Pharma RepTrak® 2015 The World`s Most

Transcription

Pharma RepTrak® 2015
The World’s Most Reputable Pharmaceutical Companies
The Pharma Industry’s Reputation in the Eyes of the General Public
A Reputation Study with Consumers in 15 Countries
RepTrak® is a registered trademark of Reputation Institute
© 2015 Reputation Institute, all rights reserved
Why is reputation important? It is about gaining people’s trust…
The business case for reputation
Your success as a company relies on people
supporting you…
•  Customers buying your products…
•  Policymakers and regulators giving you a license to
operate…
For them to support you,
they need to trust you.
Trust you as a company that
will deliver on its promises.
Trust you as a company that
has a
good reputation.
•  The financial community investing in you…
•  The media reporting on your point of view…
•  Employees delivering on your strategy…
2
…and delivering on that trust by living up to expectations
The business case for reputation
• 
For your stakeholders to trust you, you need to deliver
on their expectations…
• 
They expect you to be leading on 7 key dimensions:
1. 
2. 
3. 
4. 
5. 
6. 
7. 
If you deliver on these 7 dimensions,
you will gain support from each
stakeholder.
Products / Services
Innovation
Workplace
Governance
Citizenship
Leadership
Financial Performance
How do they see you?
3
Pharma RepTrak® 2015 – Big Pharma’s Reputation with the General Public
PHARMA INDUSTRY
REPUTATION
Big pharma reputation with the general
public in 15 markets
STUDY:
Pharma RepTrak®
DATA COLLECTION:
JAN – FEB 2015
Pharma RepTrak® 2015
Number of Countries
15
Number of Companies
12
Number of Ratings
20.789
STAKEHOLDER:
GENERAL PUBLIC
QUALIFIED COMPANIES
ABOVE AVERAGE REPUTATION IN HOME MARKET
HIGH FAMILIARITY WITH CONSUMERS IN 15 MARKETS
GLOBAL FOOTPRINT IN PRODUCTION/DISTRIBUTION
4
How to understand the numbers behind Pharma RepTrak® 2015
Significant differences and normative scale
Significant differences
Significant differences
In any study based on a sample of the population, there
are statistical errors in all measurements.
The table to the right shows the difference needed
between two scores before they can be said to be
significantly different.
Only score differences that are statistically significant will
be shown in this report.
Normative scale
Using an extensive database containing results from
thousands of studies throughout the world since 1998,
Reputation Institute has developed a normative scale (in
everyday language “the traffic lights”) that indicates
whether a particular score is high or low when
benchmarked against previous studies of a similar
character.
GlobalPharma
RepTrak
Emerging/De
Emerging vs
veloped and
Developed
Global
Countries
Reputation
Dimensions/Expressive
ness/Personality
> 0,5
> 2,0
> 0,6
RepTrak® Pulse
> 0,3
> 1,0
> 0,3
Company
Company
Emerging/De
Emerging vs
veloped and
Developed
Global
Company
Global
Company
Between
Markets
> 0,7
> 1,8
> 7,0
> 2,4
> 2,6
> 0,4
> 0,9
> 3,5
> 1,2
> 1,3
Excellent/Top Tier Above 80
Strong/Robust
70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Bottom Tier Below 40
5
Pharma RepTrak® 2015 -The World’s Most Reputable Pharma Companies
Pharma RepTrak® 2015 includes 12 global pharma companies in 15 key markets
12 global pharma companies…
competing in the 15 largest economies…
For the title pf
the most reputable
pharma company
Global
Mature Markets
Australia
Canada
France
Germany
Italy
Japan
Spain
UK
USA
Emerging Markets
Brazil
China
India
Russia
South Korea
Mexico
7
Standing out on what matters – three things drive pharma reputation!
Citizenship and governance are now more important than ever before
1
1
Being a responsibly run company that
behaves ethically and is open and transparent
in its business dealings
Offering high-quality excellent products and
reliable services
2
2
1
Being a good corporate citizen that supports
good causes and protects the environment
Key personality drivers
ü 
ü 
ü 
ü 
ü 
ü 
ü 
ü 
Honest, sincere, trustworthy, socially responsible
Reliable, secure, hardworking
Concerned, reassuring, supportive, agreeable
Friendly, pleasant, open, straightforward
Imaginative, up-to-date, exciting, innovative
Technical, corporate
Ambitious, achievement oriented, leading
Prestigious, exclusive, refined
8
Pharma reputation development 2013-2015
Pharma reputation remains average over years
2013
65,7
n= 19.438
-3,0
2014
2015
65,9
65,7
n= 20.175
n= 20.789
Strong/Robust
70-79
All Global RepTrak® Pulse scores that differ by more than +/-0,3 are significantly different at the 95% confidence level..
Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the RepTrak® Pulse score on a 0-100 scale).
9
Companies all fall into the average tier and the lack of differentiation seen over years
continues
All companies are average but can be divided into three tiers. Bayer keeps the lead for the fourth year in a row
1
69,2
2015 Pharma RepTrak® - Winners
1
2
66,9
67,5
66,9
66,1
68,4
3
2
65,0
64,9
64,8
65,0
64,8
64,6
66,9
67,6
64,3
66,5
2014
3
65,5
Strong/Robust
70-79
65,0
65,5
63,6
64,9
65,0
65,1
64,1
2015 n= 20.789
2014 n= 20.175
10
Global pharma’s reputation is mixed – while 34% perceive the industry as having an
excellent reputation, 23% perceive the industry’s reputation as weak/poor
Pharma Industry
65,7
RepTrak® Score Globally
Reputation Score
Strong/Robust
0-39
40-59
60-69
70-79
80+
Distribution among
respondents
15%
23%
15%
13%
34%
RepTrak® Mean Score
21,1
50,7
65,4
74,6
91,8
Poor
Weak
Average
Strong
Excellent
70-79
n= 20.789
11
Reputations have remained stable for most companies
Lilly, GSK, and Bristol-Myers Squibb have seen significant improvements, while Novo Nordisk and Novartis have
faced significant declines
Gap
Gap
Rank
Global Reputation
2015
2014
2015 vs.
2014
1
68,4
69,2
-0,8
2
67,6
67,5
0,1
3
66,9
66,9
4
66,5
65,0
5
65,5
6
65,5
Rank
Global Reputation
2015
2014
2015 vs.
2014
7
65,1
66,9
-1,8
8
65,0
64,9
0,1
9
65,0
65,0
1,4
10
64,9
64,8
0,2
64,3
1,2
11
64,1
64,8
-0,7
64,6
0,9
12
63,6
66,1
-2,4
Strong/Robust
70-79
Statistically non-significant score difference between
2014 and 2015
Statistically significant score difference between 2014
and 2015
2015 n= 20.789
2014 n= 20.175
12
Global pharma reputation in 2015 is average across the board – 4 markets are outliers
2014 73,5
65,9
64,7
2015 65,7
65,8
70,9
69,8
Russia
UK
Canada
64,5
66,5
RepTrak®
Score Globally
S. Korea
Italy
62,5
Mexico
Germany
France
Spain
USA
58,9
Japan
61,0
China
64,7
India
66,3
60,4
62,4
73,1
Brazil
Australia
Strong/Robust
70-79
n= 20.789
13
48-58% of the public are unsure about what the pharma companies are
doing on the 7 dimensions
Pharma, Global
Dimensions
Negative (1-2)
Neutral (3-5)
Positive (6-7)
Not Sure
[sorted by Dimension]
Products/Services
4,5%
45,1%
47,3%
3,2%
Innovation
4,4%
45,9%
44,9%
4,9%
Workplace
4,5%
Governance
6,1%
45,5%
Citizenship
6,1%
45,5%
Leadership
4,7%
Performance
3,7%
42,7%
44,6%
43,4%
37,4%
38,7%
15,3%
9,7%
36,5%
12,0%
40,2%
10,5%
43,8%
9,0%
n= 20.789
Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services
Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business
Workplace: 'Company' is an appealing place to work -- it treats its employees well
Governance: 'Company' is a responsible company -- it behaves ethically and is open and transparent in its business dealings
Citizenship: 'Company' is a good corporate citizen -- it supports good causes and protects the environment
Leadership: 'Company' is a company with strong leadership -- it has visible leaders and is managed effectively
Performance: 'Company' is a high-performing company -- it delivers good financial results
14
Mature and emerging markets remain at similar levels to 2014 – mature markets score
higher across all dimensions
Global
68,4
66,1
2015
68,4
65,6
Strong/Robust
66,6
64,1
64,1
64,1
63,2
63,6
n= 20.789
n= 12.306
n= 8.484
69,1
65,9
70,2
68,5
65,2
67,3
70,3
66,1
66,4
69,7
65,8
63,5
64,9
64,8
64,8
63,5
69,6
66,5
66,0
65,3
64,2
68,7
66,4
67,7
Emerging Markets
70,2
70,7
67,5
65,7
63,7
2014
Mature Markets
65,1
67,3
65,6
66,5
64,5
63,5
64,5
64,7
64,3
n= 20.175
n= 12.442
n= 7.733
70-79
All Emerging/Mature RepTrak® Pulse scores that differ by more than +/-0,3 are significantly different at the 95% confidence level..
All Emerging/Mature Dimension scores that differ by more than +/-0,6 are significantly different at the 95% confidence level.
15
Familiarity with pharma companies remains low compared to other global RepTrak®
100 companies
2015
100%
Sony
Apple
Google
Microsoft
90%
2014
100%
Microsoft Sony
90%
Apple
Canon The Walt Disney
Company
Canon
80%
Samsung Electronics
80%
LEGO
BMW
70%
Google
BMW
70%
Familiarity (Top 4 %)
Familiarity (Top 4 %)
Rolex
60%
50%
GlaxoSmithKline
Pfizer
40%
Roche
Novartis
30%
Sanofi
Bristol-Myers Squibb
Lilly
Merck / MSD
10%
40%
20%
Abbott Laboratories
Roche
Pfizer
GlaxoSmithKline
Novartis
AstraZeneca
Abbott Laboratories
Bristol-Myers Squibb
Lilly
Merck / MSD
Novo Nordisk
10%
0%
65
50%
Sanofi
Novo Nordisk
60
Bayer
30%
AstraZeneca
20%
60%
The Walt Disney
Company
Bayer
The LEGO Group
Daimler
70
0%
80 60
75
GlobalRepTrak®100
RepTrak® Pulse
Score
Global
Pulse
Score
Q: How familiar are you with the following companies?
n= 188.162
65
70
GlobalRepTrak®100
RepTrak® Pulse
Score
Global
Pulse
Score
75
80
n= 191.956
16
Reputation – Your #1 Driver of Support
Improving reputation increases willingness to recommend the company
48%
If a company improves its
reputation by 5 points, the
number of people who
would definitely
recommend the company
goes up by 3.7%.
46%
Willingness to Recommend (Top 2 %)
Improve reputation by 5
points and increase
recommendations by
3.7%
44%
42%
40%
38%
62
64
66
68
70
Global RepTrak® Pulse Score
2015 - Adj R²= 0,381
2015 - n= 20.789
Q: I would recommend “Company” to others
18
Improving reputation means added support across the board
– moving reputation from average to strong leads to 17%-20% more support
Reputation Score
Strong/Robust
70-79
0-39
40-59
60-69
70-79
80+
Buy
9%
15%
34%
54%
84%
Recommend to Others
9%
12%
30%
49%
81%
Welcome to Community
9%
15%
31%
49%
79%
Work for
11%
17%
34%
51%
78%
Invest
9%
13%
26%
43%
71%
n= 20.789
19
Emerging markets present a great opportunity to win support by improving reputation,
whereas support is more hard-earned in mature markets
Reputation Score
0-39
40-59
60-69
70-79
80+
Mature
Markets
5%
10%
24%
41%
81%
Emerging
Markets
14%
21%
48%
75%
92%
Mature
Markets
5%
6%
19%
35%
77%
Emerging
Markets
13%
20%
46%
71%
91%
Buy
Recommend
to Others
Strong/Robust
70-79
n= 20.789
20
Methodology of RepTrak® 100
The Global RepTrak® 100: Measuring the World’s Most Reputable Companies
The Global RepTrak® 100 Study Measures Corporate
Reputations Worldwide
Reputation Institute conducts the only truly global study designed to
identify and assess the best corporate reputations around the world.
In February and March 2015, more than 170.000 ratings were
collected from about 60.000 global consumers invited to measure
100 finalists of the World’s Most Reputable Companies in 15
markets.
Companies Rated
Reputation Institute identified a set of companies that qualified as
candidates for inclusion in the Global RepTrak® 100 study. To be
included these companies had to meet specific criteria that made them
viable candidates for the study. These criteria included annual revenue,
above average home country reputation derived from Reputation
Institute’s global database, multinational presence and high familiarity
with consumers in the measured 15 markets.
The purpose of this study was to create an index of global
companies that were both well regarded in terms of reputation in
their home markets, as well as successful in managing their
reputations around the world, given their global footprint. This study
provides an assessment of the global reputation landscape—the
companies that are most trusted, respected and admired by the
public across 15 markets.
Survey Methodology
The Global RepTrak® 100 study was conducted online in all 15
countries. Each respondent rated a maximum of 5 randomly assigned
companies from the list with which they were familiar, using Reputation
Institute's standardized RepTrak® Pulse. When interpreting results, all
Global RepTrak® Pulse scores that differ by more than +/-0.9 are
significantly different at the 95% confidence level.
Defining Reputation
Research by Reputation Institute since 1999 shows that strong
reputations are based on four key concepts: admiration, trust, good
feelings and overall esteem.
The RepTrak® Pulse Model
The RepTrak® Pulse Model measures the admiration, trust and
good feeling that stakeholders have towards a company. The
RepTrak® Pulse is the beating heart of a company’s reputation,
providing an overall assessment of the health of a company’s
reputation.
Reputation Institute’s research indicates that a reputation is built
on 7 dimensions from which a company can create a strategic
platform for communicating and engaging with its stakeholders.
The RepTrak® Pulse Model has 7 dimensions that were identified
in qualitative and quantitative research as best explaining the
reputation of a company.
In the Global RepTrak® 100 study, Reputation Institute measures
not only perceptions of companies on the core RepTrak® Pulse
attributes but also asked respondents to rate the companies on
the 7 key dimensions.
Over 170.000 reputation ratings were obtained in this study, and each
company received a minimum of 100 ratings across the 15 countries.
Questionnaire
The Global RepTrak® 100 questionnaire is a 15-minute online survey
that invites respondents to describe their perceptions of companies.
Through rigorous statistical analysis, Reputation Institute connects the
reputation dimensions with the RepTrak® Pulse scores as well as with
a measure of overall public support, to identify the drivers of corporate
reputation. Doing so enables companies to understand what matters to
the general public.
22
How are corporate reputations measured?
Reputation is driven by 7 dimensions – measured by the RepTrak® Pulse
For each company in the study, perception measures are taken of each of the factors in the model – we measure respondents’ trust, admiration, esteem and good feeling to
form a single average score across 15 countries (the Global RepTrak® Pulse), which is the dependent variable used in our driver analysis. When the full set of dimension
ratings for the 100 companies are statistically analyzed against this score, we find that to earn a strong reputation, companies need to address all 7 dimensions of reputation.
Emotional
Rational explanation
of the emotional
23
About the study -The 2015 Global RepTrak® 100
Data Collection Period
•  February - March 2015
Qualified Companies
•  Include companies with 2009-2014 Home Country Reputations above Global
Mean
•  Remove non-public facing companies
•  Remove low international scope
•  Remove smallest companies <$6B (US), <$1B (Int)
Stakeholder Group
•  General Public
•  Respondents distribution was balanced to the country population on age and
gender
•  Sample was also controlled for region
2010
2011
2012
2013
2014
2015
Number of Countries
24
15
15
15
15
15
Number of Companies
50
100
100
100
100
100
Number of Industries
17
19
18
18
19
17
Number of Respondents
40.160
47.653
47.055
57.357
59.921
61.144
Number of Ratings
181.373 166.639 152.413 165.029 171.781
177.847
Qualified Respondents
•  Familiarity: Based on a 7-point scale, respondents must select at least 4 in
order to qualify to rate a company
•  RepTrak® Pulse: To provide measures on at least three of the four pulse
statements
Questionnaire
•  All companies are evaluated on the RepTrak® Pulse and the 7 dimensions of
reputation
•  Supportive behavior is also assessed by asking questions on willingness to
buy, recommend, invest, work for, welcome into neighbor, say something
positive about and trust to do the right thing if faced with a problem
Data Collection Method
•  Web-based questionnaire in 15 countries
•  Australia, Brazil, Canada, China, France, Germany, India, Italy,
Japan, Mexico, Russia, Spain, South Korea, United Kingdom, United
States
Length of Interview
•  15 minutes
24

Pharma RepTrak® 2015 The World`s Most

Transcription

Similar documents

MathOverflow - Department of Math/CS

Bully Boy Bullmastiffs, Reg. - Puppies and Breeders Worldwide

CONNECTING THE DOTS:

Jewish News 29 Jan

NEW YEAR, NEW LOOK, NEW CHALLENGES!

Sony Bravia MonolithicA4

pulse - Wandsworth Electrical

Farm Brochure Front.indd

brand ambassadors

article pdf - ONdrugDelivery

Major Advantages of Alpex`s “fast melt technology

2010 - Saïd Business School