Riding the Wave 2020 Relevance Rankings - W2O Group
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Riding the Wave… 2020 Relevance Rankings How the Most Relevant Companies are Navigating Heightened Stakeholder Expectations & New Rules of Engagement in a Tumultuous Environment W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group
In 2020, W2O Issued Several Reports Focused on COVID-19, Social Injustice, and Diversity, Equity & Inclusion. W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 2
This report is our annual Relevance Quotient citing year-over-year shifts in overall
relevance calling out drivers, detractors to:
1 Surface the anatomy of relevance in 2020
2 To offer 2021 guidance for companies navigating new expectations & new rules of engagement
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 3Top Line Findings W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group
Relevant Companies Are Responding To Stakeholders’ Expectations
Heightened by the Events of 2020
Stakeholder Anatomy of
Expectations of Relevant Companies
Companies
1. Willing to take action on issues
1. Serve the interest of all 2. Intensifying focus on values,
stakeholders not just shareholders purpose, ESG and DE&I
2. Company & CEO should take a stand and 3. Moving with agility and keeping up momentum
speak out on issues (stakeholders say they’ll 4. Transparent, empathetic, bold, open
reward it and they want to help). to some risk
3. Go beyond the statement 5. Re-introducing themselves, sharpening narratives
4. Actions must match words 6. Focused on all stakeholders all the time
5. Be accountable. 7. Closing the stakeholder language gap
6. Be a leader, catalyst for real, sustainable 8. Beginning within: employees as enablers &
change provided it's aligned with the advocates
company's expertise and mission
9. Leveraging the CEO but broadening
7. Deliver on mission, vision, values purpose the bench beyond the C-suite
and promises in a genuine, honest, fair,
transparent way. 10. Leveraging always-on, integrated,
cross-PESO storytelling
Relevance
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 5A Tumultuous Time
Seven insights on how organizations remained relevant in 2020
While the story shifted, the cadence didn’t: Content was
1. different but effort remained
Strong CEO approval, search visibility, financial analyst
support and generating shareable news drove relevance
5. across the board
Cross-PESO integration fueled engagement and became
2. even more critical to remaining relevant
Consumers were more active in conversations as both an
6. audience and an influencer
The top 20 most relevant companies saw a pronounced
3. year-over-year increase and showed that alignment with
stakeholders, action, and momentum is based on resilience
Content that resonated re-established company mission,
7. purpose, values
The bottom 20 least relevant companies saw their
relevance decline over the course of the year, largely due to
4. a lack of perspective, action, agility, transparency and
storytelling
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 6Relevance Defined W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group
Relevance Maps and Closes the Gap Between Stakeholder Expectations
and Company Expertise to Achieve Alignment and Understanding
EXPECTATIONS: PLATFORMS:
…what stakeholders expect, …what companies need
want from, and are saying Stakeholder Company to say, want to say,
about, the company Expectations Expertise and are saying internally
and externally
Policy/Politics Capabilities
Technology Lines of Business
Cultural &
Future Growth
Generational
Relevance: Taps into Cultural, Society, Political, Economic Currency & Urgency
• Digitally attuned to stakeholder discussion, wants, needs • Not risk averse
• Topical, timely, agile • Bold, provocative
• Interesting, genuine, authentic • Differentiating, disruptive
• Invites action & engagement
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 8Relevance Defined & Measured
Relevance Companies Are: Measuring Relevance Accounts For:
Core Signals Key Stakeholders
Employees
Search Interest
Patients
HCPs
Advocacy Groups
Key Stakeholder
Engagement & Discussion Financial Analysts
Believed In Investors
Policy Makers
Key Stakeholders
Journalists
Advocating for the Company’s
Positioning Media Outlets
Quantitative Scoring + Audience-Specific Gap Analysis (Content & Engagement)
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 9Relevance was a Challenge
in 2018 & 2019…
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Group Pg. 10Breaking Through the Issues-Centric Media Agenda
and Social Landscape Posed Significant Challenges
2018 2019
1. Opioid Crisis 1. Politics
This is the media 2. Pricing 2. Women’s Health
landscape that 3. Recalls 3. Research/Trials
4. Trump & Politics 4. Health Care System / Plans
companies are 5. FDA 5. Opioid Crisis
operated within 6. Pharma Mergers & Acquisitions 6. Vaccination/Anti-Vax
and needed to 7. PBM/Payer Mergers & Acquisitions 7. Marijuana
8. Mental Health
break through 9. Vaping / Tobacco
10. Pricing
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 11Breaking Through the 2018 Issues-Centric Media Narrative Was Difficult
This is the media landscape that companies are operating within. Macro themes that can be contentious and within which it can be challenging to be portrayed positively or in a
differentiated manner. To be relevant, companies need to do more than just be reactively present in the major news themes that can either episodic or evergreen. Companies
need a more proactive, on-going, sustained, differentiating narrative that is attuned to and aligned with stakeholders to be relevant.
Topic Topic
Rank Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
2018
7
6
5
4
3
2
1
2018-01 2018-03 2018-05 2018-07 2018-09 2018-11 2019-01
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 12Breaking Through the 2019 Issues-Centric Media Narrative Was Imposing
This is the media landscape that companies are operating within. Macro themes that can be contentious and within which it can be challenging to be portrayed positively or in a
differentiated manner. To be relevant, companies need to do more than just be reactively present in the major news themes that can either episodic or evergreen. Companies
need a more proactive, on-going, sustained, differentiating narrative that is attuned to and aligned with stakeholders to be relevant.
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
2019
Topic
2019-01 2019-03 2019-05 2019-07 2019-09 2019-11 2020-01
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 13…2020 changed everything
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Group Pg. 14COVID-19 Dominated Traditional Coverage
and Social Engagement
…with topics related to racial divides, health equity and access growing and evolving throughout the year
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify
93% of all shares (238.8 million) are COVID-19 related
5
Least Shared
4
Topic
3
Rank
2
Most Shared
1
2020-01 2020-03 2020-05 2020-07 2020-09 2020-11 2021-01
January 1, 2020 – December 31, 2020, 209K articles, 258M shares on Twitter, Facebook, Reddit.
Based on a media outlet whitelist of 150 US publications
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 15COVID-19-Adjacent Topics Propagated…
…making it all-the-more challenging for companies to navigate
10
9
Least Shared
8
7
Topic 6
Rank
5
Most Shared
4
3
2
1
2020-01 2020-03 2020-05 2020-07 2020-09 2020-11 2021-01
January 1, 2020 – December 31, 2020, 197K articles, 239M shares on Twitter, Facebook, Reddit Topics gaining
Based on a media outlet whitelist of 150 US publications. momentum later in
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group 2020 Pg. 16COVID-19, Racial Injustice Pushed Equity Issues to the Forefront
Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify.
814,693 articles shared 302M times on Twitter, Facebook, Reddit.
9
8
Least Shared
7
6
Topic
Rank 5
4
Most Shared
3
2
1
January 1, 2020 – December 31, 2020, 815K articles, 302M shares on Twitter, Facebook, Reddit.
Based on more than 11,000 traditional online media outlets. Topics gaining
momentum
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 17Fewer, But More Inter-Related Topics Dominated in 2020
2018 2019 2020
1. Opioid Crisis 1. Politics 1. COVID-19
This is the media 2. Pricing 2. Women’s Health 2. 2020 Election
landscape that 3. Recalls 3. Research/Trials 3. Healthcare Policy
4. Trump & Politics 4. Health Care System / 4. Racial Divides
companies 5. FDA
Plans
5. Equity and Access
operated within 6. Pharma Mergers &
5. Opioid Crisis
Acquisitions 6. Vaccination/Anti-Vax
and needed to 7. PBM/Payer Mergers & 7. Marijuana
break through Acquisitions
8. Mental Health
9. Vaping / Tobacco
These topics became
10. Pricing more inter-related
than ever before
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 18The Result:
Scores Shifted More Acutely
Than We’ve Seen in Previous Years
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Group Pg. 19*2020 Saw a Different Relevance Landscape…
…driving more pronounced shifts in scores and rankings than in previous years
Score Rankings Score Rankings Score Rankings
1 85.4 8.1 4 8 79.9 4.1 1 15 73.8 3.4 1
2 85.0 6.4 1 9 78.0 21 82 16 73.6 6.7 10
3 83.8 2.2 2 10 77.0 5.8 5 17 73.4 1.0 6
4 82.9 3.1 2 11 76..8 17.4 66 18 73.1 2.9
5 82.7 5.1 1 12 75.2 0.8 6 19 71.9 9 34
6 82.5 7.0 2 13 74.4 0.5 3 20 71.2 0.3 7
7 80.5 5.5 2 14 73.8 7.5 15 Up
Year-Over-Year
Flat
Year-Over-Year
Down
Year-Over-Year
0 85 100
WEAK SUSCEPTIBLE ON THE FENCE STRONG RESILIENT
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 20Gap Between Top & Bottom 20 Healthcare Companies Widened
in 2020: Consistency + Content Made the Difference
Healthcare sector relevance in 2020 moved in ways that matched the world at large, reflecting the K-shaped economic recovery seen after the
onset of the COVID-19 pandemic
• Alignment with Stakeholders & Momentum Drives Relevance: The top 20 companies proved that action begets relevance, boosting scores throughout the year
through a combination of products, innovation, always-on communications and showing empathy and support for key audiences like employees and patients.
• Dormancy Drives Irrelevancy: The bottom 20 companies saw their relevance decline consistently, largely due to a lack of action, agility, transparency and storytelling.
80 56
78 54
76 52
74
50
72
48
70
46
68
44
66
64 42
62 40
60 38
Top 20 Companies Bottom 20 Companies
0 85 100
WEAK SUSCEPTIBLE ON THE FENCE STRONG RESILIENT
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 21Drivers & Detractors – Healthcare Top 20 Most Relevant
More relevant in 2020 than 2019 Drivers & Detractors
• Relevance Drivers: strong CEO approval, media
engagement, financial analyst support
Overall
Healthcare Journalists
90
Employees • Relevance Detractors: low engagement with policy-
80 makers and HCPs specifically, low (but increasing) search
70
Healthcare Media
CEO Approval visibility
Outlets 60
50
40
HCPs (Non-MD) 30
20
Financial Analyst Opportunities
10 • Further strengthen engagement with policy-
0 makers and HCPs and increase overall visibility in the
HCPs (MD) Search right spaces…
• …by using bold narratives and thematic white spaces to
tap into and show
Industry Engagement
company impact
• …and implementing search strategies that focus on the
Advocacy Individuals Healthcare Ecosystem language/desires of key audiences, supplemented by
Policy Makers Patients paid search
2020 2019 2018 = gap / opportunity 0 85 100
WEAK SUSCEPTIBLE ON THE FENCE STRONG RESILIENT
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 22Drivers & Detractors – 140 Healthcare Companies
More relevant year-over-year Drivers & Detractors
• Relevance Drivers: year-over-year increases
Overall in CEO approval, financial analyst support and employee
85
Healthcare Journalists
75
Employees scores
Healthcare Media 65
CEO Approval
• Relevance Detractors: persistently low engagement
55
Outlets from policy-makers and patients, low news sharing
45
35
overall
HCPs (Non-MD) 25 Financial Analyst
15
5
-5
Opportunities
HCPs (MD) Search
• Further strengthen engagement with policy-makers,
patients and HCPs…
Industry Engagement • …by using their language and being in tune with their
needs. Use narratives and thematic white spaces to tap
into and show company impact in patient lives,
Advocacy Individuals Healthcare Ecosystem
outcomes, culture, society, policy
Policy Makers Patients
2020 2019 2018 = gap / opportunity 0 85 100
WEAK SUSCEPTIBLE ON THE FENCE STRONG RESILIENT
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 23Relevance Delivers
Strong Results
Even During a Pandemic
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Group Pg. 24The Most Prevalent Relevance Benefits…
Resiliency Sustainability Collaboration,
Transparency
Connecting with audiences allows Organizational confidence is critical Having stakeholders “discover”
for trust and resolve to be during trying times, sustaining policy and partner on approach is
reinforced—even in purpose provides a meaningful essential to relationships
global pandemics pathway
An Authentic Actualizing Connectivity with
Voice of Humility Purpose and Values Stakeholders
Empathy, sensitivity, and action Demonstrating efficacy across From product development, social
spur loyalty stakeholders build advocacy issues, to global causes, to access,
pricing, and culture creates
engagement
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 252021 Guidance
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Group Pg. 26Guidance for Companies in 2021
Content needs to retell your story especially new areas. Adopt a relevance-centric perspective to drive
Diverse methods, different voices. authenticity, alignment and resiliency.
It’s about the “how.” Show me, don’t tell me Being discoverable and encounterable is critical.
Use data and insights to get smarter
Employees must be confident and flexible regarding the
about the business and how policies and decisions are
business if relevance is to be seen as serious.
being perceived by stakeholders.
Focus on all stakeholders. But keep an eye on A strong, clear, point of view inline with stakeholder
consumers. Understand the increasing role of those who expectations precedes and underpins thought
now have a voice. leadership.
With equity and racial justice being key mandates for
companies, environmental, social, governance (ESG) Tonality, frequency, and cadence are essential to
and DE&I should permeate the business and resist being breaking through.
a set of messages or a singular campaign.
W2O \ 26 February 2021 \ Proprietary and Confidential Property of W2O Group Pg. 27With contributions from:
For more information:
Stephen Yoon
Alan Chumley
Gary Grates
Managing Director,
Emily Poe
Integrated Intelligence
Chuck Hemann
W2O Group
Abby Hayes
achumley@w2ogroup.com
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