Case Study - EFPIA
Background
Since 2003 EFPIA has employed APCO (Brussels) to assist with the development and
implementation of an effective communication strategy. Mediatrack were asked to
analyse how the communication platforms and key messages developed by EFPIA played
to media in different markets, and to add recommendations for the future execution
of the strategy. The research was also important to stimulate discussion and greater
co-ordination amongst EFPIA member organizations and companies.
Following a successful pilot in Q3 2005, Mediatrack were tasked with providing a
quarterly report and analysis for EFPIA, a timing that coincided with increased
media coverage of several important industry-related issues, including the threat
of avian flu and the continuing debate over the safety and efficacy of medicines.
Strategy:
To keep the project within manageable levels it was decided to focus on four key
media titles in each of five markets that were considered to be representative of
the challenges facing the industry across the region: France, Germany, Italy, Spain
and the UK. In addition, a selection of pan-European titles was included. This would
ensure a representative cross-section of cuttings, facilitate the speed of delivery
and allow for meaningful country-by-country comparisons and outputs.
Achieving the objective:
We worked with the client and agency to ensure a comprehensive coding system that
would enable the tracking of a number of key issues of interest to the pharmaceutical
industry, from business-related matters, such as the pricing of medicines, to the
more general perception of the industry in the area of corporate social responsibility.
For a body as diverse as EFPIA it was necessary for the data to be presented in
a way that was easily understandable by an audience for most of whom English was
not a first language.
The report was divided into sections, including an amalgamation of all data and
a breakdown on a country-by-country basis. Primarily this was to ensure that the
information responded to local needs, at the same time as it had a Europe-wide relevance.
Our experience tells us that sending a report to a client composed of such a large
group of stakeholders is not sufficient by itself to allow for a full discussion
of ideas and recommendations. Therefore we deliver to the EFPIA Communication &
Partnership Taskforce a further presentation highlighting and summarising the key
findings and recommendations each quarter, following the publication of the report.
This ensures that the group, which consists of approximately 35 senior Communications
and Public Affairs specialists, is able to pose further questions to Mediatrack
and gain a richer understanding of how the research outcomes can be best utilised.
The integration and value of the Mediatrack research is illustrated by the emphasis
placed upon the evaluation in the attached document; Communication & Partnerships
Programme background. This information is circulated to the senior members of EFPIA
and the company partners.
"Mediatrack have been invaluable in validating the EFPIA communication strategy.
From our initial briefings they have shown a commitment to understanding what we
were aiming to achieve, and demonstrated how their expertise could be utilised to
assist us. Their input has proved essential to the development of our pan-European
activities, and their straightforward and personal approach has ensured full engagement
with their conclusions and recommendations from APCO, the EFPIA members, and the
EFPIA Executive." Mark Dober, Head of Strategic Communications,
APCO.
Conclusions:
In the nine months that the project has been running Mediatrack has been able to
support many of the communication priorities of EFPIA, as well as draw the attention
of the organisation to opportunities that would enhance the press coverage of the
industry. We have now also gained sufficient data in order to be in a better position
to offer strategic recommendations.
Is it possible to compare different markets?We were able to show
the data divided by market. This was the basis
for further analysing the data to identify common elements that applied equally
to each market and those that had particular resonance for particular markets. For
example, our research was able to highlight the importance of Financial Performance
in France and Germany.
Which are the key issues for the industry?In total we measured
19 distinct issues and were able to report on which of these was having the greatest
impact in each individual country and across Europe as a whole. The comparison between
the issues also illustrated the difference in focus between the markets, with Animal
testing, being a fine example of this. In the UK it is a high profile issues; however,
across the rest of Europe it receives practically no coverage. Therefore it is possible
to advise a universal response, whilst recognising that this issue remains of specific
interest to certain countries.
Which areas of the Communication Platform need greater focus?We
were able to identify the areas within the Communication Platforms that were working
well on a general basis, and those that were not reaching the same penetration.
We were able to show that when journalists were reporting on the Financial Performance
of a company there were very few mentions of the wider value that the industry provides
to Europe in terms of employment, investment and the improved quality of life for
patients. However, the media did make a strong link between
R&D and Innovation; therefore,
we are working together to ensure that within financial press releases these wider
benefits are communicated with a greater emphasis.
Which areas of communication are the most favourable?Two messages
that consistently demonstrate higher levels of favourability for the pharmaceutical
industry are Partnership and Innovation. We are
able to prove that where articles include references to these particular communication
platforms there is a discernible uplift in the favourability of the reporting, and
naturally we are encouraging the organisation to pursue a strategy that will increase
its emphasis on these strong points.
"Mediatrack provides a very accurate window on the media coverage of our industry
in several key areas," said Michael Kinnicutt, acting
Communication and Partnerships Director for EFPIA. "This enables
us to assess on both a quantitative and qualitative basis whether our messages are
being reported in a favourable and consistent fashion and how they might be more
effectively communicated."