Measuring Corporate Reputation for a Global Pharmaceutical Company

A global pharmaceutical leader sought to benchmark its corporate reputation against key competitors across multiple countries. The objective was to identify critical factors influencing brand perception and to develop strategies for enhancing its image.

Objective

The client aimed to enhance its brand image and competitive standing in the pharmaceutical industry by:

• Assessing its corporate reputation across various stakeholders, including physicians, key opinion leaders (KOLs), business partners, NGOs, policymakers, current employees, and potential talent
• Identifying key drivers of corporate reputation to inform strategic initiatives

Solution

Phronesis Partners implemented a comprehensive, multi-country study:

• Survey Design: Customized survey instruments were developed for phone and online administration, tailored to each geography, target segment, and cultural nuance
• Reputation Assessment: Corporate reputation was evaluated across dimensions such as product range and quality, innovativeness, environmental consciousness, ethical business practices, industry/society contribution, and business performance
• Data Analysis: In the initial wave, attribute selection and logistic regressions identified key drivers of corporate reputation. Subsequent waves employed Structural Equation Modeling (SEM-PLS) to estimate cause-effect relationships at stakeholder and regional levels

This approach provided a nuanced understanding of reputation drivers across diverse markets and stakeholder groups.

Impact

The study enabled the client to:

• Identify critical factors influencing corporate reputation across different stakeholders and regions
• Develop targeted strategies to enhance brand image based on empirical data

These insights positioned the client to improve its corporate reputation and strengthen its competitive position in the global pharmaceutical market.