Pfizer

Accelerating Brand Performance by Decoding the Human Drivers of Trust

Amid historic declines in institutional trust in the health sector and ongoing shifts in customer sentiment, consumer trust is one of the most prized and defended assets for brands today. Most brand trackers, though, only measure trust as a single, static metric: Do you trust Brand X?

With heightened public visibility post-pandemic, Pfizer sought a more complete picture of brand sentiment to meet its target of improving global stakeholder trust in its products by 2030. The pharmaceutical leader engaged Material to develop and activate a holistic framework for measuring and improving brand trust.

WHAT WE DID

Customer + Consumer Insights
Segmentation
Brand Health Tracking

Approach

Developing a Composite Trust Framework: Grounded in Material’s behavioral science expertise, we deconstructed trust into several functional and emotional attributes. After collecting insights from Health Care Providers (HCPs), patients and caregivers around the world, we discovered that, in fact, there were four attributes — two functional, two emotional — most responsible for driving trust in the Pfizer brand. We realized that Pfizer must achieve high performance on all four attributes to build trust; therefore, we created a composite trust score to track trust globally and in each of Pfizer’s six major markets (U.S., France, Japan, China, Brazil and Mexico).

Identifying Target Areas and Insights-Backed Interventions: To further refine the picture of composite trust, we segmented the global and country audiences into three groups: Generally Trusting People, Neither Trusting Nor Mistrusting and Generally Mistrusting People. This breakdown enabled us to collaboratively target high-priority audiences with strategies tailored to the functional and emotional attributes that resonated or failed to resonate with each group.

Long-Term Tracking Across Six Global Markets: Through regular surveys fielded to HCPs, patients and caregivers around the world, Material’s brand tracking program collects longitudinal data to quantify how Pfizer’s messaging, outreach and products are impacting overall brand trust.

Outcomes

Material’s composite trust framework and ongoing tracking program unlock a clear, unified and actionable picture of how HCPs, patients and caregivers around the world perceive and trust Pfizer’s products.

After its first quarter of tracking composite trust, Pfizer saw increases in its global trust scores and in two of its national markets. Notably, the Generally Mistrusting People segment in the U.S. composite trust score increased 3% quarter-over-quarter, indicating positive responses from key brand audiences.

Pfizer can now chart aggressive benchmarks and make insight-backed investments to help meet its target of improving global stakeholder trust in its products by 2030.

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