Johnson & Johnson

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Case Study
Identifying Digital Influencers in
the US Anti-inflammatory OTC
Landscape
Tanmay Saraykar, Director, Social Media Intelligence
Divya Vaswani, Consultant

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Case Study:
Identifying Digital Influencers in the US Anti-inflammatory OTC Landscape
What was the client’s challenge?
• A global consumer health organization
and market leader in the OTC pain
medication space wanted to restore its
leadership position in the anti-
inflammatory/pain market as a leading
source of scientific excellence
• It faced challenges due to complex
regulation and competition from new
therapies.
• The client wanted to identify digital
influencers in the scientific and
research community and drive deep and
effective engagement to restore its
market position and further enhance its
brand perception and reputation
IQVIA confidential - for intended audiences only.
What did we deliver?
• Using a robust methodology, identified
~11K HCP social/digital influencers
whose online activity discussed client’s
brands/competitors.
• Influencers were scored and mapped to
obtain a list of top 100 digitally and
scientifically active influential KOLs in
the anti-inflammatory/pain space.
• IQVIA’s team of life sciences-qualified
analysts conducted in-depth qualitative
analysis of retrospective conversations
of influencers to map the sentiment and
perception of client’s brand and its
competitors among influencers
What value did the solution bring?
• IQVIA’s comprehensive analysis enabled
identification of a diverse mix of
socially/digitally influential HCPs; this
broadened the target audience for the client
• IQVIA’s in-depth qualitative analysis of
social media conversations of influential
HCPs helped client identify their areas of
interest and target them effectively for
scientific messaging
• IQVIA’s mapping of sentiment and
perception of client’s brand vis-à-vis
competitors helped identify gaps that
informed marketing
messaging/communication
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Illustrative Examples of Outputs

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IQVIA confidential - for intended audiences only.
Thank You!