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
Eight out of ten conduct favourability analysis and message
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
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.