Download Social Landscape Oncology

Customer Success Story
Gaining social insights
Pharmaceutical brand taps social listening solution to
understand online trends in an evolving treatment area
When several new competitive oncology medications were approved
for commercial use in its category, one brand turned to Nexxus Social
for a comprehensive social landscape analysis, including consumer
sentiment, brand positioning in the treatment continuum, search topics,
and other KPIs.
The entry of competing drugs in the marketplace increased social and search
activity by patients, physicians, as well as social experts and advocates. The
brand marketing team needed insights into the social environment among these
audiences.
“IMS Health provided
numerous social insights
about our brand and key
competitors, including
a deep understanding
of HCPs’ medication
preferences across
treatment phases.”
Nexxus Social provided a dashboard and reports addressing vital aspects of how
the company’s product and competing oncology brands were being used and
perceived. The analysis included: patient opinions of efficacy, administration, and
side effects; the value of patient support services; HCP attitudes about use across
different phases of the treatment continuum; as well as influence and geographic
Client Marketing
Director
reach of key opinion leaders and key social advocates.
Evaluated 4 competing brands in data extracted from social media
Consumer Sentiment
Treatment Continuum
• How client brand is used
across treatment phases
• HCP perception of client
• Dosing
• Efficacy
• Administration
• Side Effects
brand versus competitors
~ 85,000 data points
Quantitative Metrics
• Social Mentions
• Web Searchers
• Share of Voice
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imshealth.com/nexxus
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Website Analysis
• Audience
• Reach
• Patient Support
~ 3,500 sample data points analyzed
Nexxus Social provided intelligence on multiple aspects of the client brand and
competitors, including consumer perceptions about dosing and efficacy, as well as
online search terms and share of voice.
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Gaining social insights with Nexxus Social
In addition to providing intelligence on specific constituents like HCPs,
KOLs, and patients, the Nexxus Social solution also delivered broad
consumer insights about online search, share of voice, social mentions,
and website offerings.
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Situation
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ecent regulatory approvals of several blood cancer brands elevated
R
social and search activity
eeded comprehensive social analysis and reporting about sentiment,
N
trending news, search topics, perceptions of key competitors, and
HCP attitudes about client brand across treatment phases
ought better understanding of the online reach and influence of key
S
opinion leaders and key social advocates
Solution
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I MS Health deployed Nexxus Social to evaluate the social ecosystem
of its cancer medication
onfigured dashboard of KPIs including share of voice, sentiment, top
C
news feeds, trends, and search terms
eported attributes of key competitors, such as web presence, search
R
frequency, sentiment, and therapy considerations
nhanced KOL influence profiles to study impact among their
E
followers and map geographic influence
rovided recommendations to improve patient support and brand
P
messaging
upported company’s compliance and reporting processes by
S
incorporating AETracker for adverse event monitoring as an integral
part of social listening
Nexxus Social
Monitor and analyze
unstructured data including
social media, articles, and
CRM, to assess brand
sentiment and respond to
market opportunities within
your regulatory guidelines
Brand Alert
Measure brand sentiment and
share of voice to identify unmet
HCP and patient needs and gather
competitive intelligence.
Data Solutions
Capture social media and search
data on companies, brands, and
disease states by algorithms using
semantic search and proprietary life
sciences ontologies.
Social Survey
Conduct primary market research
via social networks and ATU studies
at 60% lower cost.
Digital Key Opinion Leaders (KOLs)
Build digital profiles of doctors and
patients, integrated with CRM and
MCM, to find alternative channels
while providing real-time insights to
improve field interaction.
Nexxus Commercial Application Suite
Nexxus Social is part of the Nexxus Commercial Application Suite, a set of cloud-based applications for life sciences.
The Nexxus Commercial Application Suite integrates data and applications, tracks end-to-end relationships with
customers across channels, and is supported by trusted advisors with deep industry expertise.
IMS Health
USA +1 610 834-0800 • One IMS Drive, Plymouth Meeting, Pennsylvania 19462, USA.
Europe +44 (0)20 3075 5888 • Asia Pacific +65-6227-3006 • Japan +81-3-5425-9000
[email protected] • www.imshealth.com/nexxus
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