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Nativo Drove Public Perception of Leading Healthcare Brand Up by 63%

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Nativo Drove Public Perception of Leading Healthcare Brand Up by 63%

Frequently Asked Questions

What was the main challenge the healthcare brand faced?

The brand faced low trust in the pharmaceutical industry overall: high awareness of “big pharma” but little distinct awareness or positive perception of individual companies. The challenge was to position the brand as a trusted corporate citizen and leader in science, technology, and environmental responsibility.

What approach did Nativo use to improve perception?

Nativo delivered branded content into contextually relevant environments targeted at three audiences, using dynamic creative to drive click-through and surface keyword and messaging insights. The approach combined distribution, creative testing, and ongoing measurement of brand health.

What were the measured results?

Measured results included a 63% increase in favorable public perception, a 48% increase in favorable investor perception, and a 63% increase in favorable perception among opinion leaders.

How should brands measure success for brand health initiatives?

The study recommends testing brand health and lift over time and combining those metrics with content testing and insights to ensure messaging resonates with different audience segments. Brand health improvement is a continuous process rather than a one-time change.

How can I learn more or see similar results for my brand?

You can schedule a free demo with Nativo to see what’s possible. The original article page includes a form to request a demo and connect with Nativo experts.

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Original Article
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Nativo Drove Public Perception of Leading Healthcare Brand Up by 63%

Overarching brief: Nativo worked with a leading healthcare brand to improve their brand name and perception in the market.

Issue

In what should be their shining hour, in the wake of world-saving vaccines and medical innovation, the pharmaceutical industry remains more challenged than ever.

Long-standing historical distrust perpetuates the views of varied consumer groups. Brands suffer from an overarching judgment against the industry as a whole, with strong consumer awareness of “big pharma” but little awareness of individual brands, and even less interest in understanding their contributions outside pipeline development.

The challenge was to position, or reinforce the position, of their brand as a solid corporate citizen and leader across science, technology, and the environment.

Intelligence

Following the COVID-19 pandemic and the production of vaccines, there was a huge surge in familiarity with the Pharma industry and specific pharma brands.

Some appreciation was built among consumers for the potential and promise of the work these companies were doing and their speed in finding a solution. However, positive perception — or favorability — was always tied to the people behind the innovations, whereas trust in pharma institutions themselves has continued to steadily decline even throughout the pandemic.

Idea

Deliver branded content to the three audiences in contextually relevant environments, with dynamic creative to power click-through and illuminate keyword and messaging insights.

Impact

Nativo was able to drive significant improvement of the Leading Healthcare Brand’s name and perception in market:

  • 63% favorable public perception
  • 48% favorable investor perception
  • 63% favorable opinion leaders' perception

Insights

The study showed that brand health doesn’t change overnight — it’s a constantly evolving process that needs to be measured and evaluated to ensure that what the content brands are producing matters to their audience. Testing brand health and lift over time, combined with content testing/insights, is key to brand creating cohesive messaging that is relevant to the different segments in their audiences.

See what’s possible with Nativo.

Fill out the form on the original page to schedule a free demo with one of Nativo’s dedicated experts.

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