General Public:
Segmentation – Supporters

Read more about who the Supporters are

Supporters have highly positive perceptions of pharmaceutical companies operating in the UK. They are highly familiar with the sector and their support is universal: they are more likely to rate the sector positively across all the reputation KPIs (Favourability, Trust, Advocacy) and detailed drivers of trust than any other segment.

Legend

Higher than average

Average

Lower than average

Reliable & Responsible

Higher than average

Are reliable and keep their promises

Higher than average

Are good at what they do

Higher than average

Behave responsibly

Higher than average

Are open and transparent

Higher than average

Are well led

Higher than average

Have my best interests at heart

Higher than average

Share my values

Science & Innovation

Higher than average

Produce effective medicines

Higher than average

Ensure the medicines are safe

Higher than average

Communicate possible side effects

Higher than average

Invest into research of new medicines

Higher than average

Use the latest, cutting-edge technology

Higher than average

Produce medicines that people need

Higher than average

Leading in discovering medicines

Ethics and Transparency

Higher than average

High ethical standards

Higher than average

Transparent clinical trial results

Higher than average

Transparent medicine pricing

Higher than average

Price medicines fairly

Higher than average

Ensure access to medicines

Higher than average

Minimise the environmental impact

Higher than average

Focus on patients needs

Higher than average

Contribution to society

Good Employer/Citizen

Higher than average

Treat their employees fairly

Higher than average

Provide good jobs for people

Higher than average

Employ highly skilled staff

Higher than average

Financial contribution to the economy

Higher than average

Create lots of jobs in the UK

Reputation Key Performance Indicators

Supporters

Total

Demographics & habits

Supporters are more likely to be male and live in the North and Northern Ireland than the population as a whole. They are also more likely to watch television to stay informed than the public overall, as well as read printed newspapers and use mobile news alerts. Supporters have an interest in world issues and events, enjoy discussing these with friends and family and share their opinions on social media. They seek out information about the sector and are willing to get a COVID-19 vaccine if it were available to them.

Gender

Age

Region

Sources of information

Readership

Attitudes

Higher than average

Share my opinions on topical issues with my family or friends

Higher than average

I am active on social media sharing my ideas and views

Higher 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

Higher than average

People often seek out my opinion or advice

Higher than average

I discuss pharma issues with family /friends

Higher 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

Next section

Neutrals

Segmentation