A leading pharmaceutical company wanted to track brand sentiment about one of their top OTC drugs on social media. Studio Plucap conducted quarterly social media analysis to monitor discussions about the brand, identify themes, and compare the brand to competitors. This allowed the company to understand user perceptions and measure the effectiveness of marketing efforts over time. The analysis provided metrics and insights that helped the company improve product development, marketing, and communications.

1. SOCIAL MEDIA RESEARCH
Case Study
Tracking brand sentiments through
social media analysis: Putting a
leading OTC brand in control
Client Needs
The brand team of a leading OTC drug from a Top 10 pharma company was Industry
Pharmaceuticals
keen to understand stakeholder sentiment and gain insights by listening
and learning from social media. Their focus was on current perception of Client
A Top 10 pharma company
stakeholders about the drug, brand, and the specific promotions that were
being undertaken by the brand team. Studio Plucap Service Area
Social media-led brand tracking
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?
Studio Plucap Research Approach
“
Social media can provide
powerful insights to mar-
keters. To get maximum
benefit, one has to listen
Studio Plucap Research’s social media analysts and pharma experts set up and learn from social media
a quarterly social media brand tracker to provide ongoing social media conversations on an ongoing
intelligence to the OTC brand team. basis.
Arvind Singh
The Plucap team classified the bloggers into various stakeholder groups Director - Marketing
Studio Plucap
such as health care professionals, patients, care givers and others. Using
Plucap’s proprietary social media analysis methods, the team identified
tonality of conversations in each stakeholder group along with other
quantifiable metrics.
© Studio Plucap Pvt. Ltd., 2011. All Rights Reserved www.studioplucap.com

2. Tracking brand sentiments through social media analysis: Putting a leading OTC brand in control 2
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 Studio Plucap Pvt . Ltd.
Studio Plucap is an integrated media and business
research company. We help our clients understand their
stakeholder perception and needs, empowering them to service
better. We use proprietary methodologies to listen and learn about
conversations in the customer ecosystem, deriving real insights
for active stakeholder engagement.
Studio Plucap Pvt. Ltd.
Mumbai, India
Tel : +91 - 22 - 6446 - 8853
info@studioplucap.com
Listen. Learn. Create
©Studio Plucap Pvt.Ltd, 2011. All Rights Reserved www.studioplucap.com