Social Media Competitive Landscape Analysis for Top-tier Pharma Client

Project Description

 A summary of our business

W2O Group is a top-ranked independent network of complementary technology-enabled marketing and communications firms. We are comprised of four separate companies, 12 offices and about 500 people. Today, the company generates nearly $100 million in revenue annually and serves some of the world’s leading companies and brands.

 The problem that we are trying to solve / the questions that need to be answered:

W2O Group is performing an in-depth summary of online conversations surrounding a pharmaceutical brand [brand] and its competitors. The purpose of the analysis is to develop an understanding of the relevant online conversation, both pre- and post-FDA approval of [competitor 1] and to identify stakeholders and discover discussion patterns within the set of conversations. This in-depth “competitive analysis” will focus primarily on conversations from patients and caregivers.

From this online listening data feed, the expert will be able to deliver on the following questions/challenges:

• What percent of these posts that mention [the brand] are relevant?
• In what channels are the conversations happening on [the brand]? The data will include posts from Twitter, blogs, forums, online news, and open Facebook groups
• What are the types of posts being written (quantify) about [the brand]?
• Do the stakeholders compare [the brand] and its competitors in the article or post? If so, with whom?
• What is the sentiment of these posts with respect to [the brand]? Is there a change in sentiment with time?
• What are the topics most/least talked about with respect to [the brand]?
• What other treatment(s) are mentioned in addition to [the brand] within the post? 

Please note that the data needs to be coded/analyzed manually and not through any kind of NLP (natural language processing) software.  

The kind of expertise we require:

• BA/BS required
• Strong analytical skills with the ability to collect, organize, analyze, and disseminate significant amounts of information with attention to detail and accuracy
• Social Listening Analysis experience preferred
• Healthcare experience preferred
• Strong knowledge of Microsoft Office Applications (specifically Excel, PowerPoint, and Word)
• Strong communication skills across platforms, such as email, phone, and video conference

The data sources at your disposal and their formats (Pricing data in CSV format, etc.):

• The fixed feed of conversation data (social and traditional media specifically: Twitter, News, Forums, and Blogs) in Microsoft Excel
• A guideline to reading and interpreting the conversation data

 Format of the final deliverable (algorithm, dashboard, web application, advisory service, etc.):

W2O Group would like the completed Excel document and all corresponding worksheets along with a bullet-point summary on the findings. This summary can be a separate tab within the Excel document or a number of PowerPoint slides, as long as they answer the aforementioned business questions.

 Sample data file:

Please see the file “Experfy - sample coding worksheet 111115.xlsx” within the project files.

 Final deliverable method of deployment (i.e. cloud, FTP, email, etc.):

A delivery via email will suffice.

Please review project timeline and deadline attached. We are looking for this project to be completed in 5 business days from green light.