Remaining Relevant Amidst a Global Health Crisis · Politics 2019-01 2019-03 2019-05 2019-07...

W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group

Remaining Relevant Amidsta Global Health CrisisW2O’s Corporate Relevance Model Helps Organizations Stay Attuned & AheadCovering Activity from January 1, 2020 – March 14, 2020


Companies That Are Relevant Behave Differently and Solicit Different Stakeholder Engagement


a data-driven, agile way of thinking and operating that is attuned to societal and cultural currency

Relevance


• A one-dimensional measureit is multi-dimensional, multi-directional, multi-source and multi-audience

• Only Impressions or Media Mentionsit is not only about the number of articles or mentions in coverage

• Only Quantity of Contentproducing the most content, shares or engagement does not make you relevant

Relevance

Pg. 5W2O \ 20 March 2020 \ Proprietary and Confidential Property of W2O Group

Relevance Maps and Closes the Gap Between…

Relevance: Taps into Cultural, Society, Political Currency & Urgency• Digitally attuned to stakeholder discussion, wants, needs• Topical, timely• Interesting

• Genuine• Bold, provocative platform• Differentiating• Disruptive

…what companies need to say, want to say, andare saying

…what stakeholders wantfrom, and are sayingabout, the company

Policy/Politics

Technology

Cultural &Generational

StakeholderExpectations

CompanyExpertise

Capabilities

Lines of Business

Future Growth


Relevant Companies Are…

Believed In


Believed In

Measuring Relevance Accounts for Multiple Signals & Stakeholders

Search Interest

Key StakeholderEngagement & Discussion

Key Stakeholders Advocating for the Company’s Positioning

Core Signals Key Stakeholders

PatientsHCPs

EmployeesResearchers

Advocacy GroupsFinancial Analysts

Policy MakersHealthcare Ecosystem


We’ve Been Tracking the Relevance of 240 Companies for Three Years…


…and Being Relevant Was Hard Enough in 2019


Few Companies Are Truly RelevantOnly 6% of 140 health care companies registered a strong relevance in 2019; none registered as resilient

55-640 100<55

RESILIENTON THE FENCESUSCEPTIBLEWEAK STRONG

65-74 75-84 >85

0 <55 56-64 65-74 75-84 85+

0%6%31%32% 31%

0 <55 56-64 65-74 75-84 85+ 100

1%7%45%14% 33%

100

Only 8% of other large enterprises registered a strong or resilient relevance in 2019


Breaking 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

TopicRank 10

9

8

7

6

5

4

3

2

1

Drug Costs/Pricing

Vaping/Tobacco

Mental Health

Marijuana

Vaccination

Opioid

Healthcare System/Plans

Research/Trials

Women’s Health

Politics

2019-01 2019-03 2019-072019-05 2019-09 2019-11 2020-01


Then the CoronavirusChanged EverythingAnalysis covers January 1, 2020 – March 14, 2020


Jan. 1, 2020 – March 14, 2020, 90,000 articles, shares on Twitter, Facebook, Reddit

COVID-19 Has Made an Already Noisy Conversation Even Louder

2020-01-01 2020-01-15 2020-02-152020-02-01 2020-03-01 2020-03-15

Budget

Roe v. Wade

Trump Impeachment

Primaries

Coronavirus ALL

5

4

3

2

1

TopicRank

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify


Jan. 1, 2020 – March 14, 2020, 90,000 articles, shares on Twitter, Facebook, Reddit

Breaking Through is Even More Challenging Because the COVID-19 Conversation is Both Voluminous and Diverse

Coronavirus Response

Coronavirus Economy

Coronavirus Cancellations

Budget

Coronavirus Testing

Coronavirus Policy

Roe V. Wade

Trump Impeachment

Primaries

Coronavirus Outbreak

2020-01-01 2020-01-15 2020-02-152020-02-01 2020-02-15 2020-03-01 2020-03-15

10

9

8

7

6

5

4

3

2

1

So What?Stakeholders are demanding that

companies take a real and authentic

leadership position.

Stakeholders want to see a focus on benevolent

behavior, not positioning or

postulating.

TopicRank

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify


Who’s Most Relevant to Key Stakeholders When It Comes to COVID-19?


Healthcare

Who Is Most Relevant and Why?

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• Relevance Tends to Transcend an Issue: Non-healthcare companies that were leading relevance rankings in 2019 generally continued to lead COVID-19 relevance rankings.

• Relevance Understands That People Come First. Relevant companies focused on employees and customers equally.

• Authentic Philanthropy Begets Relevance. Relevant companies were boldly and at scale serving the communities in which they operate.

• Healthcare Relevance Also Transcends an Issue. The most relevant companies of 2019 remained the most relevant amid COVID-19.

• Engaging About More Than COVID-19 Is Critical. Companies that balance COVID-19 and elements core to their business remained most relevant.

• Collaboration is Emerging as a Key Relevance Driver. Companies that get it takes all of us are more relevant—from highlighting internal collaboration, working with regulators and policy makers, and partnering with philanthropic organization.

1

2

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Other Industries


Company What They Did What It Delivered• Developed coronavirus diagnostics test that’s 10x faster.• Announced planned shipment of 400K tests per week in the U.S.

• Highly shared positive media coverage (Bloomberg article 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.• Announced collaborative R&D effort with the Bill & Melinda

Gates Foundation.• Committed to price stability for essential medicines.

• Garnering attention among top tier media outlets and in social conversation.• Stock price went up day of the announcement.

• Partnered with U.S. Dept. of Health & Human Services to develop COVID-19 therapies.• Collaborating with Beth Israel Deaconess Medical Center

on a COVID-19 therapies.

• Highly shared, positive top-tier news coverage.

• Sanofi and Regeneron announced clinical trials with rheumatoid arthritis drug, Kevzara to treat COVID-19.• Partnered with U.S. Dept. of Health & Human Services to develop

coronavirus vaccine.

• News of initial Kevzara human trials generating significant social conversation.• Highly shared, positive media coverage; news sharing by top-

tier health care outlets and influencers.

• Shared tools and insights in an open source platform to speed up the process of developing vaccines and treatments.• Sharing manufacturing capabilities with other companies to quickly

scale therapy manufacturing.• Pfizer and BioNTech announced co-development of COVID-19 vaccine.

• Highly shared, positive top-tier news coverage.• Social conversation topics were dynamic—people discussing

potential COVID vaccine/treatment and sharing of non-pipeline-related COVID content by employees and consumers.

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

What Is Driving Relevance for the Top 5 Healthcare Companies?


Outside 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.• Cracked-down on price gouging by restricting third party sellers of

critical essentials: face masks, hand sanitizer, disinfectants, etc.• Announced two weeks pay for COVID-19 diagnosed or

quarantined employees.• Launched $5M regional response fund to support local businesses.

• Positive sentiment from the general public—including encouraging out-of-work people to apply for positions, support for paid sick leave.• Positive market reaction to increased demand/revenue. • Positive reception to Amazon’s quick action on third-party

sellers given concerns about product availability and distribution.

• Waived change fees for all tickets purchased between 3/1 and 3/31.• CEO Ed Bastian proactively communicated cleaning &

sanitizing procedures.• CEO Ed Bastian announced he is foregoing 100% of his salary for

the next 6 months to support the business/preserve cash.

• Accolades for living up to reputation as a customer-friendly airline for being first to waive change fees.• High engagement from stakeholders on proactive

communication efforts.• Strong sentiment (and coverage) of salary announcement,

acknowledged as inspiring CEO.

• Announced several initiatives focused on helping get college students home after school closures: reduced minimum age required to rent, waived young renter fee.

• Created unique connection with stakeholders by authentically (and swiftly) helping to solve a problem. Tweets included language such as: “Amazing! Some companies have really shown heart through this pandemic.”


Honorable Mentions for Hitting the MarkCompany What They Did What It Delivered

• LUSH announced it was inviting passers-by into stores for free hand washing with no obligation to buy anything.• The company posted educational content noting that the simplest

thing you can do not to get the virus is to wash your hands.

• Announcement and in-store experience generated strong social conversation and sharing among stakeholders.• Tweets included language such as: “another reason

to love Lush.”

• ZOOM announced it was providing free video conferencing for K-12 students in the U.S., Italy, Japan.

• Generated strong social response and positive coverage for the 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.”


And Some That Missed the Mark Company What They Did What It Delivered

• Whole Foods’ CEO suggested that employees should share paid time off and donate sick time to each other.

• Sparked backlash outrage among employees and general 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 they’ll take care of your customers,” CEO Sir Richard Branson asked 8,500 employees to take eight weeks unpaid leave.

• Employees responded with hostility. Branson was criticized in parliament for not living up to his own stated values and told to sell his private island. • The request generated highly shared media coverage and

social conversation characterizing Branson as a “real villain” during the crisis.


So What?


Remaining Relevant Amidst a Global Health Crisis

Do

• Action is more valuable than words

• Focus on benevolent behavior more than positioning

• Doing the right thing for and with stakeholders

• Align with your organizations’ reason for being

• 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

Don’t

• It’s not an opportunistic marketing moment

• It can’t issue-jack

• It can’t be a fast follow. Either lead or stay out of the fray

• It can’t be just be a letter from the CEO and mass communication


Relevance Done Well Delivers…

Resiliency Sustainability Collaboration, Transparency

An Authentic Voice of Humility

Actualizing Purpose & Values

Alignment with Stakeholders

Being relevant helps you stay relevant—even in

global pandemics.

Relevance is hard to build, but very easy to lose.

Having stakeholders “discover” policy and partner on approach is essential to

trust and relevancy.

Relevance is now about sensitivity, empathy, action.

Acknowledging that your audience is not one-

dimensional increases your relevance.

Being relevant with your stakeholders builds organizational trust.


For more information:

Gary [email protected]

Alan ChumleyManaging Director, [email protected]

Chuck HemannPractice Leader, Digital Intelligence & [email protected]


Thank You

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.

Remaining Relevant Amidst a Global Health Crisis · Politics 2019-01 2019-03 2019-05 2019-07...

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