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Brand Reputation in China
Managing Your
Company’s Image
Kantar Health is a leading
global healthcare advisory firm
possessing deep commercial
and scientific expertise to
support your pharma and
biotech business development
and licensing strategies.

The Importance of Brand Reputation
In China, more so than other countries,
the level of information sharing online has
exploded, giving individuals a new platform
for discussing businesses and their services.
Product review sites, group discussion
forums and personal blogs have allowed
people to share their thoughts, personal
stories and biases on everything from cereal
to healthcare. With the increasing level of
complexity in the business environment,
from increasing regulations and decreasing
reimbursements to better educated patients
and more sophisticated technology,
measuring, monitoring and managing
corporate reputation are key to sustainability.
In the largest reputation study to date on
the pharma industry in China, Kantar Health
and DXY have partnered to poll nearly
5,000 physicians on their perceptions of
pharmaceutical companies who conduct
business in the country. This in-depth study
assesses company reputation by three
key dimensions--education, innovation and
loyalty--to give you a comprehensive look
at the health of your company’s brand and
to guide you on the areas where you should
focus your reputation strategy.
market to physicians according to high ethical for the general market and for specialized
standards. The research not only provides therapeutic areas.
the top 10 rankings in academic marketing
but also compares these rankings to the Reputation for Maintaining Loyalty
prior year so you can see improvements
and declines. The study also segments Physicians were then asked to rank pharma
key specialties so you can uncover any companies on criteria that demonstrate
differences at the specialty level.
their brand loyalty. Using TRI*M, a validated
stakeholder satisfaction tool, physicians
Reputation for Innovation
provided their feedback on questions that
measure their willingness to recommend a
The research also asks physicians to
company’s product, willingness to prescribe,
rank companies based on their adoption perceived competitive advantages and overall
of technology and innovative behavior. satisfaction. TRI*M scores have been gathered
Physicians in China have been among over many years, across many geographies
the earliest adopters of mobile technology, and industries, allowing pharma companies to
underlining the importance of innovation be benchmarked against other markets. Harum
among key stakeholders. Physicians were cum illupidus. Mi, ant.
asked to rank not only companies in terms
of innovation but also the most effective
forms of digital communication in general.
These findings can help a client decide which
channels to employ when trying to reach
key stakeholders. Statistics are provided
Top Companies in China Ranked on New Media Marketing, 2012
30%
20%
14%
Oncology
27%
18%
13%
Endo
Reputation for Education
12%
7%
Base 209 7%
Base 149
9%
Kantar Health and DXY have asked
physicians to rank pharma companies
based on their level of academic marketing,
which includes marketing activities that are
supported by medical and clinical evidence.
This type of non-promotional, educational
communication has become increasingly
important in China, where a group of foreign
pharmaceutical manufacturers has issued
“Codes of Conduct for Medical Promotion” to
25%
20%
14%
9%
7%
Cardiology
Base 288
28%
21%
12%
11%
6%
Respiratory
Base 110

Why Buy These Reports
Kantar’s Stakeholder Satisfaction Tool: The TRI*M Index
Never before has it been so important for
companies to ensure that their brand is
Intentional
viewed in the highest regard among key
stakeholders. It’s critical that companies pay
close attention to their reputation in order to
succeed in today’s and tomorrow’s business
environment. Benchmarking, monitoring
and managing reputation helps you identify
gaps in service, uncover opportunities in the
communication strategy and improve the new
relationship dynamic that exists between a
company and its customers.
Contact Kantar Health and DXY to discuss
how you can leverage these findings with
further customized analysis and use these
unique insights to improve your company’s
corporate image.
Overall
evaluation
Rational
Likelihood to
use
TRI*M Index
Competitive
advantage
Objective barriers
Likelihood to
recommend
Emotional
Top 10 Companies in China Ranked on Academic Marketing, 2012
16%
17%
31%
26%
2011 Ranking Change
2
1
12%
25%
3
4
9%
19%
8
5
9%
20%
4
6
7%
17%
5
7
6%
18%
7
8
3%
14%
10
9
3%
14%
Selected as best
9
10
5%
11%
Other selection
11
www.kantarhealth.com

Brand Reputation in China
About Kantar Health
Kantar Health is a leading global healthcare advisory firm and a trusted advisor to the world’s
leading pharmaceutical, biotech and medical device and diagnostic companies. We combine
evidence-based capabilities and proprietary data with deep clinical and therapeutic knowledge,
scientific expertise and commercial development know-how.
The company’s 700+ healthcare industry specialists work across the product lifecycle, from
pre-clinical development to launch and lifecycle management, acting as catalysts to successful
decision making in life sciences. We help clients prioritize their product development and portfolio
activities, differentiate their brands and drive product success post-launch.
For more information on Kantar Health’s offer and how we can act as your business support
partner, please contact us at info@kantarhealth.com.
www.kantarhealth.com