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How social media intelligence can support label expansion: J&J’s guselkumab

06.06.2025 | Insight

How social media intelligence can support label expansion: J&J’s guselkumab

In the last 12 months, Johnson & Johnson’s IL-23 biologic, Tremfya (guselkumab), received two FDA approvals in the IBD space; for ulcerative colitis (UC) in September 2024, and for Crohn’s disease (CD) in March 2025. Having previously been indicated for plaque psoriasis and psoriatic arthritis, this was another marker of the shift of IL-23s from the derma-immunology space to the IBD-immunology space – a shift also undertaken by AbbVie’s Skyrizi (risankizumab-rzaa) in recent months. 

At CREATION.co, we tracked the online HCP conversation about Tremfya to discover how HCP opinions and focus shifted over the last year relating to and as a result of these updates.

How online HCP conversation can predict market shifts

The ebb and flow of HCP Tremfya conversation since May 2024 was a key indicator for how HCPs can be predictors of significant market events, such as the FDA approvals for Tremfya’s IBD indications. The biggest spikes in HCP posts over the year were driven by these events, with around 20% of posts discussing said approvals (~120).

In May 2024, HCPs reacted to the positive results of the QUASAR trial. This data would eventually lead to the FDA approvals seen in the following 12 months. At the time, HCPs called this data “outstanding”, sharing the key points with their online networks. 

The largest peak came when Tremfya was approved for UC in September 2024. Gastroenterologist and researcher Edward Loftus commented on this, sharing J&J’s press release. This post was shared by 12 other HCPs.

In the comments following this post, Dr Loftus predicted that the approval for Crohn’s disease would come 3-4 months later – a prediction which was not too far off from coming true (it took 6 months, in March 2025).

When this Crohn’s approval came in March 2025, Fahadal Najjar, a gastroenterologist from Kuwait, welcomed the update, calling it “good news for Crohn’s patients”. In the same post, he referred back to a post he wrote back in October 2024, where he attended a read-out at the European Congress of Gastroenterology. This readout demonstrated Tremfya’s superiority over Stelara, another IL-23 biologic from J&J – Dr Najjar called these results “excellent”, again emphasising the benefits this will bring for patients.

These discussions show how HCPs can predict the stages of drug launch and approval, and are often talking about it online. Listening to these conversations could help inform launch and HCP engagement strategies.

How online HCPs can provide a competitive advantage

As well as being able to predict and prepare for the next stage of your drug launch, HCP social media listening can also provide valuable insights into the perceived benefits and drawbacks of a treatment versus its competitors. According to a J&J statement, Tremfya is positioned to be the first IL-23 that can also be administered by subcutaneous induction, rather than solely via IV induction, allowing for greater flexibility for physicians and patients.

Online HCPs highlighted this benefit, reinforcing the science with their experience. Michael Chiorean, a US-based gastroenterologist from Sweden, stated that these data were a “successful challenge to the concept that powerful induction can only be achieved with IV”.

This post was reshared by numerous other HCPs, amplifying its reach extensively among the scientific community.

Edward Loftus also praised Tremfya SC induction data released in November 2024, calling it “exciting”.

Overall, CREATION.co’s analysis identified over 100 HCP posts discussing the subcutaneous and intravenous induction potential of Tremfya. Other HCPs in this conversation reported on various trial results and outcomes, further disseminating the new scientific knowledge. 

One physician central to this discourse was Aline Charabaty, another US-based gastroenterologist who ranks as the #1 most peer-impactful HCP in IBD on CREATION.co’s DOL Finder platform. Her posts about Tremfya, which focused mainly on data sharing and congress updates, received 25 reshares from other HCPs. This is one piece of evidence which emphasises the trust her peers have in her online content. From this, one can see how analysing HCP posts about product milestones, and how other HCPs respond to those posts, provides valuable insights. For pharmaceutical leaders, knowing which trusted leaders are impacting their online peers can powerfully inform your communications and engagement planning to support science-backed treatment decisions.

What next for pharmaceutical leaders and Johnson & Johnson?

These insights reveal how 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 more informed, impactful launch and engagement strategies.

So what should Johnson & Johnson do next with insights from the online voice of HCPs?

  1. Keep listening to the HCP voice. Tracking the online voice of HCPs will provide timely alerts on physician experience and what is shaping their views about IBD and its treatment, enabling more meaningful customer engagement.
  2. In markets outside of the US, consider how HCP reactions should shape ongoing medical communications.
  3. With market access decisions pending in some markets in Europe, use insights from the HCP voice to prepare commercial messaging. Consider how HCPs are discussing the benefits of Tremfya including its administration options.
  4. Identify the leading Digital Opinion Leaders and learn what is important to them. Discover which HCPs are trusted among their peers, and what is important to those DOLs, in order to develop relevant engagement tactics, ultimately activating these DOLs for better outcomes.

CREATION.co provides a comprehensive insights-led consulting service to track the online HCP voice, identify and profile Digital Opinion Leaders, and develop meaningful engagement strategies in IBD. Get in touch to learn how we can help you.

 

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Meet the Author

Ben Stott