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