The extremely sensitive and confidential nature of client business in the Healthcare & Pharmaceuticals Sector of Echo
Research requires that all but the first of the following case studies be presented without client identification. The cases
nonetheless show how Echo devised the right mix of creativity and expertise to conduct customized and effective research and
evaluation.
| Case study 1: Media Mentality: For Health's Sake |
The Issue
Mental health is a major pubic health issue. Starting from the basis that the media plays a crucial role in
influencing people's perception about what is a complex and highly emotive area, the UK's Health Education Authority
(HEA) commissioned Echo to analyse media sentiment and impact.
The Approach
Echo examined the way in which mental health problems were depicted in everything from news to TV
dramas, the terms used to describe those with mental health problems, and the tone of reporting or dramatising what are often
difficult and challenging issues. Echo's study found that print reporters were likely to increase the stigma attached to
mental illness. Television and radio were more likely to be factual, with TV talk shows and soaps dealing more
sympathetically in lifestyle issues related to people's well-being, particularly relationship problems, stress,
bereavement and bullying. In addition, Echo highlighted the growing trend of stress, bullying and the pressure to succeed
being increasingly reported as leading causes of growing mental health problems.
The Benefits
Echo's Mentality Report was used to successfully challenge reporters in their shorthand reporting on
mental illness. It also provided the basis for an open government forum led by the Health Minister to discuss the issues and
recommendations on how health agencies should deal with the media in matters of mental illness.
| Case study 2: Product launch |
The issue
A major drug manufacturer commissioned Echo Research to measure the international media launch of a new
gastrointestinal blockbuster drug following clinical trials and approval by regulators. The objective also was to benchmark
the new brand product against well-established competitive brands.
The approach
Echo conducted a multi-country media evaluation, together with an analysis of key medical online blogs,
throughout the campaign, in order to identify perceptions of the drug's strengths and weaknesses, as well as key negative
influencers.
The results were presented in an interactive dashboard, which integrated media results with the impact of the campaign on
patient groups.
The benefits
Echo's fast turn-around reporting and dashboard approach helped the client to fine-tune strategy by
understanding what worked and what didn't in terms of messages and PR targeting. Although the client received positive
coverage, media tactics had to be reviewed, and resources were re-allocated on key critical areas such as Key Opinion Leader
(KOL) development.
| Case study 3: Stakeholder engagement |
The Issue
Stakeholder engagement, with non-governmental organizations in particular, is high on the agenda of this
drug manufacturer and it is perceived as a central element of the corporate and public affairs strategy. The brief for Echo
was to identify key organizations with which to engage and to select those that would become a potential partner on specific
medical and business issues.
The approach
Echo recommended an integrated approach based on in-depth interviews with external stakeholders and
content analysis of organizations' websites and media sources. Echo designed an interactive library that enabled the
client to have a detailed profile of each organization. A multi-criteria model also helped to select key organizations to
engage on a particular issue.
The benefits
Echo designed a knowledge management tool for public affairs planning and engagement strategy. It became
a must-have tool for issue and stakeholder management, enabling the client to consult the interactive library before the
decision making process.
| Case study 4: Effectiveness of internal channels of
communications |
The Issue
A world-leading drug manufacturer wanted to streamline its internal communication processes on a global
basis. It needed to understand what channels of communications were the most effective among its internal audiences, and
whether they supported elements of the company's corporate strategy.
The approach
Echo recommended conducting in-depth, face-to-face interviews, followed by a multi-country online survey
among employees.
The benefits
The research helped Internal Communications to review strategy on two types of communications. It
revealed that employees liked the intranet website and found it informative. However, comments were made about the lack of
fit with local culture and discrepancy with information needs in some countries. The internal magazine was found to have
problems with distribution and frequency in some parts of the world. By contrast, understanding of corporate messages was
highly rated.
| Case study 5: Early warning on non-financial risks to
reputation |
The Issue
Managing non-financial risks is very much embedded in the culture and strategic management process of this
international pharmaceutical group. It usually relies on internal experts to appreciate risk levels. However, a more
systematic evaluation process was now needed, sensitive enough to identify potential issues before they became mainstream and
impacted on the company's reputation and license to operate.
The approach
The challenge for Echo was to capture relevant stories and measure them on a lifecycle development
scale, while assessing how they would impact on current debates. Echo recommended a continuous tracking of the Internet and
designed a modified algorithm-based model to measure how issues develop. Echo analyzed thousands of information threads each
week on medical, business, ethical and environmental issues.
The benefits
Echo's diagnostic research tool helped to inform the stakeholder department and the Risk Management
Committee on the development of emerging and mature issues and how debates were shaping up. It not only validated internal
experts' opinion but also was a valuable management tool, enabling issue managers to plan resources and investments for
stakeholder engagement and message strategy at a very early stage.
