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Therapeutic Area Overview – IPF

Industry: Pharmaceutical
Tools: Synthesio and Crimson Hexagon
Market: USA
Methodology: Social listening of TA – IPF (Idiopathic Pulmonary Fibrosis)

Brief:

Our client wanted to know how do customers interact with social media and how they could optimise content to most effectively engage and influence them.

Our Solution:

Social listening study around IPF Therapeutic Area

  • Disease specific queries were created, and data was collected from social media aggregator tools.
  • A proprietary tagging and coding technique was used to identify top stories, key stakeholder groups and key drivers of conversations.
  • Areas of interest and behavioural aspects were analysed to understand stakeholder level nuisances.
  • An influencer identification exercise was carried out to understand key influencers, their area of interest and influence in the TA.

Key findings & business impact

  • The most prolific themes were around raising awareness and financial support for treatment.
  • Unlike other diseases, patients and caregivers make up the minority of online content, at 3% of the total volume, and HCPs 10%.
  • A lack of clarity on the treatment options for IPF, and the lack of palliative care were identified as the key business opportunity areas.
  • The client was able to direct their marketing efforts towards sharing IPF awareness content online, primarily on Facebook and Twitter, resulting in increased user engagement and category leadership.

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