Case Study: Digitas Health achieves skyrocketing engagement and slashes advertising costs with NetBase Quid

Digging into Social Conversations Helps Digitas Health Create Content That Empathizes and Resonates with the MS Community

Digitas Health, working with NetBase Quid social listening, was tasked with driving awareness for a client’s Multiple Sclerosis drug but found traditional, brand‑centric social research produced little insight. Instead of analyzing conversations about the drug, the agency broadened its view to study how people talk about MS, uncovering the vernacular, emotional drivers and daily challenges of the MS and Invisible Illness communities that would inform more empathetic, shareable content.

Reframing research into a content‑driven strategy produced sponsored posts that resonated like viral organic content across themes such as the Invisible Illness community, daily life after diagnosis and representing symptoms (e.g., reaches of 1.1M, 328k and 329k). Using the new “Behavior Chain” content framework, Digitas Health achieved substantially better performance: a 155% decrease in cost per link click, 42% decrease in cost per engagement and 20% decrease in cost per impression, with higher click‑through rates and lower overall advertising costs.

Digitas Health

Michael Leis

Chief Content Strategy Officer