General Public: Segmentation – unfamiliar
This group is defined by their lack of knowledge of the sector. 45% of people in this segment say they know almost nothing about pharmaceutical companies operating in the UK. Given their limited knowledge of the topic, this group often don’t have an opinion of the sector across a range of issues. This limited sector knowledge and ability to form opinions of it means that they are less able to rate the sector. This leads to scores that appear below the average, due to many responding ‘don’t know’ to our questions.
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Reliable & Responsible
Lower than average
Are good at what they do
Behave responsibly
Are open and transparent
Are well led
Have my best interests at heart
Share my values
Science & Innovation
Produce effective medicines
Ensure the medicines are safe
Communicate possible side effects
Invest into research of new medicines
Use the latest, cutting-edge technology
Produce medicines that people need
Leading in discovering medicines
Ethics and Transparency
High ethical standards
Transparent clinical trial results
Transparent medicine pricing
Price medicines fairly
Ensure access to medicines
Minimized the environmental impact
Focus on patients needs
Contribution to society
Good Employer/Citizen
Treat their employees fairly
Provide good jobs for people
Employ highly skilled staff
Financial contribution to the economy
Create lots of jobs in the UK
Reputation Key Performance indicators
Unfamiliar
Total
Demographics & habits
This group is more likely to be female, younger (18-44 years old) and live in the South than the national profile. They tend to get their news from television, online newspapers and the radio, but to a lesser extent than the public overall. They are less interested in public affairs and pharma related news than others, and unlikely to share and discuss their opinions about these. They are also less likely to say they would get the COVID-19 vaccine if were available to them.
Gender
Age
Region
Source of information
Readership
Attitudes
Share my opinions on topical issues with my family or friends
Transparent clinical trial results
I have a lot of friends, contacts or followers via social media
I take a genuine interest in world issues and event
People often seek out my opinion or advice
I discuss pharma issues with family /friends
I seek out information on the pharma industry
If a vaccine for COVID-19 were available, I would get vaccinated
Last modified: 20 September 2023
Last reviewed: 20 September 2023