Case Study: Large Pharmaceutical Company improves social media analytics with Northern Light

Large Pharmaceutical Company - Customer Case Study

Large Pharmaceutical Company needed a way to analyze Twitter and Instagram posts about cancer patients, but they were running into problems with ambiguous hashtags like #cancer, limited visibility into co-occurring keywords and audience sizes, and the risk of identifying potential adverse events in social posts about their drugs. They turned to Northern Light for a social media analytics solution to support market research, competitive intelligence, and influencer discovery.

Northern Light built a machine learning-based Social Analytics platform that disambiguates topic-relevant posts, extracts keywords, sentiments, author accounts, and locations, measures overlap across hashtags and keywords, and filters out posts mentioning the client’s drugs to avoid regulatory issues. The solution was expanded from cancer to 11 additional disease states, now processes hundreds of thousands of posts daily, and has indexed more than 50 million social media posts; all of the client’s objectives were fulfilled, enabling better hashtag selection, competitor monitoring, influencer targeting, and more effective ad buying.