Managing reputation for a pharmaceutical leader’s product launch
A multi-national leader in the pharmaceutical industry struggled to quantify the positive impact of a recent product launch. Dated metrics and disparate data sets weren’t telling the full story in a cohesive way.
Insight
The product’s launch was not only a resounding success, but the strong brand equity that the company brought to the table helped elevate the product’s immediate level of resonance and market penetration. Without the ability to demonstrate this impact, future product launches may not get the same resources during launch or receive the same amount of positive attention within the market.
Approach
Activation of ChangeMakers’ Reputation Score to measure the company’s reputational equity and contrast it with a scenario where the product launch never happened. Through this approach, we were able to identify a single metric that accurately determined the impact the product launch had on the company’s overall reputation.
Results
The launch resulted in a 20% increase in the company’s Reputation Score in just one month. The ability to quantify the impact of the launch led to a full-scale onboarding of the Reputation Score as a way for the company to measure the impact of future launches, activations, campaigns, and crises or issues.