Case Study: Leading Drugs Company achieves actionable social media intelligence to guide drug commercialization with IQVIA

Delivers the voice of healthcare stakeholders across the drug lifecycle

Leading Drugs Company engaged IQVIA’s Social Media Intelligence to surface the voice of patients, HCPs and other stakeholders and to evaluate brand sentiment and perception during drug commercialization. Their challenge was to turn unstructured social conversations into insights to inform marketing and clinical decisions, detect adverse-event signals, and prioritize channels and audiences for outreach.

IQVIA analyzed ~4,879 Canadian online mentions over 12 months for Brand A (991 mentions), identifying platform mix (Twitter 58%, Facebook 32%, forums 6%) and stakeholder sources to contextualize sentiment by therapeutic area (Brand A: ~41% diabetes, ~45% obesity). IQVIA found neutral sentiment ~82–84%, negative 14–16% and positive ~2%, flagged Brand A as the most-mentioned brand, and delivered actionable insights that guided omnichannel campaigns and commercialization strategy.