mPharmaHealth Twitter Sentiment Analysis

INTRODUCTION

A Twitter sentiment analysis on a healthcare startup mPharmaHealth.
mPharmaHealth is a Ghanaian healthcare startup founded in 2013 to improve patients’ access to medication and medical care.
They work with a network of pharmacies across Africa to reduce prices and offer a payment scheme called Mutti, which allows patients to pay in instalments using a mobile money wallet.

OBJECTIVE

• Strengthen Customer Loyalty in Core Markets Focus marketing efforts in Ghana and Nigeria to reinforce positive sentiment, deepen brand loyalty, and turn neutral customers into brand advocates.

• Enhance Global Brand Presence Increase international awareness, with the aim of expanding mPharmaHealth’s reach, building credibility, and attracting global partnerships.

Data Structure

Approximately 1,300 tweets posted between 2014 and 2023 were extracted and processed for analysis.

Initial columns included:

1. Date
2. Userid
3. Username
4. Content
5. Retweet count
6. Like count
7. Location

Executive Summary

This analysis measures public sentiment toward mPharmaHealth using polarity scores from tweets, rated on a scale from -1 (very negative) to 1 (very positive). Scores between -0.5 and 0.0 are classified as neutral.

Most sentiment scores are centred around 0.0, showing that public opinion is largely neutral. There are more neutral and positive sentiments combined than negative ones.

Tweet locations show that most users are from Ghana and Nigeria, mPharmaHealth’s key markets, while others are spread across different countries. This global spread indicates growing international visibility and interest in the brand.

The word cloud reveals that many tweets are focused on topics aligned with the brand’s core initiatives. This suggests strong audience engagement with mPharmaHealth’s mission and messaging.

• Go here for Python analysis
• Follow this link for visualisation in Power BI

Recommendations

• Leverage Positive and Neutral Sentiment in Core Markets Focus marketing and engagement efforts in Ghana and Nigeria to strengthen loyalty. Tailor campaigns to reflect the concerns and interests seen in tweets to convert neutral sentiment into strong advocacy.

• Expand Global Outreach As mPharmaHealth continues to gain recognition beyond its core markets, investing in targeted international awareness campaigns will strengthen its positioning as a trusted name in global health. This proactive approach can unlock opportunities for new partnerships and market expansion.

• Amplify Brand Messaging Around Key Initiatives The public is actively discussing issues the brand champions. Capitalise on this by consistently sharing updates, success stories, and educational content aligned with those themes to deepen trust and thought leadership.