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