Social listening deck I put together for Be An Outsider; Claritin's current digital effort.

1. Social Listening Analysis
Be An Outsider

2. 1. Category Overview
2. Digital Trends
3. Be An Outsider
4. Results
5. Sentiment Analysis
6. Insights
7. Next Steps
Table of Contents:

3. Pharma industry is outdated and glued to traditional advertising.

4. 70% of pharma's ad dollars are spent on television.

5. Same AD, Different Brand:

6. Modern advertising is digitally focused. The Pharma industry hasn’t caught up.
“84 percent of Americans are on the internet”
“72% of all internet users are now active on social media”
“Eighty percent of internet users (59 percent of all adults)
have looked online for info about health topics.”
“55% of companies ignore all customer feedback on
Twitter and Facebook”
“39% of companies do not track their
social media responses at all”

7. Claritin launched Be An Outsider in an attempt to break
the mold and tackle new territory in the digital sphere.

8. Be An Outsider Campaign
BAO Spot

9. Results:

10. Sentiment Analysis

11. Sentiment
Volume
+
Source
Example
Posts
Social Listening:

12. #BeAnOutsider hashtag is crowded with non-Claritin related content Insight:

13. BAO connected with consumers on an emotional level. Insight:

14. People are questioning the legitimacy of the claims/ad. Insight:

15. Next Steps
1. Challenge the FDA
2. Use social listening tools (ex:
Crimson Hexagon)
3. Develop KPI’s
4. Find loop holes

16. http://pharmamkting.blogspot.com/2015/11/pharma-digital-investment-is-
increasing.html
http://www.adweek.com/brand-marketing/why-pharmaceutical-advertising-
virtually-absent-web-174393/
https://www.statnews.com/2016/03/09/drug-industry-advertising/
http://www.catapultsystems.com/downloads/webinars/Social-Listening-
Webinar-Slides-2-25-15.pdf
Helpful links:

17. Live Claritin Clear