Unable to Determine Public Perception, Pharmaceutical Company Turns to Fullintel to Bring Things Into Focus.
The Client
One of the largest pharmaceutical companies in the world, this client has several therapeutic lines from respiratory issues to oncology. However, despite the company being a leader in its field, it did not have a clear and standardized reporting methodology to help its communications team and senior stakeholders evaluate and understand the company’s Reputation in the news and on social media.
The Challenge
Like most major pharmaceutical companies, this client has a large traditional and social media footprint. The company is mentioned thousands of times each day by sources around the world. However, the client did not have a standardized media reporting methodology to help evaluate and understand its reputation in the media. This essentially left the communications team and senior stakeholders unable to determine how the company was publicly perceived.
After searching for sensible, easy-to-digest methods of quantifying its prolific public affairs efforts based on external signals, our client found Fullintel. We proposed that they adopt a monthly reporting schedule based on our AMEC Framework-inspired Media Impact Score (MIS), overlaid against polling data and other insights for advanced reputation and brand favourability analysis.
This analysis would achieve the following
- Allow the client to track its reputation along a rolling three-month window
- Allow tracking of average MIS in traditional and social media
- Allow for cross-referencing of average MIS (previous month) and average MIS (current month) against favorability/reputation ratings for the same period
Our client also wanted to meet a communications goal of being able to track and measure exactly which PR efforts resulted in earned traditional or social media coverage.
The Solution
Fullintel recommended an analyst-curated measurement program based on monthly and quarterly analysis periods driven by a combination of qualitative and quantitative metrics. A mix of social and traditional media sources was overlaid against public polling data.
The reports were driven in large part by several benchmark metrics, including:
- Reputation scoring measured through opinion polls put to the general public, investors, and those in politics to help the client understand its reputation among customers, decision-makers, and the general public. These metrics were overlaid against various prominent news stories and news drivers to show the correlation between relevant news events and the company’s reputation.
- Media Impact Scoring (MIS) of each media article and social post, to help the client understand the true value of news coverage and social mentions. Fullintel’s MIS, a fully
customizable metric based on AMEC’s Integrated Framework, is calculated using factors such as outlet tier, sentiment, prominence, and headline visibility for traditional articles, along with sentiment, prominence, and handle mentions for social posts. - Total news coverage, social posts, and average MIS score benchmarked against previous months.
To track reputation over time, reports were designed to include a daily reputation trend chart against a three-month reputation comparison chart. MIS and Reputation Score comparison charts were added to show which announcements, posts, or news had the most impact and biggest effect on the company’s brand, along with competitive media share of voice (SOV) and competitive reputation scoring.
The Deliverables
Fullintel now provides deep reputation and media impact scoring correlated with popular news drivers and social posts (Twitter, Facebook, LinkedIn) to our client. This approach has provided the company with a better understanding of the evolution of its perception among important stakeholder groups, and how traditional and social media directly impact the firm’s reputation.
A few uniquely innovative elements of Fullintel’s combined approach include:
- 1. Reputation Score cross-referenced with news drivers:
Fullintel monitors the company’s daily average Reputation Score and correlates it with media coverage to identify the coverage responsible (if any) for any increase or decrease. - 2. Month-over-month reputation tracking:
This allows the client to understand changes in its reputation as they happen. This allows the communications team to adjust outreach or campaigns on the fly as it analyzes the data. - 3. Reputation Score classification:
Reputational analysis is divided into three stakeholder groups: The general public, those with at least $50,000 USD of investments in public companies, and those involved in politics. This classification helps the client break its Reputation Score down among three vital stakeholder groups. - 4. Reputation Score cross-referenced with MIS:
Reputation Score from all stakeholder groups are then compared with Fullintel’s MIS metric, to track the correlation between the two and the actual impact of coverage on the public’s perception of the company’s brand. - 5. Competitive reputational analysis:
The Reputation Score and SOV of the company’s top seven competitors are also broken out, to provide the communications team with the right context in terms of where the company stands in relation to competitors.
This rich, reputational, and impact data is combined with qualitative insights around long-term trends, sentiment, and other factors that could affect coverage and public perception. The SOV of the most popular therapeutic areas and top social drivers measured by engagement are also analyzed.
The Result
Fullintel’s innovative media impact and reputational scoring provide the client with a full view of its reputation among the public and media. Since we correlate this data with news drivers and other noteworthy elements, the company’s team now enjoys a dramatically improved picture of how it’s perceived.
Fullintel’s measurement program has provided our client with the right tools to meet its goal of tracking exactly which PR efforts result in earned traditional or social media coverage.
“We’ve historically struggled to quantify how our public affairs efforts impact our earned coverage,” explained our client company’s Senior Manager of Corporate Communications. “Being able to quantify our efforts internally was something we were looking to do, and the way the Media Impact Score is created and broken down as a simple score or scorecard was very impressive and is very useful to us.”
Meeting these goals – along with having an accurate view of its reputation – is important for any company in such a public and highly regulated industry. The reputation of a pharmaceutical company can impact everything from its overall sales to regulatory issues to clinical trials and drug approvals.
The client can trust in and act on the data provided by Fullintel partially because of our expert curation and measurement approach, which combines supervised automation for certain processes overseen by full human curation and analysis by media analysts to ensure relevance and accuracy.
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