The digital world and the real world are no longer separate environments. With the implementation of augmented and virtual reality, technology has literally transposed itself onto the everyday. Today’s brands, in addition to being publishers, also have to be technology companies.
Consumer’s expectations and perceptions are evolving at warp speed and businesses have to accelerate their evolutionary cycle, just to keep up with the pack. But in the midst of this systemic digitization, one thing still holds true. Brands still need to make a promise. Set an expectation. And deliver on the promise.
At Makovsky, we believe your digital experience is an extension of your brand promise.
Our mission is to not only revitalize your presence, but also to accelerate your brand. This means your brand stops keeping up with the pace. And starts setting it.
In 2015 Roche had a breakthrough in the MS space, developing a therapy that effectively reduced relapse rates in patients with Primary Progressive MS. If approved, Roche’s Ocrelizumb would become the first therapy for PPMS patients.
Roche engaged Makovsky to tap into MS patient insights in the UK, where pharma regulations are stricter and direct-to-consumer communications are prohibited. The challenge became: how to determine unmet needs and audience sentiment at scale, with limited access to closed groups, forums and HCP communities in the UK?
Roche partnered with Makovsky’s Digital Team to develop innovative and unconventional methods of unearthing audience insights at scale.
An amalgamation of social listening tools and manual scraping was used along with proprietary methodologies to identify the data set, cleanse, and analyze it, while bubbling up insights to establish the unmet need.
45 queries were launched to return more than 13,060 posts, mentions and conversations involving the brand, its competitors and the ecosystem.
After parsing through a year’s worth of data, Makovsky was able to glean deep, meaningful insights from a significantly larger sample of the PPMS patient population, as well as insight into the HCPs and specialists that treat PPMS.
Roche was thrilled by the findings and impressed by the data sample size, which was 130x greater than most of the existing focus group research. The report produced key action items for the brand team, and informed the broader strategy for launching a major breakthrough treatment for PPMS - potentially driving billions in revenue.