Case Study:
Market Assessment
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Pharmaceutical Company
Social Media Monitoring to Understand Patients Suffering from a Rare Disease
Problem
The client was preparing to launch a product to treat a rare disease
- Understand patients’ perceptions of their disease, current treatment options and treatments in development, knowing that these patients take an active role in their disease and care
Our Recommended Approach
- A retroactive six-month review of the most highly engaged patient discussion board
- The board has approximately 400 members
- Approximately 1,600 posts were reviewed
- Obtained administrator permission to monitor the board, assuring full confidentiality of its members
- Following the initial review, a monthly tracking report was done to continue to monitor patient/caregiver sentiment
Results
- Informed the client’s market strategy by identifying patient expectations of a new treatment and the company supporting it, patient needs and wants, and key topics of interest to the patients
- A segmentation was conducted using member profiles, providing additional nuances for this already niche market
- Primary market research spend was maximized by allowing the team to focus on unanswered questions, further clarification of key issues and pointed hypotheses testing