CUSTOMER STORY · PHARMA · NOVO NORDISK
Patient voice as a regulated artifact, read with rigor.
Patient experience is not marketing copy. It is regulated language — and reading it rigorously is what separates compliance-grade insight from anecdote. A collaboration with SW Insights focused on patient engagement, now codified into the platform's pharma posture.
The collaboration.
SW Insights supported Novo Nordisk's patient engagement strategy with rigorous social and community analysis — extracting symptom narratives, treatment expectations, and adherence signals from the channels where patients actually speak. Each artifact was structured to meet the dual standard of marketing usefulness and medical-affairs rigor.
The challenge.
- Patient testimony broader than what brands can claim. The disconnect between regulated brand voice and patient-described outcomes is structural. Reading the patient voice rigorously is a compliance discipline, not a marketing one.
- Off-label and adjacent-use signals as strategic input. They warn earlier than pharmacovigilance channels and inform future indications, line extensions, and medical-affairs priorities.
- Audit trails as non-negotiable. Every insight presented to medical affairs, regulatory, or commercial must be reproducible — source by source, version by version.
PATIENT VOICE · COMPLIANCE-GRADE DECOMPOSITION
Four dimensions. Four cohorts. One reading discipline.
Symptom
Expectation
Comparator
Satisfaction
Newly diagnosed
Newly diagnosed · Symptom · 92%
Newly diagnosed · Expectation · 74%
Newly diagnosed · Comparator · 58%
Newly diagnosed · Satisfaction · 81%
On treatment
On treatment · Symptom · 65%
On treatment · Expectation · 88%
On treatment · Comparator · 72%
On treatment · Satisfaction · 49%
Switching
Switching · Symptom · 48%
Switching · Expectation · 62%
Switching · Comparator · 91%
Switching · Satisfaction · 66%
Adherence at risk
Adherence at risk · Symptom · 78%
Adherence at risk · Expectation · 55%
Adherence at risk · Comparator · 43%
Adherence at risk · Satisfaction · 84%
SIGNAL DENSITY · ANONYMISED · ILLUSTRATIVE
What the platform now codifies.
- Patient voice decomposition. Symptom, condition, expected outcome, comparator, satisfaction — extracted per record with explicit confidence and source lineage.
- Off-label usage radar. Cross-source detection of usage patterns outside indication — flagged early, traced precisely, surfaced to medical affairs.
- Compliance-grade artifacts. Verbatims, model versions, source platforms, date windows — every synthesis reviewable as a clinical document.
What changed.
- Pharmacovigilance signals reach awareness alongside, not after, social mentions.
- Medical affairs and brand teams work from the same source-of-truth.
- Regulatory submissions cite consumer evidence with the rigor of a clinical record.
- The next indication conversation starts from patient narrative.