Custom Marketplace Analysis:
University of Delaware | NIIMBL

The Challenge

After the Covid-19 pandemic, The University of Delaware’s National Institute for Innovation In Manufacturing Biopharmaceuticals (NIIMBL) needed to understand the perception and sentiment toward biopharmaceutical consortia to help reestablish their marketplace presence. Specifically, NIIMBL wanted to learn what audiences valued across biopharmaceutical and biotech consortia. It also wanted to benchmark perception and sentiment results across direct consortia competitors. The goal was to determine the brand presence levels for NIIMBL inside and outside the biopharmaceutical industry.

Our Solution

Using a two-year data lookback period to capture both pre- and post-pandemic periods, Metric Centric examined conversational data across the web toward specific consortia to determine how NIIMBL matched up against direct competitors. The study further analyzed the reputation of specific consortia academic and corporate professionals within the biopharmaceutical industry.

The Results

Our analysis delivered a measurable view for audience perception toward NIIMBL and direct consortia competitors. NIIMBL was able to identify the topic interests that were most important for the professionals it was targeting. The insights gained helped to produce targeted messaging about the values of NIIMBL and their consortia to key influencers and authoritative web communities.