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Biopharma Resilience Index
Cytiva and FT Longitude continue to globally lead benchmarking of resilience in the biopharma industry
During the Covid-19 pandemic, Cytiva, FT Longitude and the Financial Times released the first Global Biopharma Resilience Index. It was an industry-leading look at resilience, of corporations and governments, in order to creatively position Cytiva as the thought-leading actor in the market.
The latest edition is able to benchmark fresh new data against the original index, creating an unrivalled longitudinal study. It’s the most comprehensive study of its kind. Whilst no longer hosted by the Financial Times, the campaign is covered extensively in trade media and provides Cytiva with a strong central pillar of thought leadership insight.
better than average attention time
increase in brand awareness
increase in brand consideration
Intelligence
Based on a quantitative survey of 1250 biopharma and pharma executives from around the globe, FT Longitude and Cytiva benchmark countries against five major areas within the industry, 22 different performance indicators, and historic data. Using an innovative indexing, our research analysts
Our team of editorial experts also interviewed inspiring industry voices. Aurélia Nguyen of Gavi, Adrian Hill of The Jenner Institute and Jerome Kim of the International Vaccine Institute or just a few of the luminaries that leant their insights to the programme.
Influence
The campaign was a digital-first masterpiece. It proved hugely successful for both Cytiva and the Financial Times, garnering over 36,000 page views on FT.com, 38% of which worked in healthcare and pharma or government and policy. The remaining audience was made of senior business decision-makers and influencers across several other sectors.
However, the key performance indicators were brand awareness, consideration and preference. All of these metrics saw significant jumps once the campaign had concluded, compared to a benchmark taken previously. In total, FT Partner Content measured a 176% increase in brand awareness, 360% increase in consideration, and 11% increase in preference.
The scale of these figures prove the value of thought leadership for Cytiva, and the value of insight-led B2B content in boosting both brand awareness and long-term commercial efforts through strategic marketing.
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Whether you’re launching a new campaign or looking to improve your current thought leadership strategy, our team of specialists are ready to help you make an impact.
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