Case Study: Leading Pharmaceutical Company achieves tailored anti‑diabetic launch messaging with Blueocean Market Intelligence

Social Media-Based Sentiment Mapping to Support Product Launch

Leading Pharmaceutical Company turned to Blueocean Market Intelligence to develop a promotional strategy for two new anti-diabetics using social media–based sentiment mapping and unmet‑needs analysis. The brief covered US social channels (blogs, microblogs, forums, meta‑sites, video and image sharing) and sought insights into physician and patient attitudes to guide launch messaging.

Blueocean Market Intelligence built a central repository from exhaustive social listening, applied randomized sampling and KIQ‑driven categorization to create sentiment “buckets,” and mapped attitudinal archetypes and a patient journey to prioritize expectations (efficacy, safety, ease of use, QOL). These insights enabled a customized promotional campaign focused on the personal side of treatment—showing Drug X’s advantages in safety, efficacy, ease of use and quality of life—and directly informed targeted messaging for the product launch.