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 companyâs reputation among key opinion leaders in a number of key sectors â media, government, NGOs, academics and key medical consultants and experts.
- We wanted to better understand expectations around the companyâs 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 todayâs world, and what is expected of them in the future.â¢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.
