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How social media intelligence can signal blockbuster success: BMS’ Opdivo

05.08.2025 | Insight

How social media intelligence can signal blockbuster success: BMS’ Opdivo

CREATION.co supports pharmaceutical companies by helping them to understand the digital voice of healthcare professionals (HCPs) and leverage HCP social media intelligence. Over the past six months, we have tracked over 10,000 social media posts from more than 3,000 verified HCPs worldwide discussing Bristol Myers Squibb (BMS) and its broad treatment portfolio. Sentiment of HCP posts were analysed using AI-driven classification tools, followed by a manual review to capture clinical nuance and context.

This dataset reveals not only what clinicians are saying, but what they feel, what they overlook, and what is shaping clinical conversation. It also reveals that HCP conversation of BMS’ products and portfolio spike particularly during key congresses. Tracking the online conversation during key congresses and events can be particularly valuable for understanding HCP sentiment towards the latest data releases and evolving treatment landscape. 

More than half (~52%) of the HCP discussion about BMS centered around Opdivo (nivolumab)

Opdivo was by far the most discussed BMS treatment, driving HCP discussions across a broad spectrum of oncology therapy areas. According to BMS’ Q1 2025 results, Opdivo generated approximately $2.3 billion in sales over the previous quarter, cementing its status as a leading blockbuster alongside other prominent BMS products like Eliquis, which also sparked significant HCP discussion.

 

Opdivo was mentioned by HCPs in numerous oncology therapy areas; mostly by compound name and in the context of trial and study results. In the renal cancer space, HCPs mentioned Opdivo when discussing the 9-year follow-up results of CheckMate 214 during ASCO 2025. Psycho-Oncologist, Cristiane Bergerot celebrated the nivolumab and ipilimumab regimen as “a true game changer in mRCC care.” This post was amplified several times by other HCPs, and garnered over 200,000 impressions. Other oncologists, such as Emre Yekedüz working both in the US and Türkiye, shared the data and reinforced its place as a first-line standard of care. HCP social media intelligence offers real-time insights into how clinicians respond to the latest trials and data releases.

Similar positive sentiment emerged in the non-small cell lung cancer (NSCLC) space, as HCPs reacted to the overall survival benefits of nivolumab in combination with chemotherapy. Oncologist Amol Akhade’s post which referred to CheckMate 816 as providing “landmark OS data” was amplified by 18 other HCPs and garnered over 75,000 impressions. GI Medical Oncologist, Ilyas Sahin commentating on the results noted that “nivolumab + chemotherapy sets a new survival benchmark for resectable NSCLC.” Social media posts, such as these, reveal HCP sentiment towards treatment regimens and can signal adoption on the front-line.

Opdivo’s approval trajectory and adoption was foreshadowed by initial HCP sentiment toward the trial data

In April 2025, the FDA approved Opdivo (nivolumab) and Yervoy (ipilimumab) for the treatment of metastatic colorectal cancer (CRC), as well as the treatment of metastatic or unresectable hepatocellular carcinoma. Yet, even before the FDA’s decisions were announced HCPs were already reacting positively to trials in the CRC space.

In January 2025, there was a noticeable spike in HCP conversation about Opdivo, largely driven by discussions emerging from the ASCO Gastrointestinal Cancers Symposium. HCPs in particular discussed the CheckMate 8HW trial in CRC and the CheckMate 9DW trial in hepatocellular carcinoma (HCC).

Within the CRC space, many HCPs were already embracing the dual immunotherapy as a new standard of care. HCPs viewed the trial outcomes positively, particularly highlighting the regimen’s “favourable safety profile” and manageable toxicity.

In contrast, reactions to the CheckMate 9DW data in the HCC space were more mixed. While some HCPs praised the treatment as a “great additional option in 1L HCC,” others voiced concerns about toxicity. These signals which emerged from the HCP social media discussions hinted at HCP uptake hesitancy. 

These concerns were further reflected even after the FDA’s approval, as HCPs weighed in on whether they would now adopt the treatment over other established regimens in the HCC landscape. It is clear from the HCP dialogue that trials do not become real-world conversations without peer interpretation and visible endorsement. 

Oncologist, Amol Akhade highlighted that Roche’s competitor combination therapy atezolizumab and bevacizumab would remain his preferred treatment of choice due to difficulties in managing toxicity of BMS’ regimen. Similarly Rohit and Rahul Gosain, otherwise known as the Oncology Brothers, posted a post which suggested that they were not convinced to change their treatment strategy due to concerns about toxicities associated with nivolumab and ipilimumab. While this sentiment was expressed more explicitly following the FDA’s approval, tracking the conversation early on would have revealed these concerns emerging much prior. 

Roche’s regimen captured the largest share of voice, compared to other first-line regimens for advanced HCC. HCPs shared studies about atezolizumab and bevacizumab, including its real world comparative effectiveness study STRIDE and the interim analysis results of its AMETHISTA trial, which demonstrated similar results to the previous IMbrave150 trial and reinforced HCP confidence in the established regimen. 

Opdivo in combination with Yervoy accounted for 31% of the HCP share of voice in discussions about first-line treatments for advanced HCC, slightly behind Roche’s more established regimen. In the context of HCP social media intelligence, share of voice provides valuable insight into clinical interest, engagement with trial data and real-world evidence, and even signals adoption potential or hesitancy. When combined with sentiment analysis, it enables pharmaceutical companies to better understand how their therapies are perceived within the current treatment landscape and among the HCP community.

HCPs questioned the choice of sorafenib as a control arm in the HCC trials

When discussing the evolving treatment landscape and various trials in HCC, several HCPs raised concerns about the design of certain studies. Specifically, they questioned the continued use of sorafenib as a control arm, considering it to be “an inferior 1L option.” Understanding HCP perspectives like these can inform the design of future trials and help sponsors make evidence-based decisions for choices like control arms, comparators, or endpoints. In turn, this may ensure trial credibility and acceptance among HCPs.

What next for Bristol Myers Squibb?

These insights demonstrate that online HCP conversations not only reflect key industry developments but can also anticipate them. By listening to impactful HCP voices, pharmaceutical leaders can use customer insights to shape their strategies to increase adoption of their products.

So what should Bristol Myers Squibb do next with insights from the online voice of HCPs?

  1. Proactively track online HCP conversations and respond to emerging concerns in real time.

Social media intelligence revealed that HCPs voiced early concerns about the toxicity of Opdivo and Yervoy in the hepatocellular carcinoma (HCC) space, signaling potential barriers to uptake even before regulatory approval. By actively monitoring the online dialogue and addressing clinician concerns in a timely manner, pharmaceutical leaders can support HCPs with evidence-based guidance on toxicity management. This approach would restore confidence in the regimen, encourage adoption, and ultimately improve patient access to innovative treatments.

  1. Clearly differentiate Opdivo and Yervoy from the wider competitive landscape.

While BMS’ combination regimen received positive attention from their CheckMate 9DW data, some HCPs expressed a preference for more established treatment options, particularly in advanced HCC. These reactions underscore the importance of clearly positioning Opdivo and Yervoy against competitors by emphasizing its unique clinical advantages, such as survival and efficacy benefits, alongside its mechanism of action. Insights from the HCP conversation can be used to shape medical communication strategies.

  1. Identify and engage Digital Opinion Leaders (DOLs) to increase uptake.

Digital Opinion Leaders are shaping real-time clinical conversations and influencing treatment decisions through their interpretation and amplification of new data. By identifying DOLs who are early adopters or advocates of Opdivo and Yervoy, BMS can co-create authentic, peer-led content that resonates with the wider HCP community. Strategic engagement with these voices can accelerate uptake, support clinician education, and increase adoption among clinicians.

CREATION.co serves pharmaceutical leaders by analysing the online voice of HCPs, delivering actionable insights, identifying HCP Digital Opinion Leaders, and offering insights-driven strategic consulting. To learn how we can support your team to uncover insights like these, get in touch.

 

 

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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.