Remaining Relevant Amidst a Global Health Crisis - W2O's Corporate Relevance Model Helps Organizations Stay Attuned & Ahead Covering Activity from ...
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Remaining Relevant Amidst a Global Health Crisis W2O’s Corporate Relevance Model Helps Organizations Stay Attuned & Ahead Covering Activity from January 1, 2020 – March 14, 2020 W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
Companies That Are Relevant Behave Differently and Solicit Different Stakeholder Engagement W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
a data-driven, agile way of thinking
Relevance and operating that is attuned to
societal and cultural currency
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
• A one-dimensional measure
it is multi-dimensional, multi-directional,
multi-source and multi-audience
• Only Impressions or Media Mentions
Relevance it is not only about the number of articles or
mentions in coverage
• Only Quantity of Content
producing the most content, shares or
engagement does not make you relevant
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
Relevance Maps and Closes the Gap Between…
…what companies need …what stakeholders want
to say, want to say, and from, and are saying
are saying about, the company
Company Stakeholder
Expertise Expectations
Capabilities Policy/Politics
Lines of Business Technology
Cultural &
Future Growth
Generational
Relevance: Taps into Cultural, Society, Political Currency & Urgency
• Digitally attuned to stakeholder discussion, wants, needs • Genuine
• Topical, timely • Bold, provocative platform
• Interesting • Differentiating
• Disruptive
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 5
Relevant Companies Are…
Believed In
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 6
Measuring Relevance Accounts for Multiple Signals
& Stakeholders
Core Signals Key Stakeholders
Search Interest Patients
HCPs
Employees
Key Stakeholder Researchers
Engagement & Discussion Advocacy Groups
Financial Analysts
Key Stakeholders Policy Makers
Believed In Advocating for the Healthcare Ecosystem
Company’s Positioning
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 7
We’ve Been Tracking the Relevance of 240 Companies for Three Years… W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
…and Being Relevant Was Hard Enough in 2019 W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
Few Companies Are Truly Relevant
Only 6% of 140 health care companies registered a strong relevance in 2019; none registered as resilient
32% 31% 31% 6% 0%
0Breaking Through is Hard Because the Topical
Landscape is Noisy
This is the healthcare media landscape. Macro themes are contentious and it can be challenging to differentiate
or be portrayed positively. To be relevant, companies need a proactive, sustained and differentiating narrative that
is attuned to and aligned with stakeholders.
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
Topic Drug Costs/Pricing
Rank 10
Vaping/Tobacco
9
Mental Health
8
Marijuana
7
Vaccination
6
Opioid
5
Healthcare System/Plans
4
Research/Trials
3
Women’s Health
2
Politics
1
2019-01 2019-03 2019-05 2019-07 2019-09 2019-11 2020-01
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 11Then the Coronavirus Changed Everything Analysis covers January 1, 2020 – March 14, 2020 W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
COVID-19 Has Made an Already Noisy Conversation
Even Louder
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
Topic Budget
Rank 5
Roe v. Wade
4
Trump Impeachment
3
Primaries
2
Coronavirus ALL
1
2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-03-01 2020-03-15
Jan. 1, 2020 – March 14, 2020, 90,000 articles, shares on Twitter, Facebook, Reddit
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 13Breaking Through is Even More Challenging
Because the COVID-19 Conversation is Both
Voluminous and Diverse
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
Topic Coronavirus Response
10
Rank
Coronavirus Economy So What?
9
Stakeholders are
Coronavirus Cancellations
8 demanding that
companies take a
Budget
7 real and authentic
Coronavirus Testing leadership
6
position.
Coronavirus Policy
5 Stakeholders want to
Roe V. Wade see a focus on
4 benevolent
Trump Impeachment behavior, not
3
positioning or
2
Primaries
postulating.
Coronavirus Outbreak
1
2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-02-15 2020-03-01 2020-03-15
Jan. 1, 2020 – March 14, 2020, 90,000 articles, shares on Twitter, Facebook, Reddit
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 14Who’s Most Relevant to Key Stakeholders When It Comes to COVID-19? W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
Who Is Most Relevant and Why?
Other Industries Healthcare
1 • Relevance Tends to Transcend 1 • Healthcare Relevance Also
an Issue: Non-healthcare Transcends an Issue. The most
2 companies that were leading 2 relevant companies of 2019
relevance rankings in 2019 remained the most relevant amid
generally continued to lead COVID-19.
3 3
COVID-19 relevance rankings. • Engaging About More Than
4
• Relevance Understands That 4
COVID-19 Is Critical. Companies
People Come First. Relevant that balance COVID-19 and
companies focused on elements core to their business
5 employees and customers 5 remained most relevant.
equally. • Collaboration is Emerging as a
6 • Authentic Philanthropy Begets 6 Key Relevance Driver. Companies
Relevance. Relevant companies that get it takes all of us are more
7 were boldly and at scale serving 7 relevant—from highlighting
the communities in which internal collaboration, working
they operate. with regulators and policy makers,
8 8
and partnering with
philanthropic organization.
9 9
10 10
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 16What Is Driving Relevance for the Top 5
Healthcare Companies?
Company What They Did What It Delivered
• Developed coronavirus diagnostics test that’s 10x faster. • Highly shared positive media coverage (Bloomberg article
• Announced planned shipment of 400K tests per week in the U.S. garnered 123k shares).
• Share price jumped 11% on 3/13/20, the highest same-day
increase in 20+ years.
• Created a $20M global fund for impacted communities. • Garnering attention among top tier media outlets and
• Announced collaborative R&D effort with the Bill & Melinda in social conversation.
Gates Foundation. • Stock price went up day of the announcement.
• Committed to price stability for essential medicines.
• Partnered with U.S. Dept. of Health & Human Services to develop • Highly shared, positive top-tier news coverage.
COVID-19 therapies.
• Collaborating with Beth Israel Deaconess Medical Center
on a COVID-19 therapies.
• Sanofi and Regeneron announced clinical trials with rheumatoid • News of initial Kevzara human trials generating significant
arthritis drug, Kevzara to treat COVID-19. social conversation.
• Partnered with U.S. Dept. of Health & Human Services to develop • Highly shared, positive media coverage; news sharing by top-
coronavirus vaccine. tier health care outlets and influencers.
• Shared tools and insights in an open source platform to speed up • Highly shared, positive top-tier news coverage.
the process of developing vaccines and treatments. • Social conversation topics were dynamic—people discussing
• Sharing manufacturing capabilities with other companies to quickly potential COVID vaccine/treatment and sharing of non-
scale therapy manufacturing. pipeline-related COVID content by employees and consumers.
• Pfizer and BioNTech announced co-development of COVID-19 vaccine.
part of the Office of the Assistant Secretary for Preparedness and Response at the U.S. Department of Health & Human Services
^ Analysis was conducted the day after announcement
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 17Outside of Healthcare, Relevancy Is Bolstered by
Swift and Decisive Action
Company What They Did What It Delivered
• Hired 100,000 workers and increasing existing worker pay by $2/hour. • Positive sentiment from the general public—including
• Cracked-down on price gouging by restricting third party sellers of encouraging out-of-work people to apply for positions, support
critical essentials: face masks, hand sanitizer, disinfectants, etc. for paid sick leave.
• Announced two weeks pay for COVID-19 diagnosed or • Positive market reaction to increased demand/revenue.
quarantined employees. • Positive reception to Amazon’s quick action on third-party
• Launched $5M regional response fund to support local businesses. sellers given concerns about product availability and
distribution.
• Waived change fees for all tickets purchased between 3/1 and 3/31. • Accolades for living up to reputation as a customer-friendly
• CEO Ed Bastian proactively communicated cleaning & airline for being first to waive change fees.
sanitizing procedures. • High engagement from stakeholders on proactive
• CEO Ed Bastian announced he is foregoing 100% of his salary for communication efforts.
the next 6 months to support the business/preserve cash. • Strong sentiment (and coverage) of salary announcement,
acknowledged as inspiring CEO.
• Announced several initiatives focused on helping get college • Created unique connection with stakeholders by authentically
students home after school closures: reduced minimum age required (and swiftly) helping to solve a problem. Tweets included
to rent, waived young renter fee. language such as: “Amazing! Some companies have really
shown heart through this pandemic.”
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 18Honorable Mentions for Hitting the Mark
Company What They Did What It Delivered
• LUSH announced it was inviting passers-by into stores for free hand • Announcement and in-store experience generated strong
washing with no obligation to buy anything. social conversation and sharing among stakeholders.
• The company posted educational content noting that the simplest • Tweets included language such as: “another reason
thing you can do not to get the virus is to wash your hands. to love Lush.”
• ZOOM announced it was providing free video conferencing for K-12 • Generated strong social response and positive coverage for the
students in the U.S., Italy, Japan. company’s recognition of need to support continued learning
during school closures.
• Tweets from teachers included language such as:
“Classes can continue! Zoom is going to help your schools.”
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 19And Some That Missed the Mark
Company What They Did What It Delivered
• Whole Foods’ CEO suggested that employees should share paid time • Sparked backlash outrage among employees and general
off and donate sick time to each other. public; generated negative high-profile coverage.
• Critical social conversation pointed out Whole Foods is owned
by one of the richest men in the world, the company is “only
worried about profits during the health scare”.
• Famous for saying that “employees come first and if you take care of • Employees responded with hostility. Branson was criticized in
employees they’ll take care of your customers,” CEO Sir Richard parliament for not living up to his own stated values and told
Branson asked 8,500 employees to take eight weeks unpaid leave. to sell his private island.
• The request generated highly shared media coverage and
social conversation characterizing Branson as a “real villain”
during the crisis.
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 20So What? W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
Remaining Relevant Amidst a Global Health Crisis
Do Don’t
• Action is more valuable than words • It’s not an opportunistic marketing moment
• Focus on benevolent behavior more • It can’t issue-jack
than positioning
• It can’t be a fast follow. Either lead
• Doing the right thing for and with stakeholders or stay out of the fray
• Align with your organizations’ reason for being • It can’t be just be a letter from the CEO
and mass communication
• Lean in to engagement and conversations not just
one-to-many mass communications
• Extend the bench beyond just the CEO,
thought leadership is a team effort
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 22Relevance Done Well Delivers…
Resiliency Sustainability Collaboration,
Transparency
Being relevant helps you stay Relevance is hard to build, Having stakeholders
relevant—even in but very easy to lose. “discover” policy and partner
global pandemics. on approach is essential to
trust and relevancy.
An Authentic Actualizing Alignment
Voice of Humility Purpose & Values with Stakeholders
Relevance is now Acknowledging that your Being relevant with your
about sensitivity, audience is not one- stakeholders builds
empathy, action. dimensional increases organizational trust.
your relevance.
W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group Pg. 23For more information: Gary Grates Principal ggrates@w2ogroup.com Alan Chumley Managing Director, Analytics achumley@w2ogroup.com Chuck Hemann Practice Leader, Digital Intelligence & Activation chemann@w2ogroup.com W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
The materials and documentation incorporated into this presentation (including all ideas, creative materials, methodologies, systems and/or tools) include intellectual property and other proprietary information of W2O Group (“Materials”). W2O Group retains all right, title, and interest in and to its intellectual property incorporated into the Materials. These Materials may also be subject to third party rights and are thus, provided for presentation and evaluation purposes only. This client agrees not to use, share, or make any of the Materials public without written permission. Thank You W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group
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