Pharmaceutical sector favours deeper analysis

A majority of pharmaceutical companies make use of in-depth evaluation techniques and are turning their backs on advertising value equivalents (AVEs) according to a PR Week straw poll of ten in-house PR departments.

A majority of pharmaceutical companies make use of in-depth

evaluation techniques and are turning their backs on advertising value

equivalents (AVEs) according to a PR Week straw poll of ten in-house PR

departments.



Eight out of ten conduct favourability analysis and message

analysis.



Six out of ten PR departments in the sector conduct issues analysis to

track how particular issues are presented by the media.



Fewer pharmaceutical firms make use of AVEs, compared to other sectors

such as the public sector. Just four out of ten make use of AVEs when

assessing the effectiveness of PR campaigns. In the public sector half

those questioned used AVEs and in the financial sector six out of ten

use AVEs.



In eight out of ten departments questioned the findings are used by

senior management or at board level. In six out of ten cases findings

are used by the marketing department.



Half those questioned make use of quantitative research such as opinion

polls with a high proportion, six out of ten, conducting qualitative

research such as focus groups.



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