Expert qualitative and quantitative analysis was leveraged to meticulously analyze all posts from the previous year on a large online community for people affected by bladder cancer. This approach provided deep insights into patient behaviors, preferences, and unmet needs. Findings were translated into strategic recommendations for the company's social media, marketing, and campaign efforts.

These strategic recommendations resulted in an unbranded bladder cancer campaign the following year. The success of the campaign led the brand team to seek further insights in the pancreatic and gastric cancer spaces; in subsequent projects, similar qualitative and quantitative insights were employed to develop strategic recommendations that were also successfully implemented by the company.