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Social Media Research Service Allows Pharmaceutical Marketers to Monitor Brand Health
Date:9/7/2010

FLEMINGTON, N.J., Sept. 7 /PRNewswire/ -- HCD Research announced today that it is launching a new syndicated service to help pharmaceutical marketers qualitatively understand consumers' and physicians' sentiment and emotions associated with their particular brand and competitor brands.

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NetClassRX™ helps medical marketers sift through the high volume of digital conversations about their brands and competitor brands by using proprietary algorithms to extract data from websites, forums, blogs and social networks. Data is analyzed in aggregate and reported in a way which addresses the challenges and concerns that are often discussed when monitoring social networks.

"The service allows brand managers to view their brands' health on-line and compare it to the health of competitor brands on a daily basis using a summary dashboard which is supported by detailed reports," explained Glenn Kessler, president and CEO, HCD Research. "It also allows them to detect rumors and determine the impact of new product claims and other news related to their brand within 24 hours."

The dashboard allows marketers to quickly view consumer sentiment on a daily basis and physician sentiment on monthly or quarterly basis for their brands and competitor brands.

NetClassRX is powered by automated data collection and evaluation tools that employ a series of complex algorithms to independently determine the tenor of consumer sentiment regarding classes and brands of products.  The service allows marketers to view an analysis of aggregate data which quantifies the ratio of positive to negative comments for each product in a class of drugs. 

In addition, the service categorizes positive and negative comments so that marketers can determine how consumers view a brand and a class of drugs on important product attributes.

The service analyzes and monitors on-line content for all brands in classes of products to provide:

  • Aggregate results for brands by therapeutic category, which are updated daily
  • Categorized data related to buzz about competitors' brands
  • Charts tracking day-to-day changes in consumer chatter for each brand and class of drug
  • Weekly change in ratios of positive and negative chatter
  • Norms for each class and brand of drug based on ratio of positive and negative chatter and number of mentions
  • The NetClass Metric is comprised of weight values of consumer sentiment and relative importance of the source such as blogs, micro blogs, brand sponsored websites and news sites

HCD Research is a marketing and communications research company, headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at (908) 788-9393.


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SOURCE HCD Research, Inc.
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