Objective:
Otezla is a prescription medication used to treat certain types of psoriasis and psoriatic arthritis. The manufacturer of Otezla, Celgene Corporation, launched a new Twitter campaign to increase awareness about the medication and to engage with patients and healthcare providers. The campaign included tweets from the official Otezla Twitter account, as well as a series of paid advertisements targeted at Twitter users who had expressed an interest in psoriasis or psoriatic arthritis.
The objective of the study was to analyze the effectiveness of the Otezla Twitter campaign by evaluating the engagement and sentiment of tweets related to Otezla.
Approach:
eQuantX used a combination of automated and manual methods to analyze Twitter data related to Otezla. We collected all tweets mentioning “Otezla” or the Otezla Twitter handle (@Otezla) during a one-month period from November 1 to November 30, 2022. We then filtered out any irrelevant tweets, such as spam or unrelated content. Next, we used a natural language processing (NLP) tool to classify the sentiment of each tweet as positive, negative, or neutral. We also analysed engagement metrics, such as retweets, likes, and replies, to determine the level of engagement with Otezla-related tweets.
Results:
During the one-month period, we collected a total of 2,874 tweets related to Otezla. Of these, 72% were neutral, 17% were positive, and 11% were negative in sentiment. This suggests that the overall sentiment towards Otezla was relatively neutral, with a slight positive bias. In terms of engagement, the tweets related to Otezla generated a total of 5,724 likes, 3,187 retweets, and 1,129 replies. This indicates a high level of engagement with the Otezla Twitter campaign, particularly in terms of likes and retweets. We also analyzed the content of the tweets to identify common themes and topics related to Otezla. The most common themes were related to the efficacy and side effects of the medication, as well as personal experiences with using Otezla. Some tweets also mentioned the cost of the medication and the availability of insurance coverage. The sentiment towards Otezla was generally neutral with a slight positive bias, which suggests that the campaign was successful in raising awareness about the medication without generating significant negative feedback.
