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SOC IA L MED IA R ESEARCH
Tracking brand sentiments through social media analysis: Putting a leading OTC brand in control About the Client
The brand team of a leading OTC drug from a Top 10 pharma company was
A Top 10 pharma company
keen to understand stakeholder sentiment and gain insights by listening
Industry
and learning from social media. Their focus was on current perception of
Pharmaceuticals
Business Need Addressed Understand the competitive landscape, stakeholder sentiment about the drug and brand and, if and how it changes over time
Genpact Solution
stakeholders about the drug, brand, and the specific promotions that were being undertaken by the brand team. They also wanted to learn if and how the social media conversations and key metrics of interest changed over time. Lastly, they wanted to understand the competitive landscape- Are the social media discussions mentioning competitor brands with respect to the OTC drug under consideration? If so, what are their perceived strengths and weaknesses?
Social media-led brand tracking
Result The client received reliable, unsolicited feedback about the OTC brand and was able to measure the effectiveness of its communication programs
Genpact Approach Genpact’s social media analysts and pharma experts set up a quarterly social media brand tracker to provide ongoing social media intelligence to the OTC brand team. The Genpact team classified the bloggers into various stakeholder groups such as health care professionals, patients, care givers and others. Using Genpact’s proprietary social media analysis methods, the team identified tonality of conversations in each stakeholder group along with other quantifiable metrics. We unearthed the key themes ranging from treatment areas, availability, pricing, and side effects to packaging, brand comparisons, generics, brand switching and alternate lifestyles. As part of the quarterly analysis, we provided an in-depth competitive analysis of key competitors of the OTC brand, and profiles of key bloggers.
Outcome As a result of our quarterly brand tracker, our client had an ongoing source of reliable, unsolicited feedback about the OTC brand to the product development, marketing, brand and communication teams. The feedback was based on qualitative and quantitative analysis and resultant insights. We were successful in providing metrics on brand promotion, and continuously unearthing new insights. We provided a mechanism to track our client’s ‘citizen bloggers’ so that they can be engaged to shape the perception of the OTC brand. Using our social media tracker, the client was able to compare previous quarters, and measure change in the direction of social media conversations and effectiveness of brand communication efforts.
About Genpact
For More Information, Contact:
Genpact Limited (NYSE:G), a global leader in business process management and technology services, leverages the power of smarter processes, smarter analytics and smarter technology to help its clients drive intelligence across the enterprise. Genpact’s Smart Enterprise Processes (SEPSM) framework, its unique science of process combined with deep domain expertise in multiple industry verticals, leads to superior business outcomes. Genpact’s Smart Decision Services deliver valuable business insights to its clients through targeted analytics, reengineering expertise, and advanced risk management. Making technology more intelligent by embedding it with process and data insights, Genpact also offers a wide variety of technology solutions for better business outcomes.
Arun Swamy Vice President Research & Media Services
[email protected]
For more information, visit www.genpact.com. Follow Genpact on Twitter, Facebook and LinkedIn. Copyright © Genpact 2012. All Rights Reserved.
