A European based Pharma Company
Our client was preparing for launch of a new treatment for severe asthma. As part of the launch strategy they wanted to develop a patient mobilisation program to engage with patients in the early stages of the treatment journey. Key to this was to build a solid understanding of the severe asthma patient, their current context, as well as their beliefs, behaviors, perceptions and experiences to inform the patient mobilisation strategy globally. Previous research and listening exercises had provided high-level insight only and our client now needed a deeper exploration of the reality of living with severe asthma in order to uncover genuine unmet needs and to identify opportunities to engage with patients directly.
For this project, Pulsar partnered with Cello Health Insight to provide a truly collaborative solution. We designed a comprehensive social media listening exercise that included a 12 month historical search alongside 4 weeks of live data capture, across key European markets plus Japan. Our search strategy was constructed using insights from the previous client research exercises, as well as pulling upon the extensive industry knowledge of the Cello Health team and Pulsar’s social expertise. We then undertook a phase 5 analysis approach that incorporated category assessment, qualitative deep dive, competitive review, influencer identification and audience profiling.
Our client received a comprehensive report bringing all the findings together with a clear narrative and providing market-specific tactical marketing and communication recommendations in terms of how to best reach their target audience. More specifically, the listening exercise provided direction in terms of both content and language that would resonate with audiences – plus the need to change this dependent on the channel used. Clear identification of relevant emotions and frustrations, enabled our client to truly understand the patients’ unmet needs and how this should feed into online strategy when considering communication efforts.. All of this informed the global mobilisation planning and lead to other markets commissioning similar work to support them in more localised activities.