June 6th, 2023, Lesley Simeon
Pfizer has new names on its agency roster. Where Publicis Groupe has come on board to handle its global data and tech, media and creative production, Interpublic Group has been named the pharmaceutical giant’s lead creative partner.
Less than a year after it welcomed its first chief marketer, we look at how Pfizer’s Impression score has fared in recent years.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Pfizer’s Impression score made significant gains with the onset of the Covid-19 pandemic, with the company being one of the few manufacturers of the vaccine and booster shots. The score grew from a net score of 8 in January 2019 to 10 in March 2020 (when it partnered with the German company BioNTech to develop a potential Covid-19 vaccine).
In getting the FDA’s approval for its vaccine in December 2020, Pfizer’s Impression score reached a high of 36 in June 2021. But as emergency restrictions eased globally, Pfizer’s Impression score began climbing down from its pandemic-time highs. Nonetheless, with a net score of 14 on June 3, 2023, the brand’s Impression score is currently better than its pre-pandemic numbers.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Pfizer’s Impression score is based on the question: Overall, of which of the following drug brands do you have a positive impression/negative impression? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 7666 US adults between January 1, 2019 and June 3, 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
Photo by Jesse Paul on Unsplash