General Public:
Segmentation – unfamiliar
Read more about those who are unfamiliar with the sector
This group is defined by their lack of knowledge of the sector. 45% of people in this segment say they know almost nothing about pharmaceutical companies operating in the UK. Given their limited knowledge of the topic, this group often don’t have an opinion of the sector across a range of issues. This limited sector knowledge and ability to form opinions of it means that they are less able to rate the sector. This leads to scores that appear below the average, due to many responding ‘don’t know’ to our questions.
Legend
Higher than average
Average
Lower than average
Reliable & Responsible
Lower than average
Are reliable and keep their promises
Lower than average
Are good at what they do
Lower than average
Behave responsibly
Lower than average
Are open and transparent
Lower than average
Are well led
Lower than average
Have my best interests at heart
Lower than average
Share my values
Science & Innovation
Lower than average
Produce effective medicines
Lower than average
Ensure the medicines are safe
Lower than average
Communicate possible side effects
Lower than average
Invest into research of new medicines
Lower than average
Use the latest, cutting-edge technology
Lower than average
Produce medicines that people need
Lower than average
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
Lower than average
Provide good jobs for people
Lower than average
Employ highly skilled staff
Lower than average
Financial contribution to the economy
Lower than average
Create lots of jobs in the UK
Reputation Key Performance Indicators
Unfamiliar
Total
Demographics & habits
This group is more likely to be female, younger (18-44 years old) and live in the South than the national profile. They tend to get their news from television, online newspapers and the radio, but to a lesser extent than the public overall. They are less interested in public affairs and pharma related news than others, and unlikely to share and discuss their opinions about these. They are also less likely to say they would get the COVID-19 vaccine if were available to them.
Gender
Age
Region
Sources of information
Readership
Attitudes
Lower than average
Share my opinions on topical issues with my family or friends
Neutral
I am active on social media sharing my ideas and views
Neutral
I have a lot of friends, contacts or followers via social media
Lower than average
I take a genuine interest in world issues and event
Lower than average
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
Lower than average
If a vaccine for COVID-19 were available, I would get vaccinated
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Trusting Optimists
Segmentation