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Social Media-Based Sentiment Mapping to Support Product Launch
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Data-as-a-Service
Applicable Industries
- Life Sciences
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
The client, a leading pharmaceutical company, was looking to formulate a promotional strategy for two new anti-diabetics. The strategy was to be based on sentiment mapping and unmet needs analysis using social media. The scope of the project included various online social media channels such as blogs, microblogs, forums, meta-sites, and video- and image-sharing sites, with a geographical focus on the US.
About The Customer
The customer is a leading pharmaceutical company in the life sciences industry. They are focused on the development and distribution of pharmaceutical products, specifically anti-diabetics in this case. The company is looking to leverage social media channels to formulate a promotional strategy for their new products. They aim to understand the sentiments and unmet needs of their target audience through an exhaustive screening of various social media platforms. The company operates on a global scale, but this particular project is focused on the US market.
The Solution
Blueocean Market Intelligence provided a solution by creating a central repository of relevant data extracted from the specified social media channels. This data was then categorized using a randomized sampling and KIQ-driven approach, creating 'buckets' for further analysis. The key sentiments identified from this analysis were used to focus the promotional strategy. The sentiments were derived from physicians' perspectives on disease biology and treatment regimens, their expectations from the pipeline, and 'patient-speak'. The comprehensive use of all available structured and unstructured data sources was ensured through Blueocean's 360 Discovery approach.
Operational Impact
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