{"id":6191,"date":"2013-05-22T16:11:00","date_gmt":"2013-05-22T16:11:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/using-social-media-as-early-predictor\/"},"modified":"2019-02-21T01:17:26","modified_gmt":"2019-02-21T01:17:26","slug":"using-social-media-as-early-predictor","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/using-social-media-as-early-predictor\/","title":{"rendered":"Using Social Media as an Early Predictor of a New Drug’s Market Share"},"content":{"rendered":"

According to Gideon Mantel, co-founder and CEO of Treato, social media can predict the success of a new drug launch much faster than traditional methods.<\/p>\n

“Many pharmaceutical companies try to measure the success of their launch based on weekly script trends,” said Mantel in a blog post (here<\/a>). “The difference between social media data and data derived from prescriptions is significant: social media data can predict the future, while script data record the past.”<\/p>\n

To illustrate this, Treato looked at patient-written social media posts on over 2,000 health blogs and forums to find mentions of Tecfidera (formerly called BG-12 during clinical trials), a new multiple sclerosis drug that Biogen launched on April 13. Since the launch of Tecfidera in mid-April, the most talked about MS drug in social media has been Tecfidera, bypassing all other MS medications and growing on a daily basis (see chart below):<\/p>\n

<\/a><\/p>\n

\n<\/a><\/div>\n

The following is an edited conversation I had with Mantel:<\/p>\n

\nlisten to \u2018Using Social Media as an Early Predictor of a New Drug’s Market Share\u2019 on Audioboo<\/a><\/div>\n

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\n
\n“Our early prediction is that \u2013 assuming no significant side effects during the launch cycle \u2013 Tecfidera will gain significant market share, primarily taking it away from Tysabri, Copaxone, and Aubagio,” said Mantel.<\/p>\n

I await the results of real-world, traditional script data to see if Mantel’s social-media-based predictions hold up. Although many patients may say they wish to switch to Tecfidera, as Gideon says, they may not do so if there are negative side effects — including price! “The growing price sensitivity among patients will be an important factor,” says Mantel, “and the current price may not be optimal (14% of the posts talk about price\/insurance).”<\/p>\n

Note the following:<\/p>\n

\nSocial Media Failed to Do the Job, So Biogen Turned to DTC to Promote Tecfidera<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

According to Gideon Mantel, co-founder and CEO of Treato, social media can predict the success of a new drug launch much faster than traditional methods. “Many pharmaceutical companies try to measure the success of their launch based on weekly script trends,” said Mantel in a blog post (here). “The difference between social media data and […]<\/p>\n","protected":false},"author":2,"featured_media":11199,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[167],"topic":[],"acf":[],"yoast_head":"\nUsing Social Media as an Early Predictor of a New Drug's Market Share - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/using-social-media-as-early-predictor\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Social Media as an Early Predictor of a New Drug's Market Share - 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