How HCP social media intelligence can help maximise blockbuster success: GSK’s momelotinib launch

22.10.2024 | Insight

How HCP social media intelligence can help maximise blockbuster success: GSK’s momelotinib launch

CREATION.co supports pharmaceutical companies to understand the voice of healthcare professionals (HCPs) and leverage HCP social media intelligence to maximise the success of their product launches.

With the $1.9 billion acquisition of biopharmaceutical company Sierra Oncology, GSK obtained momelotinib for the treatment of myelofibrosis, a rare type of bone marrow cancer. According to Luke Miels, GSK’s chief commercial officer, momelotinib is expected to achieve sales that will position it “comfortably above blockbuster status.”

Between 1 October 2022 – 30 September 2024, CREATION Pinpoint® tracked the global online conversations of HCPs posting about myelofibrosis. We identified 924 HCPs discussing myelofibrosis in 3,667 posts. 

Discussion around momelotinib made up approximately 11% of total myelofibrosis posts. We identified 159 HCPs who posted about momelotinib 392 times on X (formerly known as Twitter). 

An overview of the HCP conversation around momelotinib

We’ve uncovered 3 key moments of discussion around momelotinib demonstrated by the peaks in the graph below:

  1. HCPs reacted positively to the phase 3 MOMENTUM trial data.
  2. HCPs shared the news of the FDA’s approval of momelotinib.
  3. HCPs celebrated advocacy efforts which led to NICE’s approval of momelotinib.

HCP online conversations about momelotinib peaked following FDA approval.

1) In February 2023, 24 HCPs shared the latest results of the MOMENTUM study published in the Lancet Journal. HCPs, such as Hagop Kantarjian, emphasised “clinically significant improvements” in myelofibrosis and the “benefit of momelotinib for improving myelofibrosis symptoms.” In particular, haematologist and medical oncologist, Ruben Mesa stated that he was “honored to share the pivotal results.”

 

Hagop Kantarjian’s post garnered 213,172 impressions, while Ruben Mesa’s post reached a substantial audience as well, with 7,162 impressions.

2) In September 2023, HCP conversation surged as 46 HCPs in 65 posts discussed the FDA approval of momelotinib. 20 HCPs reacted positively to the news. In particular, medical oncologist, Lucia Masarova, viewed the approval as “excellent news” as it provides “more options for patients” with myelofibrosis.

HCP sentiment towards the FDA approval of momelotinib

3) In February 2024, 9 HCPs in 10 posts celebrated the National Institute for Health and Care Excellence’s approval of momelotinib for first and second line treatment in the UK NHS. Patient advocacy group, Mpn Voice, was mentioned in all 10 posts, as the organisation advocated for greater access to momelotinib prior to the NICE recommendation of treatment. These 10 posts garnered a combined total of 15,144 impressions.

3 HCPs reposted a post which commended Mpn Voice for their “brilliant advocacy.” UK haematologist, Donald McLornan, highlighted that it was great collaborating with the Mpn Voice team to “address unmet needs in Myelofibrosis.” 

Barriers to launch

Although HCP sentiment towards momelotinib was largely positive, in Ireland the National Centre for Pharmacoeconomics announced that they would not consider momelotinib for reimbursement based on its current price. HCPs in Ireland, however, did not react to the news. Perhaps GSK needs to identify why HCPs did not react to the news. Are HCPs in Ireland unaware of the treatment or do they simply not care about the treatment?

With GSK encountering barriers to market access, how can the behaviours of HCPs inform GSK’s launch in markets, such as Ireland?

Strategies GSK could adopt to support their launch based on the HCP conversation

As cost is a barrier for GSK’s launch of momelotinib in Ireland, GSK should consider tailoring their marketing strategy to effectively engage HCPs and policymakers about the value of their product. We suggest the following three approaches:

1. Focus on highlighting the clinical benefits of momelotinib.
HCPs frequently shared data which demonstrated the clinical value of momelotinib. By ensuring that HCPs are aware and excited about newly released data, GSK can enhance engagement, drive advocacy, and increase HCP desire for broader adoption of the treatment in clinical practice. Monitoring the social media conversation among HCPs is a key way to track HCP sentiment towards products or trial data.

2. Promote the cost-effectiveness of momelotinib.
In the case of Ireland, cost was a major barrier. Emphasising the cost-effectiveness of momelotinib is key. In the HCP conversation, only 2 HCPs amplified real world data which highlighted that the transfusion-related medical costs and time burden associated with momelotinib was lower compared to other treatment options. It is important for GSK to draw attention to these cost and time-saving benefit.

3. Collaborate with HCPs and patient advocacy groups to drive awareness and advocacy for greater access to momelotinib.
In the UK, HCP and patient advocacy groups, such as Mpn Voice, played a critical role in driving awareness and advocacy of momelotinib, which contributed to NICE’s recommendation of the treatment. They also highlighted how momelotinib addresses an unmet need in the myelofibrosis space, further emphasising the value of the new treatment. By collaborating with HCPs and patient advocacy groups that understand the value of momelotinib, GSK could leverage their support to help drive endorsement of momelotinib.

In an age where social media is so prevalent, insights from comprehensive HCP social media listening can help product launches and maximise blockbuster success. When launching a product with ‘blockbuster’ potential there is a great need to understand the voice of HCPs, their opinions, needs and sentiment towards your drug, as well as a deep understanding of the landscape being launched into. 

To find out what this might look like for you, why not watch our on-demand webinar  ‘Why you need HCP social media intelligence to launch a blockbuster drug.’

 

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Meet the Author

Jessica Fernandes

After attaining a 1st class degree in Theology from Durham University, Jessica returned to Kent to join the graduate programme here at CREATION.co. She uses her research and analytical skills to inform health strategy and serve clients.

Outside of work, Jessica loves to travel and visit historical landmarks. She also enjoys mini-golf and going out for brunch with friends and family.

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