Insights from Message Pillar 1: Outcomes for All Patients

Perceived Purpose: Most respondents associated this message with health equity and pandemic-driven resilience-building.
Liked Language: Phrases like “bridge providing infrastructure”, “resilient societies”, and “historic gains” drew attention.
Confusing Language: Some U.S. regulators found the term “transformational infrastructure” vague.
Effectiveness Rating: Scored 6.2/7 on average across both geographies.
Credibility: Highest among NGOs and academic stakeholders who perceived client's COVID-19 leadership as “proof of intent.”

Insights from Message Pillar 2: Innovating for Health

Resonant Themes: “Cooperative innovation”, “unlocking collaboration”, and “science for humanity” emerged as highly resonant, especially in Brussels and academic segments.
Differentiation: Viewed as more unique and proactive compared to standard pharma messaging.
Policy Credibility: The “intellectual property” system argument was polarizing endorsed by former legislative staff but scrutinized by NGO leaders.
Trust & Credibility: Belgium respondents rated credibility slightly higher than U.S. counterparts (6.3 vs 5.9).

Comparative Highlights:

Message Consolidation: Consider integrating the health equity urgency of Pillar 1 with the scientific collaboration narrative of Pillar 2 for a more complete story arc.
Stakeholder Alignment: Customize message emphasis based on audience segment:
- Academics: Emphasize societal outcomes and resilience.
- Regulators: Focus on collaboration mechanisms and IP impact on access.
- NGOs: Reframe commercial IP language with public-good framing.
Proof Points: Anchor claims with concrete impact examples (e.g., client’s COVID-19 vaccine development, Africa health equity programs).
Geo-Differentiation: Belgian respondents responded more favorably to global collaboration themes, while U.S. audiences showed stronger alignment with domestic policy solutions and access equity.

Narrative Validation: Both message platforms met key thresholds for clarity, credibility, and policy relevance.
Pathway to Advocacy Activation: Segmentation insights will help client prioritize audience-aligned storytelling in advocacy, public affairs, and thought leadership.
Platform Optimization: Open-ended data revealed specific language refinements to improve resonance across both markets.