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FrancePharmaRepTrak® 2017TheWorld’sMostReputablePharmaceuticalCompaniesinFrance
OlivierForlini,DirectorReputationInstituteFranceJune2017
2
WhyMeasureReputation?
• Customersbuy yourproducts…
• Thegeneralpublicrecommend yourcompany…
• Policymakersandregulatorsgiveyoualicensetooperate…
• Thefinancialcommunityinvestinyou…
• Themediareport favorablyonyourpointofview…
• Employeesdeliver onyourstrategy…
RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.
Reputationisanemotionalbond… …thatensures
Thesuccessofyourcompanydependsongettingpeopletosupportyou.
3
TheRepTrak®ModelSummary
RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.
REPUTATION(RepTrak®Pulse)
TheRepTrak®Systemmeasuresacompany’sabilitytodeliveronstakeholderexpectationsonthe7keyrationaldimensionsofreputation
PRODUCTS&SERVICES
INNOVATION
WORKPLACE
GOVERNANCE
CITIZENSHIP
LEADERSHIP
PERFORMANCE
REPUTATIONDIMENSIONS SUPPORTIVEBEHAVIORS
PURCHASE
RECOMMEND
CRISISPROOF
VERBALSUPPORT
INVEST
WORK
Acompanythatdeliversonexpectationsinthe7domainswillearn
supportfromitsstakeholders
4
ReputationDrivesSupport(Francedrivers)- OnlyCompaniesintheExcellentRepTrak®PulseRangeAchieveSupportAbove50%
Poor0-39
4% 42%9% 21% 75%
69%
78%
68%
58%
59%
57%
32%
50%
36%
22%
30%
26%
14%
22%
17%
11%
17%
13%
6%
8%
9%
4%
7%
6%
2%
1%
4%
2%
4%
3%
Source:2017FranceRepTrak®
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WhatYouDo
Products CustomerServiceInvestments Employment
WhatYouSayBranding PublicRelationsMarketing Sponsorship
WhatOthersSayMedia KeyOpinionLeadersTopicExperts Friends/Family
Reputation Behavior BusinessResults
ReputationManagementRequiresClearMeasurementandStructure
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2017PharmaRepTrak®GlobalReputationInstitute– PharmaRepTrak®2017
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• The2017Global PharmaRepTrak®measures17companieswiththegeneralpublicin8countries.
• Withnearly17,000ratingscollectedinQ1andQ2,2017thisisthelargeststudyofcorporatereputationintheworld
• Respondentsarequalifiedat2tiers:• Familiarity:Respondentmustbe“somewhat”or“very”familiar
withcompanies• RepTrak®Pulse:75%completionofpulseratingtobeincluded
• Theresultstellus:• Whichpharmaceuticalcompaniesarebestregardedbythegeneral
public• Whatdrivestrustandsupportwithgeneralpublic• Howthetopcompaniesarelivinguptopublicexpectations
BRAZIL● CANADA● FRANCE● GERMANY● ITALY● SPAIN●THEUNITEDKINGDOM● THEUNITEDSTATES
WelcometothePharmaRepTrak®2017
RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.
8
50
55
60
65
70
75
80
2014 2015 2016 2017
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
71.8
65.8 66.268.2
Source:2017PharmaRepTrak®n=16,898ratingsfromgeneralpublicacross8countriesGlobalRepTrak® Pulsescoresthatdifferbymorethan+/- 0.2aresignificantlydifferentatthe95%confidencelevel
PharmaReputationDevelopment2014– 2017Pharmacontinuespositivetrendinto2017andhasforthefirsttimeastrongReputation
Countriesmeasured2014-2017
9
69.5
71.8
GlobalPharmaRepTrak® Score
73.5
71.2 72.672.5
70.8
72.0
72.4
USA
UK
Brazil
Italy
Germany
Spain
France
Canada
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
AllRepTrak® Pulsescoresthatdifferbymorethan+/- 0.7aresignificantlydifferentatthe95%confidencelevel
MostlystrongReputationacrossmarkets,withbestReputationintheUSandpoorestinFranceReputationofthePharmaIndustrybyMarket
6.9
1.5
2.4
4.8
7.2
5.8
3.6
Indicatesstatisticallysignificantincrease
10
Overall General Population
71.8
70.9
Male
72.8
Female
Gender
72.7
35-44
Age70.1
18-2418-24
72.0
25-34
71.8
45-64
Country71.2
Canada
70.8
Spain
72.6
UK
69.5
France
73.5
USA
72.0
Italy
72.5
Germany
72.4
Brazil
72.2
Middle
71.2
High
69.8
Low
Education
72.1
Middle
73.7
High
69.4
Low
Income
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
AllRepTrak® Pulsescoresthatdifferbymorethan+/- 0.4aresignificantlydifferentatthe95%confidencelevel
TheyoungestgenerationarethemostcriticaltowardstheIndustry
11
Company 2017 RepTrak®Pulse
AbbVie 74.5NovoNordisk 74.0
TakedaPharmaceutical 73.8Roche 73.4
JanssenPharmaceuticals 72.5GileadSciences 72.4
Bayer 72.3MSD(MerckSharp&Dohme) 72.2
Sanofi 72.0EliLilly 71.9Allergan 71.8
MerckKGaA 71.6Bristol-MyersSquibb 70.5
AstraZeneca 70.4Novartis 70.4
GlaxoSmithKline 68.5Pfizer 68.4
Tier2
Tier3
Tier1
Tier4
AllRepTrak® Pulsescoresthatdifferbymorethan+/- 1.0aresignificantlydifferentatthe95%confidencelevel
BestReputationinPharmaAbbVieleads,andexceptforGSKandPfizerallPharmacompanieshaveastrongreputation
5.33.8
3.7Newcompany
Newcompany
1.7
4.04.13.41.84.1
3.13.42.03.5
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
Normative Scale
Developmentsince2016
12
2017PharmaRepTrak®FranceReputationInstitute– PharmaRepTrak®2017
13
WelcometothePharmaRepTrak®2017France
• The2017France PharmaRepTrak®measures24companieswiththegeneralpublicinFrancethrough2849ratings.
• Respondentsarequalifiedat2tiers:• Familiarity:Respondentmustbe“somewhat”or“very”familiar
withcompanies• RepTrak®Pulse:75%completionofpulseratingtobeincluded
• Theresultstellus:• Whichpharmaceuticalcompaniesarebestregardedbythegeneral
publicinFrance• Whatdrivestrustandsupportwithgeneralpublic• Howthetopcompaniesarelivinguptopublicexpectations
RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.
14
WhoistheGeneralPublic?
RepTrak®isaregisteredtrademarkofReputationInstitute.Copyright©2017ReputationInstitute.Allrightsreserved.
48% 52%
Gender
Male Female
13%
21%
23%
44%
Age
18-24 25-34 35-44 45-64
3%
55% 43%
Education
Low Middle High
Somewhatorveryfamiliarwiththe
pharmacompanies
Balancedfemale-maleratio 67%are35orolder 43%withhigheducation
15
PharmaCompaniesWillBenefitfromTellingTheirCompanyStory- EnterpriseDrives62%ofWillingnesstoSupport
>ENTERPRISE
62%
PRODUCT
38%
SUPPORTIVEBEHAVIORSRECOMMENDCOMPANY● SAYSOMETHINGPOSITIVE● GIVETHEBENEFITOFDOUBT● BUYPRODUCTS● INVEST● WORKFORCOMPANY●
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PharmaReputationDevelopment2013– 2017inFrance:PharmaReputationImprovesin2017
50
55
60
65
70
75
80
2013 2014 2015 2016 2017
RepTrak® Pulsescoresthatdifferbymorethan+/- 3.1aresignificantlydifferentatthe95%confidencelevel
60,6
64,563,465,8
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
Source:2017PharmaRepTrak®inFranceN=2,078ratingsfromgeneralpublicacrossFrance
69,5
17FranceRepTrak®Industry Pulsescoresthatdifferbymorethan+/- 6,1anddimensionscoresthatdifferbymorethan+/- 2.0aresignificantlydifferent atthe95%confidencelevel
Pharmahasa“highaverage”to“strong”perceptionacrossthe7dimensions.
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
• Acrossthe7dimensionsPharmaCompanieshasthestrongestperceptionforFinancialPerformance.
• TheweakestandaverageperceptionsareforthethreeCSRdimensions:Workplace,CitizenshipandGovernance.
2017PharmainFrance
72,7
68,566,3
72,672,6
66,3
74,6
66.069,5
18FranceRepTrak®Industry Pulsescoresthatdifferbymorethan+/- 6,1anddimensionscoresthatdifferbymorethan+/- 2.0aresignificantlydifferent atthe95%confidencelevel
Pharmahasa“highaverage”to“strong”perceptionacrossthe7dimensions.
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
2017PharmainFrance
2017IndustryWeights
16,7%
14,0%16,8%
12,4%11,5%
18,8%
9,9%
66.0
• Acrossthe7dimensionsPerformanceisperceivedastheleastimportant.
• Inordertobeeffective,FrenchPharmacompaniesshouldfocusmostlyonthethreeCSRdimensions,whichunfortunatelyin2017areperceivedwithanaveragereputation.
72,7
68,566,3
72,672,6
66,3
74,6
66.069,5
19
CSR Index 49,6%
2017
WhyisCSRimportantforPharmacompaniesinFrance?
16,7%
14,0%
11,5%
16,8%
18,8%
9,9%
12,4%
Top3prioritiesforReputation
1. Governance
2. Citizenship
3. Product&Services
20
TheBestReputationinPharma-France
ReputationInstitute– PharmaRepTrak®2017
21
2017The5PharmaCompanieswiththeBestReputationsinFrance
AllRepTrak® Pulsescoresthatdifferbymorethan+/- 3,1aresignificantlydifferentatthe95%confidencelevel
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
Company 2017 RepTrak®Pulse
75,8
75,5
75,0
75,0
74,3
22
2017PharmaFranceRepTrak®
AllRepTrak® Pulsescoresthatdifferbymorethan+/- 3,1aresignificantlydifferentatthe95%confidencelevelPoor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
# Company 2017 RepTrak®Pulse1 Allergan 75,8
2 ViiV 75,5
3 Takeda Pharmaceutical 75,0
4 Sartorius Stedim Biotech 75,0
5 MSD 74,3
6 Amgen 74,2
7 Celgene 73,5
8 Gilead Sciences 73,2
9 Roche 73,1
10 AbbVie 73,0
11 Janssen Pharmaceuticals 73,0
12 Novo Nordisk 71,8
# Company 2017 RepTrak®Pulse13 Bristol-Myers Squibb 70,9
14 AstraZeneca 69,7
15 Eli Lilly 69,5
16 Biomerieux 69,4
17 IPSEN 66,6
18 GlaxoSmithKline 66,0
19 Merck KGaA 64,4
20 Novartis 63,9
21 Pfizer 63,7
22 Sanofi 62,7
23 Bayer 61,5
24 Servier 31,0
5.5
-
9.1
9.92.5
-
6.1
3.43.6
6.1
2.1
34
6
1
23
PharmaIndustryoverviewinFrance
Allscoresthatdifferbymorethan+/- 6,1aresignificantlydifferentatthe95%confidencelevel
# Company 2017Score1 Sartorius Stedim Biotech 77,8
2 MSD 77,4
3 Allergan 76,8
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
Products/services# Company 2017Score1 Sartorius Stedim Biotech 77,1
2 MSD 75,8
3 ViiV 75,8
Innovation
# Company 2017Score1 Sartorius Stedim Biotech 76,0
2 Allergan 74,8
3 MSD 74,1
Workplace# Company 2017Score1 Sartorius Stedim Biotech 73,7
2 Allergan 73,2
3 Amgen 72,8
Citizenship
24
PharmaIndustryoverviewinFrance
Allscoresthatdifferbymorethan+/- 6,1aresignificantlydifferentatthe95%confidencelevelPoor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+
70-7960-6940-59<40
NormativeScale
# Company 2017Score
1 Sartorius Stedim Biotech 77,6
2 Allergan 76,6
3 MSD 76,5
Leadership# Company 2017Score
1 Sartorius Stedim Biotech 74,2
2 MSD 73,5
3 ViiV 73,0
Governance
# Company 2017Score
1 Sartorius Stedim Biotech 78,2
2 Novartis 78,0
3 Roche 77,8
Performance
25
KeydynamicsinPharma- FranceReputationInstitute– PharmaRepTrak®2017
26
PharmainFranceisfacingalargeRiskorOpportunity:52%-66%areUncertainAboutWhatPharmaCompaniesdoAcrossthe7dimensions
FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’s
performanceonthatdimension
2%
2%
6%
5%
3%
2%
3%
47%
39%
32%
32%
31%
43%
43%
47%
54%
56%
55%
54%
52%
53%
5%
6%
6%
9%
12%
3%
2%
PERFORMANCE
LEADERSHIP
CITIZENSHIP
GOVERNANCE
WORKPLACE
INNOVATION
PRODUCTS&SERVICES
DISAGREE STRONGLYAGREE NEUTRAL NOTSURE
55%
55%
66%
64%
62%
60%
52%
27
SupportiveBehaviours– IndustryDistribution
13%
11%
15%
14%
10%
11%
9%
9%
35%
36%
37%
37%
38%
39%
40%
41%
44%
46%
40%
42%
46%
45%
45%
45%
8%
7%
8%
7%
6%
5%
6%
5%
WelcomeToNeighbourhood
BenefitOfDoubt
Invest
WorkFor
SayPositive
RecommendCompany
TrustToDoTheRightThing
Buy
DISAGREE STRONGLYAGREE NEUTRAL NOTSURE
50%
51%
50%
52%
49%
48%
53%
FENCESITTERS
52%
28
IndustryBattery
7%
5%
4%
5%
4%
7%
6%
4%
35%
37%
39%
40%
40%
40%
42%
48%
49%
47%
43%
42%
43%
45%
45%
42%
10%
12%
14%
13%
14%
8%
7%
5%
Setspricesfairly
Practicesresponsibleproductmarketingandadvertising
Handlesproductrecallproactively
Committedtopatientandpersonalsafety
Hasstrongdataprivacyandsecuritypractices
Promoteswellnessandhealthylifestyles
Providescompleteandreliableproductinformation
Committedtoadvancesintreatmentsandcures
DISAGREE STRONGLYAGREE NEUTRAL NOTSURE
47%
52%
53%
57%
55%
57%
59%
FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’sperformanceon
thatdimension
59%
29
TrustinaCrisis:“Ifthecompanyaswasfacingacrisis,Iwouldgivethemthebenefitofthedoubt”
5%
6%
6%
50%
45%
44%
47%
46%
47%
3%
3%
3%
DISAGREE NEUTRAL STRONGLYAGREE NOTSURE
BOTTOM3
TOP3
60%
16%
13%
25%
50%
48%
8%
21%
25%
7%
13%
15%
DISAGREE NETURAL STRONGLYAGREE NOTSURE
30
Rank Attribute Weight Distribution
1. Hasapositiveinfluenceonsociety 5,9%
2. Supportsgoodcauses 5,7%
3. Offershighqualityproductsandservices 5,5%
4. Offersproductsandservicesthatareagoodvalueforthemoney 5,5%
5. Isopenandtransparentaboutthewaythecompanyoperates 5,5%
6. Actsresponsiblytoprotecttheenvironment 5,4%
7. Behavesethically 5,3%
8. Standsbehinditsproductsandservices 5,0%
9. Isfairinthewayitdoesbusiness 4,6%
10. Rewardsitsemployeesfairly 4,5% 4%
4%
3%
8%
8%
8%
5%
3%
7%
6…
38%
45%
42%
45%
42%
44%
50%
44%
43%
47%
27%
33%
49%
30%
30%
34%
38%
49%
30%
39%
31%
19%
6%
17%
19%
14%
7%
4%
20%
8%
DISAGREE NEUTRAL STRONGLYAGREE NOTSURE
FrenchPharmaCompanies– Top10drivers2017
FENCESITTERS
55%
63%
48%
57%
58%
61%
62%
48%
64%
69%
*FENCESITTERS=%ofpublicwhoisneutralor‘notsure’aboutthecompany’sperformanceonthatdimension
31
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50,0 55,0 60,0 65,0 70,0 75,0 80,0 85,00%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50,0 55,0 60,0 65,0 70,0 75,0 80,0 85,0
GlobalRepTrak®100PharmaCompanies
RepTrak®PulseScore
Familiarity
%
Onagloballevel,FamiliaritywiththeIndustryisgenerallylowamongthepublic
32
NotAware
58,4%
Excellent17,0%
Good35,6%
Sufficient24,0%
Poor23,4%
CompanyAwarenessisnotenough...ImprovingCompanyFamiliarityisrequiredtowin- A20pointincreaseinreputationasFamiliaritygrows
100%
Awareness Familiarity
Poor Sufficient Good Excellent
Familiarity
Reputation
n= 405
66,3 n= 405
73,0n= 405
80,8+20,3
n= 405
60,5
Aware
41,6%
33
FrenchPharmaScorecard– Top10drivers2017
PositiveinfluenceonsocietySupportsgoodcauses
HighQualityValueformoney
OpenandTransparent
EnvironmentallyResponsible
BehavesEthically
Standsbehinditsproducts
FairinBusiness
RewardsemployeesFairly
34
RepTrak®HelpsMeasureandManageYourReputationReputationhelpsyoutodriveyourbusiness
WhatYouDo
Products CustomerServiceInvestments Employment
WhatYouSayBranding PublicRelationsMarketing Sponsorship
WhatOthersSayMedia KeyOpinionLeadersTopicExperts Friends/Family
Reputation Behavior BusinessResults
35
Nextsteps
1. Howcanwehelpyoutakeactionbasedontheresults?
2. Howcanwehelpyousharethiswiththeleadersinthecountries?
Askusatoforlini@reputationinstitute.com
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