How Johnson & Johnson Got a Peek Into Competitors’ Social Spend

Challenge

As a leader in the consumer healthcare industry, Johnson & Johnson manages a vast portfolio of beloved brands that address the needs of consumers and health care professionals worldwide. To maintain a competitive edge, the company needed deeper insights into share of voice (SOV) — a metric critical to assessing brand visibility across digital platforms. Johnson & Johnson relies heavily on social media channels to reach their customers; when it realized it needed further insight into how competitors were spending on these channels, the company turned to Pathmatics.

Solution

Since integrating the Pathmatics Connect API feed into the business intelligence dashboard Domo, teams all across Johnson & Johnson have found themselves engaging with Pathmatics’ SOV data on a daily basis. The data allows Johnson & Johnson’s internal marketing teams to track daily shifts in SOV within their brands’ competitive sets. For example, if the team notices a brand’s return-on-investment (ROI) is particularly low, it can then compare that to its SOV and see if there’s any correlation between the two. From there, Johnson & Johnson can analyze its competitors’ spend and decide next steps to take to boost the brand’s online presence.

Result

Within the first few months of implementation, Pathmatics had already made a major impact on Johnson & Johnson’s day-to-day. Not only has use of the Pathmatics Connect feed saved the healthcare magnate time on training – a necessity for a lean team tasked with monitoring a large number of brands each day – but SOV data from Pathmatics completes the final piece of the puzzle that was missing from its daily analytics. In conjunction with Pathmatics, the company’s willingness to adapt to ever-evolving technology continues to help them stay ahead of marketing trends, and solidify their status as a leader in the healthcare industry.