Case UCB Pharma

Online discussion analysis improved consumer awareness


UCB Pharma Oy Finland wanted to investigate the significance of social media on its business and the ways in which it could utilise social media in its daily activities. Given it is a producer and a marketer of pharmacological products, UCB Pharma markets mainly to doctors and pharmacists only. Therefore, exploring Internet discussions helped in gaining insight to consumer awareness.

Whitevector used its Chat Reports-service to map relevant Internet discussions for UCB Pharma. The analysis charted, for example, where the most important therapy issues are discussed and how, what are the most influential discussion forums and blogs with regards to UCB Pharma, and what specific topics people discuss.

“Whitevector helped us to understand that consumers use Internet-discussions as a significant source of information regarding diseases and pharmacological products. The social dimension of discussion forums became very clear as it is a way for users, especially those with rare diseases, to come across fellow sufferers. Through the analysis, we gained concrete information of the consumers’ needs, as well as ideas for the marketing and development of our products. It was also very interesting to see how strongly the volume of internet discussions correlated with sales in particular therapeutic areas.”

Timo Auvinen, Marketing and Sales Manager, PCP

UCB Pharma Oy Finland