Corporate Image Study: Major Pharmaceutical Company

Passerieu Consulting carried out the French aspect of this pan-European study for a major pharmaceutical company.

Key questions

• To gain deeper insight into the company’s reputation among key opinion leaders (KOLs) in a number of sectors, such as: media, government, NGOs, academics and key medical consultants and experts.
• To better understand expectations around the company’s role in meeting the challenges facing the pharma industry, and its position versus its competitors.
• To analyse the reputation of the company in the broad context of its role and the image of multinational companies in today’s world, as well as to uncover what is expected of them in the future.

Methodology

In collaboration with the client, we identified the relevant organisations and KOLs to be interviewed. Then we conducted 12 in-depth interviews by telephone and analysed the results.

Outcome

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