Abstract
Pharma is no stranger to the idea of nurturing and defending corporate
reputations. But in this hyper-connected world, Likes and Tweets are
replacing traditional authority sources and creating a completely new
communications landscape, in which news, especially bad news, travels faster
than ever before.
In this climate, it's essential for organisations to go beyond a corporate
social responsibility programme and really understand, and respond to, the
expectations and needs of different stakeholders. Companies often need to
implement new organisational structures to manage perceptions more effectively.
At most companies, there is a will to invest in reputation management, but the
internal know-how and resources may not be there yet. Questions still need to
be answered: What is our reputation? Does our reputation really matter? And if
it does, what can we do about it?
Report Overview
This comprehensive report is designed to help anyone with a leadership role in
reputation management navigate the rapidly changing communications environment.
With this invaluable resource you'll be able to identify the factors that
matter most to Pharma's key stakeholders and to the public at large, and to
ensure that capabilities are in place to protect against risks and exploit
opportunities as they arise.
The report closely examines the latest research and industry practices to
provide an overview of key current issues affecting reputation, data on the
real financial impact of reputation management, insights into the expectations
of shareholders and customers, and best practices on reputation management in
the Pharma industry.
You'll also get an in-depth look at five different approaches to reputation
management, with detailed case studies from companies at various points on the
way to making reputation thinking fully integrated into every strategic
decision.
Key Report Features
- Up-to-date overview of fast-changing communications environment
- Pharma's standing vis-a-vis other industries
- Corporate vs. product branding
- Perspectives of key stakeholders
- Practical guidance on reputation management
- Latest techniques and data on measuring reputation
- Five case studies showing how companies are approaching reputation
management
- Definitions of key terms and concepts
Key Benefits
- Understand the new drivers affecting reputation, including social media,
and changing attitudes towards authority
- Hear how top companies and industry associations are responding to changes
- Learn how a good reputation can defy adversity
- See how the Pharma industry is perceived vs. other industries
- Discover new ways to measure reputation, and to gauge the ROI of
reputation management
- Get unique insights into the reputation management approaches of five
pharmaceutical companies
- Acquire practical know-how on the best practices in the industry
Expert Views include:
- Jon Richter, senior director, Reputation & Policy Communications,
Pfizer
- Ray Jordan, vice-president, Communication and Corporate Affairs,
Johnson & Johnson
- Stefan Gijssels, vice-president, Communication and Public Affairs,
Janssen
- Mike Rulis, global head of communications, Novo Nordisk
- Mindi Dooa, communications director, Astellas Pharma Europe
- Kathryn Metcalfe, director, Deloitte
- Anthony Johndrow, managing partner, Reputation Institute
- Chrystine Zacherau, vice-president of healthcare research, APCO
Worldwide
- Marc Rochat, marketing and sales manager, Covalence
Key Quotes
"We have one thing going for us and that is we make products that help
people either survive or live better lives. That's the big plus we have as an
industry compared with many others and that is what we must focus on."
Mike
Rulis, global head of communications, Novo Nordisk
"Doing something because it's the right thing to do has run its course. Now
it's reputation, because people are asking hard questions about the companies
behind the services they buy. If you can't answer, they will rate you poorly."
Anthony Johndrow, managing partner, Reputation Institute
"The expectation of consumers has changed so much over the years that, in
addition to a relationship with a given brand or product, they want to know
the company behind it stands for something meaningful and something good."
Jon Richter, senior director, Reputation & Policy Communications, Pfizer
Key Questions Answered
- What constitutes a good reputation?
- What is a good reputation worth?
- What is expected of a pharmaceutical company, and by whom?
- What business practices or messages improve your reputation?
- How is corporate reputation different from product branding?
- Are good deeds good business?
- What are other companies doing to strengthen their reputation?
- How does new reputation thinking fit with existing CSR and communications
programmes?
- What are the main steps towards reputational competence?
Who Should Read This Report?
- Communications and marketing personnel:
- Communications personnel
- Corporate Affairs personnel
- Brand managers
- Reputation personnel
- PR personnel
- Marketing managers
- Executives in all functions
Table of Contents
Content Highlights
Executive summary
The reputational landscape
- Foundations for trust
- What Barclays can learn from big pharma
- A more central position
- No news still good news
- Complex communications environment
- Dispersion of authority
- Pharma not trusted on social media
- Trust collapsing in governments
- A question of size
- Good reputations defy adversity
- New narratives emerge
Reputation matters
- Corporate versus product branding
- Talking the corporate story
First steps towards a good reputation
- Clear sense of identity
- What is a good reputation worth?
- Reputation dividend
- Pharma Return on Investment study
- What constitutes a good reputation?
- What is expected of a pharmaceutical company?
- Expectations of key healthcare stakeholders
- The patient perspective
- Industry not listening to patients
- Corporate social responsibility
- The ethical dimension
- First-strike advantage
- Access to Medicine Index
- Are good deeds good business?
Case studies: Organising the reputational journey
- Greater cohesion at Janssen
- Defensive programmes
- Creating a positive presence
- Managing the enterprise reputation at J&J
- The Novo Nordisk way
- Benefits of DAWN
- Get Old at Pfizer
- Public attitudes changing
- Listening to the affiliates
- Changing Tomorrow at Astellas
- Voluntary work in local communities
- Learning from the best
- Learning from the advanced
- Reputation diagnostics
Acknowledgements
Pharma Reputations: Managing Perceptions published by Doctor's Guide Publishing Limited (FirstWord Pharma) in September 11, 2012. This report consists of 69 Pages and the price starts from US $ 645.
