blindly flinging money at a potential problem in hopes of finding a solution.
Of course, it’s not just about when people are talking. It’s also about what they’re talking about.
Figure 2: Topics Associated With Allergy-Related Conversations (June 2022 through June 2025); Infegy Social Dataset.
To dig deeper, we can use topic clustering tools that group related conversations together. We love clustering topics because it gives words more context in how they appear.
Figure 3: Topic Tree Map With Allergy-Related Conversations (June 2022 through June 2025); Infegy Social Dataset.
Here’s what stands out:
These themes give marketers real-time insight into what allergy sufferers are dealing with, and what kind of support they’re seeking.
Now that we know what people are saying, the next step is understanding who’s saying it.
Using Infegy’s AI Personas, we analyzed millions of allergy-related posts to uncover distinct audience groups based on bios, behaviors, and shared topics. These personas go beyond basic demographics, they reveal how identity, health conditions, and daily experiences shape people’s conversations about allergies.
Here are three standout groups marketers should pay attention to:
Figure 4: LGBTQ+ Persona Within Allergy Conversation (June 2022 through June 2025); Infegy Social Dataset
This group often talks about allergies alongside topics like chronic illness, ADHD, and autism. Their conversations reflect a deeper emotional layer, one shaped by the challenges of navigating health systems that may not always feel inclusive or supportive.
Despite the recent backlash against DEI, we found that folks still value diversity. Inclusive language and representation matter. Consider messaging that acknowledges diverse health journeys and avoids one-size-fits-all assumptions. These consumers are likely to appreciate brands that reflect their identity and advocate for accessible, empathetic care.
Figure 5: Chronically Ill and Symptom Sharers Persona Within Allergy Conversation (June 2022 through June 2025); Infegy Social Dataset
Allergies are just one of many overlapping health concerns for this group. They regularly discuss specific diagnoses and symptoms, often seeking advice or community support. Their sentiment is lower than average, signaling frustration or fatigue with current treatment options.
Messaging should acknowledge the complexity of managing chronic health. Highlight practical benefits like long-term relief, ease of use, or fewer side effects. This audience may also respond well to educational content or community-building efforts that validate their experiences.
Figure 6: Neurodivergent and Symptom Sharer Persona Within Allergy Conversation (June 2022 through June 2025); Infegy Social Dataset
For these users, allergies may manifest differently, especially when sensory sensitivities or overlapping diagnoses are present. They often express needs that aren’t met by conventional healthcare approaches. Often, in this persona, we see people who don’t trust the medical system at large, making them a tricky patient population. Their sentiment is among the lowest, indicating significant frustration or feeling overlooked.
Accessibility and clarity are key. Use simple, direct language in your campaigns, and offer solutions that speak to sensory comfort (e.g., scent-free, non-irritating products). This group is also more likely to value brands that show awareness of neurodiverse needs.
Understanding personas like these helps marketers create messaging that feels personal, not generic. It’s the difference between saying “this helps allergies” and saying “this helps your kind of allergy problem.”
So far, we’ve looked at when people talk about allergies, what they say, and who’s saying it. Now it’s time to ask the most important question: How can marketers use this information to make better decisions?
That’s where social listening really shines, it doesn’t just tell you what’s trending, it shows you how to take action.
Here’s how you can apply what you've learned:
We saw clear seasonal patterns: allergy-related posts spike in April and May. That means people are actively searching for solutions during those months.
What to do with this:
Not every allergy sufferer is the same. Some are managing multiple chronic conditions. Others are navigating allergies through the lens of neurodivergence or LGBTQ+ identity. These personas reveal emotional tone, health goals, and even language preferences.
What to do with this:
Social listening provides more than just themes; it gives you the exact words people are using. That makes your marketing feel authentic and relevant instead of scripted or salesy.
What to do with this:
When you listen to what people are saying, you get insights no survey or focus group can match. Social listening turns real-time chatter into actionable strategy, perfect for healthcare marketers trying to connect with allergy sufferers.
With platforms like Infegy Starscape, you can explore millions of conversations, build accurate personas, and time your campaigns to hit when they matter most.
Whether you’re launching a new allergy medicine or just refreshing your messaging, listening is the smartest first move.
Schedule a demo with us to learn more about how Infegy Starscape can boost your insight game.
Use Social Listening to Spot Trends: Tools like Infegy Starscape reveal when and why people talk about health issues, like allergy spikes in spring, so you can time campaigns effectively.
Tailor Messaging to Real Personas: Different groups (e.g., LGBTQ+, chronically ill, neurodivergent) have unique concerns. Personalized messaging based on these personas builds stronger connections.
Speak the Consumer’s Language: Pull language directly from online conversations to make your marketing feel authentic, relevant, and trustworthy.