Eliminating irrelevant results and improving measurement accuracy for a global food delivery company
The Client
A major international pharmaceutical company, founded several decades ago, that performs R&D activities and product development based on a range of medical disorders including neurological, hematological, oncological, gastrointestinal, and other issues. This breadth of activities and corresponding therapeutic products means the company has several distinct therapeutic lines, each with their own unique set of products, branding, and PR/communications requirements.
The Challenge
The client’s several different therapeutic lines means it must track several distinct business lines and their brands simultaneously, along with its corporate brand and competitor mentions. But its prior approach to media intelligence services (including media monitoring, media analysis, and daily executive news briefs) was somewhat fractured: While the company used one SaaS platform for automated media monitoring across the organization, each therapeutic line employed a different PR agency for content curation, media tagging, and media analysis.
This approach to media data collection, curation, preparation, and analysis resulted in fractured outputs, inaccurate media data, siloed data between business groups, and inefficient workflows.
- Inconsistent methodology and formatting: Media reports and media briefs for each therapeutic line had different approaches, different metrics, a different look and feel, and were created using different methodologies
- Difficulty comparing KPIs: The lack of a consistent methodology often led to different numbers and confusing data between deliverables and business groups, making it difficult to benchmark and compare performance
- High cost: Each therapeutic line paid PR agency rates for overlapping content creation and article tagging, leading to significant unnecessary costs
- Erratic scheduling: While some therapeutic lines were on a daily news briefs schedule, others were only receiving monthly updates, making benchmarking and comparisons difficult
- Multiple points of contact: Because of all the different vendors involved, the company was forced to deal with a different POC for every deliverable and therapeutic line
- Lack of objectivity: Because the same agencies conducting measurement reporting were also running PR campaigns and media outreach, there was an appearance of potential bias
- Clunky ad-hoc requests: Because so many different companies were involved, adding a new deliverable or ad hoc request was a tedious process involving multiple contracts and legal reviews
Additionally, because media monitoring and media analysis typically falls outside the core competencies of PR agencies, the client’s media analysis reports were typically produced by staff without appropriate training or industry certifications.
“Fullintel’s media briefings and reports are so thorough and well-prepared, I read them first thing each morning before I start my day. We’ve even had a few instances when Fullintel analysts found important news that our team had to respond to, but that we weren’t aware of prior to receiving Fullintel’s media briefings. Without their help we would have completely missed it and been caught flat-footed. ”
The Solution
Fullintel’s approach to the client’s challenge was simple: Consolidate all media monitoring and media intelligence activities under a consistent methodology, to produce consistent media data and analysis insights across the entire enterprise:
- Consistency of methodology: Standardization of media monitoring and content curation methodologies across all business units and deliverables, for consistent data and a predictable approach
- Economies of scale: All content is now curated, toned and tagged via a centralized process (instead of each business unit doing it in a vacuum). Articles are now curated, toned and tagged just once, with that information then available to all business units and users
- Unbiased, certified media measurement specialists: Fullintel is a true third party, with media analysis reports produced by an AMEC-certified, dedicated media analyst team working full-time on the client’s account. Because our teams don’t run campaigns or PR initiatives, there’s no potential conflict of interest when it comes to measurement results
- Automated SaaS dashboard: An automated, real-time SaaS dashboard, which allows corporate users to drill down into each business unit’s performance (with accurate data across every unit), complements our high-touch expert curation and reporting
- One point of contact: Instead of dozens of POC’s depending on therapeutic line or deliverable, the client’s many business units and corporate users now have one dedicated POC knowledgeable about the entire account
- Consistent scheduling: All deliverables are now submitted to the client on a regular, unified cadence, with each therapeutic line receiving daily and monthly deliverables across the board on a set schedule
- Consistent design: The client’s media reports and mobile-friendly executive news briefs are now standardized to one agreed-upon look and feel, including the company’s branding and corporate colours.
- Flexible master services agreement: Because there’s just one contract that’s already been approved by the client’s legal group, new deliverables or ad-hoc reports can be requested quickly and efficiently
Deliverables
Fullintel consolidated the client’s many disparate deliverables into a coherent, regular program. A full list of ongoing and ad hoc deliverables Fullintel now provides the client (along with the stakeholders who benefit most) is below:
C-Suite Package
| Deliverable | Description |
| Daily, expertly-curated executive news briefs | Top-line, macro-focused report including only top company and competitor mentions of the day from major publications, along with top-tier coverage from the public affairs reports. |
| Monthly, expertly-curated media analysis reports | Macro-level report including a top-line analysis of each therapeutic line’s media footprint combined with overall corporate footprint. Also includes qualitative insights, and an overview of key opinion leaders and influencers. |
Executive package:
| Deliverable | Description |
| Daily, expertly-curated executive news briefs | Macro-level report including major mentions from therapeutic line reporting, corporate mentions that don’t mention a therapeutic line specifically, and industry news. High-level report for executive review. |
| Daily public affairs reports | See table above. |
| Monthly, expertly-curated media analysis reports | Macro-level report including a top-line analysis of each therapeutic line’s media footprint combined with overall corporate footprint. Also includes qualitative insights, and an overview of key opinion leaders and influencers. |
Individual Therapeutic Lines/Business Units
| Deliverable | Description |
| Daily, expertly-curated news briefs | Granular monitoring of products, respective competitor products, and niche industry mentions across all mediums including social, niche, paywalled, broadcast, and others. Micro-level focus including all relevant metrics and statistics applied to each mention. |
| Daily public affairs reports | A group-wide report that covers major, relevant PA topics for everyone’s awareness, including current events, regulatory news, access to medicines, drug pricing, politics/policy, and return to work. |
| Monthly, expertly-curated media analysis reports | Granular, deep, analyst-curated qualitative and quantitative analysis of each line’s respective media footprint across multiple lenses, segmented by brand/product line within each therapeutic line, along with competitive analysis. |
| Ad-hoc event and crisis media monitoring and analysis | Client may at any time request analyst-curated news briefs, curated analysis reports, and manually curated near-real-time alerts on the topic of their choice. |
| SaaS platform access |
Access to: |
The Result
The organization now has much greater visibility into the prominence, sentiment, and quality of each media mention thanks to an approach that follows the Barcelona Principles of media measurement. That has in turn helped it better focus and target communications campaigns based on sentiment and other qualitative data.
Adding qualitative evaluation to existing quantitative metrics allowed AAA to reach its internal media outreach and organizational goals, such as getting coverage of its thought leadership initiatives and community outreach in key outlets, along with reaching its membership growth goal. The organization also now uses Fullintel’s sentiment data when creating new communications goals around improving coverage tone.
MIS scoring provided a qualitative measurement for each media mention, allowing the organization to go beyond surface numbers and glean deeper insights from its coverage. MIS scoring has also helped every division within the not-for-profit establish quality-driven benchmarks for comparison with other divisions (and for accurate comparisons against itself over time).
Thanks to Fullintel’s expert media curation, MIS scoring, and deep sentiment, the organization’s senior leadership also now has a much better (and more accurate) view of the performance of its communications team. The MIS score is easy for stakeholders to understand, allowing the communications team to spend more time analyzing coverage and less time explaining the score’s methodology and context to senior leadership.
“The day-to-day support from our dedicated Fullintel team is second to none. They’re literally always available, day or night, and work with us to quickly add features or tweak search strings whenever it’s required. ”
Let Fullintel be your managed services partner for media monitoring and reporting. Request a 30 minute, interactive demo to learn more.