france pharma reptrak®2017 - rcsrcs-asso.fr/.../2017/07/french-pharma-reptrak-2017-r.pdfsource:...

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FrancePharmaRepTrak® 2017TheWorld’sMostReputablePharmaceuticalCompaniesinFrance

OlivierForlini,DirectorReputationInstituteFranceJune2017

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WhyMeasureReputation?

• Customersbuy yourproducts…

• Thegeneralpublicrecommend yourcompany…

• Policymakersandregulatorsgiveyoualicensetooperate…

• Thefinancialcommunityinvestinyou…

• Themediareport favorablyonyourpointofview…

• Employeesdeliver onyourstrategy…

RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.

Reputationisanemotionalbond… …thatensures

Thesuccessofyourcompanydependsongettingpeopletosupportyou.

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TheRepTrak®ModelSummary


REPUTATION(RepTrak®Pulse)

TheRepTrak®Systemmeasuresacompany’sabilitytodeliveronstakeholderexpectationsonthe7keyrationaldimensionsofreputation

PRODUCTS&SERVICES

INNOVATION

WORKPLACE

GOVERNANCE

CITIZENSHIP

LEADERSHIP

PERFORMANCE

REPUTATIONDIMENSIONS SUPPORTIVEBEHAVIORS

PURCHASE

RECOMMEND

CRISISPROOF

VERBALSUPPORT

INVEST

WORK

Acompanythatdeliversonexpectationsinthe7domainswillearn

supportfromitsstakeholders

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ReputationDrivesSupport(Francedrivers)- OnlyCompaniesintheExcellentRepTrak®PulseRangeAchieveSupportAbove50%

Poor0-39

4% 42%9% 21% 75%

69%

78%

68%

58%

59%

57%

32%

50%

36%

22%

30%

26%

14%

22%

17%

11%

17%

13%

6%

8%

9%

4%

7%

6%

2%

1%

4%

2%

4%

3%

Source:2017FranceRepTrak®

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WhatYouDo

Products CustomerServiceInvestments Employment

WhatYouSayBranding PublicRelationsMarketing Sponsorship

WhatOthersSayMedia KeyOpinionLeadersTopicExperts Friends/Family

Reputation Behavior BusinessResults

ReputationManagementRequiresClearMeasurementandStructure

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2017PharmaRepTrak®GlobalReputationInstitute– PharmaRepTrak®2017

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• The2017Global PharmaRepTrak®measures17companieswiththegeneralpublicin8countries.

• Withnearly17,000ratingscollectedinQ1andQ2,2017thisisthelargeststudyofcorporatereputationintheworld

• Respondentsarequalifiedat2tiers:• Familiarity:Respondentmustbe“somewhat”or“very”familiar

withcompanies• RepTrak®Pulse:75%completionofpulseratingtobeincluded

• Theresultstellus:• Whichpharmaceuticalcompaniesarebestregardedbythegeneral

public• Whatdrivestrustandsupportwithgeneralpublic• Howthetopcompaniesarelivinguptopublicexpectations

BRAZIL● CANADA● FRANCE● GERMANY● ITALY● SPAIN●THEUNITEDKINGDOM● THEUNITEDSTATES

WelcometothePharmaRepTrak®2017


8

50

55

60

65

70

75

80

2014 2015 2016 2017

Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+

70-7960-6940-59<40

NormativeScale

71.8

65.8 66.268.2

Source:2017PharmaRepTrak®n=16,898ratingsfromgeneralpublicacross8countriesGlobalRepTrak® Pulsescoresthatdifferbymorethan+/- 0.2aresignificantlydifferentatthe95%confidencelevel

PharmaReputationDevelopment2014– 2017Pharmacontinuespositivetrendinto2017andhasforthefirsttimeastrongReputation

Countriesmeasured2014-2017

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69.5

71.8

GlobalPharmaRepTrak® Score

73.5

71.2 72.672.5

70.8

72.0

72.4

USA

UK

Brazil

Italy

Germany

Spain

France

Canada


70-7960-6940-59<40

NormativeScale

AllRepTrak® Pulsescoresthatdifferbymorethan+/- 0.7aresignificantlydifferentatthe95%confidencelevel

MostlystrongReputationacrossmarkets,withbestReputationintheUSandpoorestinFranceReputationofthePharmaIndustrybyMarket

6.9

1.5

2.4

4.8

7.2

5.8

3.6

Indicatesstatisticallysignificantincrease

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Overall General Population

71.8

70.9

Male

72.8

Female

Gender

72.7

35-44

Age70.1

18-2418-24

72.0

25-34

71.8

45-64

Country71.2

Canada

70.8

Spain

72.6

UK

69.5

France

73.5

USA

72.0

Italy

72.5

Germany

72.4

Brazil

72.2

Middle

71.2

High

69.8

Low

Education

72.1

Middle

73.7

High

69.4

Low

Income


70-7960-6940-59<40

NormativeScale


TheyoungestgenerationarethemostcriticaltowardstheIndustry

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Company 2017 RepTrak®Pulse

AbbVie 74.5NovoNordisk 74.0

TakedaPharmaceutical 73.8Roche 73.4

JanssenPharmaceuticals 72.5GileadSciences 72.4

Bayer 72.3MSD(MerckSharp&Dohme) 72.2

Sanofi 72.0EliLilly 71.9Allergan 71.8

MerckKGaA 71.6Bristol-MyersSquibb 70.5

AstraZeneca 70.4Novartis 70.4

GlaxoSmithKline 68.5Pfizer 68.4

Tier2

Tier3

Tier1

Tier4


BestReputationinPharmaAbbVieleads,andexceptforGSKandPfizerallPharmacompanieshaveastrongreputation

5.33.8

3.7Newcompany

Newcompany

1.7

4.04.13.41.84.1

3.13.42.03.5


70-7960-6940-59<40

Normative Scale

Developmentsince2016

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2017PharmaRepTrak®FranceReputationInstitute– PharmaRepTrak®2017

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WelcometothePharmaRepTrak®2017France

• The2017France PharmaRepTrak®measures24companieswiththegeneralpublicinFrancethrough2849ratings.

• Respondentsarequalifiedat2tiers:• Familiarity:Respondentmustbe“somewhat”or“very”familiar

withcompanies• RepTrak®Pulse:75%completionofpulseratingtobeincluded

• Theresultstellus:• Whichpharmaceuticalcompaniesarebestregardedbythegeneral

publicinFrance• Whatdrivestrustandsupportwithgeneralpublic• Howthetopcompaniesarelivinguptopublicexpectations


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WhoistheGeneralPublic?


48% 52%

Gender

Male Female

13%

21%

23%

44%

Age

18-24 25-34 35-44 45-64

3%

55% 43%

Education

Low Middle High

Somewhatorveryfamiliarwiththe

pharmacompanies

Balancedfemale-maleratio 67%are35orolder 43%withhigheducation

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PharmaCompaniesWillBenefitfromTellingTheirCompanyStory- EnterpriseDrives62%ofWillingnesstoSupport

>ENTERPRISE

62%

PRODUCT

38%

SUPPORTIVEBEHAVIORSRECOMMENDCOMPANY● SAYSOMETHINGPOSITIVE● GIVETHEBENEFITOFDOUBT● BUYPRODUCTS● INVEST● WORKFORCOMPANY●

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PharmaReputationDevelopment2013– 2017inFrance:PharmaReputationImprovesin2017

50

55

60

65

70

75

80

2013 2014 2015 2016 2017

RepTrak® Pulsescoresthatdifferbymorethan+/- 3.1aresignificantlydifferentatthe95%confidencelevel

60,6

64,563,465,8


70-7960-6940-59<40

NormativeScale

Source:2017PharmaRepTrak®inFranceN=2,078ratingsfromgeneralpublicacrossFrance

69,5

17FranceRepTrak®Industry Pulsescoresthatdifferbymorethan+/- 6,1anddimensionscoresthatdifferbymorethan+/- 2.0aresignificantlydifferent atthe95%confidencelevel

Pharmahasa“highaverage”to“strong”perceptionacrossthe7dimensions.


70-7960-6940-59<40

NormativeScale

• Acrossthe7dimensionsPharmaCompanieshasthestrongestperceptionforFinancialPerformance.

• TheweakestandaverageperceptionsareforthethreeCSRdimensions:Workplace,CitizenshipandGovernance.

2017PharmainFrance

72,7

68,566,3

72,672,6

66,3

74,6

66.069,5

18FranceRepTrak®Industry Pulsescoresthatdifferbymorethan+/- 6,1anddimensionscoresthatdifferbymorethan+/- 2.0aresignificantlydifferent atthe95%confidencelevel

Pharmahasa“highaverage”to“strong”perceptionacrossthe7dimensions.


70-7960-6940-59<40

NormativeScale

2017PharmainFrance

2017IndustryWeights

16,7%

14,0%16,8%

12,4%11,5%

18,8%

9,9%

66.0

• Acrossthe7dimensionsPerformanceisperceivedastheleastimportant.

• Inordertobeeffective,FrenchPharmacompaniesshouldfocusmostlyonthethreeCSRdimensions,whichunfortunatelyin2017areperceivedwithanaveragereputation.

72,7

68,566,3

72,672,6

66,3

74,6

66.069,5

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CSR Index 49,6%

2017

WhyisCSRimportantforPharmacompaniesinFrance?

16,7%

14,0%

11,5%

16,8%

18,8%

9,9%

12,4%

Top3prioritiesforReputation

1. Governance

2. Citizenship

3. Product&Services

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TheBestReputationinPharma-France

ReputationInstitute– PharmaRepTrak®2017

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2017The5PharmaCompanieswiththeBestReputationsinFrance

AllRepTrak® Pulsescoresthatdifferbymorethan+/- 3,1aresignificantlydifferentatthe95%confidencelevel


70-7960-6940-59<40

NormativeScale

Company 2017 RepTrak®Pulse

75,8

75,5

75,0

75,0

74,3

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2017PharmaFranceRepTrak®

AllRepTrak® Pulsescoresthatdifferbymorethan+/- 3,1aresignificantlydifferentatthe95%confidencelevelPoor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+

70-7960-6940-59<40

NormativeScale

# Company 2017 RepTrak®Pulse1 Allergan 75,8

2 ViiV 75,5

3 Takeda Pharmaceutical 75,0

4 Sartorius Stedim Biotech 75,0

5 MSD 74,3

6 Amgen 74,2

7 Celgene 73,5

8 Gilead Sciences 73,2

9 Roche 73,1

10 AbbVie 73,0

11 Janssen Pharmaceuticals 73,0

12 Novo Nordisk 71,8

# Company 2017 RepTrak®Pulse13 Bristol-Myers Squibb 70,9

14 AstraZeneca 69,7

15 Eli Lilly 69,5

16 Biomerieux 69,4

17 IPSEN 66,6

18 GlaxoSmithKline 66,0

19 Merck KGaA 64,4

20 Novartis 63,9

21 Pfizer 63,7

22 Sanofi 62,7

23 Bayer 61,5

24 Servier 31,0

5.5

-

9.1

9.92.5

-

6.1

3.43.6

6.1

2.1

34

6

1

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PharmaIndustryoverviewinFrance

Allscoresthatdifferbymorethan+/- 6,1aresignificantlydifferentatthe95%confidencelevel

# Company 2017Score1 Sartorius Stedim Biotech 77,8

2 MSD 77,4

3 Allergan 76,8


70-7960-6940-59<40

NormativeScale

Products/services# Company 2017Score1 Sartorius Stedim Biotech 77,1

2 MSD 75,8

3 ViiV 75,8

Innovation

# Company 2017Score1 Sartorius Stedim Biotech 76,0

2 Allergan 74,8

3 MSD 74,1

Workplace# Company 2017Score1 Sartorius Stedim Biotech 73,7

2 Allergan 73,2

3 Amgen 72,8

Citizenship

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PharmaIndustryoverviewinFrance

Allscoresthatdifferbymorethan+/- 6,1aresignificantlydifferentatthe95%confidencelevelPoor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+

70-7960-6940-59<40

NormativeScale

# Company 2017Score


2 Allergan 76,6

3 MSD 76,5

Leadership# Company 2017Score


2 MSD 73,5

3 ViiV 73,0

Governance

# Company 2017Score


2 Novartis 78,0

3 Roche 77,8

Performance

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KeydynamicsinPharma- FranceReputationInstitute– PharmaRepTrak®2017

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PharmainFranceisfacingalargeRiskorOpportunity:52%-66%areUncertainAboutWhatPharmaCompaniesdoAcrossthe7dimensions

FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’s

performanceonthatdimension

2%

2%

6%

5%

3%

2%

3%

47%

39%

32%

32%

31%

43%

43%

47%

54%

56%

55%

54%

52%

53%

5%

6%

6%

9%

12%

3%

2%

PERFORMANCE

LEADERSHIP

CITIZENSHIP

GOVERNANCE

WORKPLACE

INNOVATION

PRODUCTS&SERVICES

DISAGREE STRONGLYAGREE NEUTRAL NOTSURE

55%

55%

66%

64%

62%

60%

52%

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SupportiveBehaviours– IndustryDistribution

13%

11%

15%

14%

10%

11%

9%

9%

35%

36%

37%

37%

38%

39%

40%

41%

44%

46%

40%

42%

46%

45%

45%

45%

8%

7%

8%

7%

6%

5%

6%

5%

WelcomeToNeighbourhood

BenefitOfDoubt

Invest

WorkFor

SayPositive

RecommendCompany

TrustToDoTheRightThing

Buy


50%

51%

50%

52%

49%

48%

53%

FENCESITTERS

52%

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IndustryBattery

7%

5%

4%

5%

4%

7%

6%

4%

35%

37%

39%

40%

40%

40%

42%

48%

49%

47%

43%

42%

43%

45%

45%

42%

10%

12%

14%

13%

14%

8%

7%

5%

Setspricesfairly

Practicesresponsibleproductmarketingandadvertising

Handlesproductrecallproactively

Committedtopatientandpersonalsafety

Hasstrongdataprivacyandsecuritypractices

Promoteswellnessandhealthylifestyles

Providescompleteandreliableproductinformation

Committedtoadvancesintreatmentsandcures


47%

52%

53%

57%

55%

57%

59%

FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’sperformanceon

thatdimension

59%

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TrustinaCrisis:“Ifthecompanyaswasfacingacrisis,Iwouldgivethemthebenefitofthedoubt”

5%

6%

6%

50%

45%

44%

47%

46%

47%

3%

3%

3%

DISAGREE NEUTRAL STRONGLYAGREE NOTSURE

BOTTOM3

TOP3

60%

16%

13%

25%

50%

48%

8%

21%

25%

7%

13%

15%

DISAGREE NETURAL STRONGLYAGREE NOTSURE

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Rank Attribute Weight Distribution

1. Hasapositiveinfluenceonsociety 5,9%

2. Supportsgoodcauses 5,7%

3. Offershighqualityproductsandservices 5,5%

4. Offersproductsandservicesthatareagoodvalueforthemoney 5,5%

5. Isopenandtransparentaboutthewaythecompanyoperates 5,5%

6. Actsresponsiblytoprotecttheenvironment 5,4%

7. Behavesethically 5,3%

8. Standsbehinditsproductsandservices 5,0%

9. Isfairinthewayitdoesbusiness 4,6%

10. Rewardsitsemployeesfairly 4,5% 4%

4%

3%

8%

8%

8%

5%

3%

7%

6…

38%

45%

42%

45%

42%

44%

50%

44%

43%

47%

27%

33%

49%

30%

30%

34%

38%

49%

30%

39%

31%

19%

6%

17%

19%

14%

7%

4%

20%

8%

DISAGREE NEUTRAL STRONGLYAGREE NOTSURE

FrenchPharmaCompanies– Top10drivers2017

FENCESITTERS

55%

63%

48%

57%

58%

61%

62%

48%

64%

69%

*FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’sperformanceonthatdimension

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50,0 55,0 60,0 65,0 70,0 75,0 80,0 85,00%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50,0 55,0 60,0 65,0 70,0 75,0 80,0 85,0

GlobalRepTrak®100PharmaCompanies

RepTrak®PulseScore

Familiarity

%

Onagloballevel,FamiliaritywiththeIndustryisgenerallylowamongthepublic

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NotAware

58,4%

Excellent17,0%

Good35,6%

Sufficient24,0%

Poor23,4%

CompanyAwarenessisnotenough...ImprovingCompanyFamiliarityisrequiredtowin- A20pointincreaseinreputationasFamiliaritygrows

100%

Awareness Familiarity

Poor Sufficient Good Excellent

Familiarity

Reputation

n= 405

66,3 n= 405

73,0n= 405

80,8+20,3

n= 405

60,5

Aware

41,6%

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FrenchPharmaScorecard– Top10drivers2017

PositiveinfluenceonsocietySupportsgoodcauses

HighQualityValueformoney

OpenandTransparent

EnvironmentallyResponsible

BehavesEthically

Standsbehinditsproducts

FairinBusiness

RewardsemployeesFairly

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RepTrak®HelpsMeasureandManageYourReputationReputationhelpsyoutodriveyourbusiness

WhatYouDo

Products CustomerServiceInvestments Employment

WhatYouSayBranding PublicRelationsMarketing Sponsorship

WhatOthersSayMedia KeyOpinionLeadersTopicExperts Friends/Family

Reputation Behavior BusinessResults

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Nextsteps

1. Howcanwehelpyoutakeactionbasedontheresults?

2. Howcanwehelpyousharethiswiththeleadersinthecountries?

[email protected]

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