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Instant strategic social feedback
1. instant strategic social feedback
well, almost instant
mini case study presented by
Buzz Hunter
The source for social marketing intelligence
2. Novartis expected its new MS drug to earn
more than a billion dollars annually
• Novartis’ new oral medication for Multiple-Sclerosis was
eagerly anticipated by many MS patients due to its delivery
system.
• Novartis felt it could obtain premium pricing for Gilenya
because of its perceived advantaged over the injected
competitors.
• CEO projected revenues of more than $10B in 10 years.
3. Gilenya was priced at 50% premium and
that dominated the social conversations
Within hours it was clear that a
new pricing strategy was
needed, and management was
quick to make the change