Corporate Image Study for a major Pharmaceutical Company in Europe

Key Questions

• The broad goal of this study was to gain deeper insight into  the company’s reputation among key opinion leaders in a number of key sectors – media, government, NGOs, academics and key medical  consultants and experts. 
•  We  wanted  to better understand expectations around the company’s role in meeting the challenges facing the pharma industry, and its position versus its competitors.
• The reputation of the company was to be analysed in the broad context of the role played and the image of multinational companies in today’s world, and what is expected of them in the future.•The project was carried out in  Europe, Passerieu Consulting  carried out the French study.

Methodology

• In collaboration with the client we identified  the relevant  organisations and the relevant KOL to be interviewed. Then 12 depth-interviews were conducted by telephone among those key opinion leaders.

Outcome

• Our findings showed that the pharmaceutical industry  after decades of making important contributions to quality of life, longevity, economic growth is at a cross roads  and it is clear that the traditional business model is not sustainable. Interestingly, the top opinion leaders involved in this field displayed very  clear and strong views about what gives a company a good image and what the client company could do at a general level and specifically in their engagement with them.