General Public:
Segmentation – neutrals

Read more about who the Neutrals are

This group is slightly less familiar with the sector than the wider public and are neutral towards it across all drivers of trust and the headline reputation metrics of Trust and Advocacy.

Legend

Higher than average

Average

Lower than average

Reliable & Responsible

Neutral

Are reliable and keep their promises

Neutral

Are good at what they do

Neutral

Behave responsibly

Neutral

Are open and transparent

Neutral

Are well led

Neutral

Have my best interests at heart

Neutral

Share my values

Science & Innovation

Neutral

Produce effective medicines

Neutral

Ensure the medicines are safe

Neutral

Communicate possible side effects

Neutral

Invest into research of new medicines

Neutral

Use the latest, cutting-edge technology

Neutral

Produce medicines that people need

Neutral

Leading in discovering medicines

Ethics and Transparency

Neutral

High ethical standards

Neutral

Transparent clinical trial results

Neutral

Transparent medicine pricing

Neutral

Price medicines fairly

Neutral

Ensure access to medicines

Neutral

Minimise the environmental impact

Neutral

Focus on patients needs

Neutral

Contribution to society

Good Employer/Citizen

Neutral

Treat their employees fairly

Neutral

Provide good jobs for people

Neutral

Employ highly skilled staff

Neutral

Financial contribution to the economy

Neutral

Create lots of jobs in the UK

Reputation Key Performance Indicators

Neutrals

Total

Demographics & habits

Neutrals are more likely to be older (55-75 years old) than the national profile. Their main sources of news in general are TV, online newspapers and the radio. They are interested in world issues and events and share their opinions with family and friends, but are less active on social media. This group is less likely to seek out info about pharmaceutical companies operating in the UK and discuss pharmaceutical related issues with others.

Gender

Age

Region

Sources of information

Readership

Attitudes

Higher than average

Share my opinions on topical issues with my family or friends

Lower than average

I am active on social media sharing my ideas and views

Lower than average

I have a lot of friends, contacts or followers via social media

Higher than average

I take a genuine interest in world issues and event

Neutral

People often seek out my opinion or advice

Lower than average

I discuss pharma issues with family /friends

Lower than average

I seek out information on the pharma industry

Higher than average

If a vaccine for COVID-19 were available, I would get vaccinated

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Unfamiliars

Segmentation