ThreatTracker in Action

Pharmaceutical Issue Averted

Situation: A leading pharmaceutical manufacturer’s large-scale launch of a breakthrough over-the-counter medication was jeopardized when patient side-effects were revealed and rumors began spreading online.

Solution: Through weekly strategy calls and brand tracking during the critical launch phase, ThreatTracker enabled the client to identify and reach key opinion leaders online—and leverage the overwhelming positive user experience to counter non-user misperceptions. The client addressed other potential patient issues at the onset, and shifted marketing messages accordingly.

Poor Customer Service Goes Viral

Situation: A leading fi rm became one of the most talked-about and publicized brands as a result of a “viral video,” highlighting questionable employee behavior and lax customer service.
Solution: Within minutes of being posted, ThreatTracker spotted the video, and immediately notified managers— facilitating instant mobilization of crisis response efforts. Guided by rapid analysis and situational assessment, crisis management actions were swiftly implemented in the company’s customer service, Web content, marketing and operations groups.