Pharma Public Affairs- Resources Required to Serve the US Market Report Summary

Maintaining a Competitive Edge in Pharmaceutical Public Affairs:

Benchmarking the Resources Required
to Serve the U.S. Market

REPORT SAMPLE

BEST PRACTICES,®
LLC

2

Table of Contents
Study Overview
Public Affairs: Structure and Reporting Relationships
Public Affairs: Staffing
Public Affairs: Investment
Public Affairs: Consolidated Staffing and Investment
Efficiency Ratios
Lessons Learned
About Best Practices, LLC

Copyright© Best Practices®, LLC ®
Public Affairs Benchmarking Study BESTPRACTICES, LLC

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Study Overview


4
Research Objective and Methodology
Best Practices, LLC conducted this benchmark study to examine staffing and resource investment
levels within Public Affairs departments. The study focused exclusively on pharmaceutical
companies U.S. based Public Affairs functions.

Study Objective
Study Objective Public Affairs Work Functions
Public Affairs Work Functions

To ensure organizational health and For the purposes of this benchmarking
For the purposes of this benchmarking
To ensure organizational health and
competitiveness, companies must
competitiveness, companies must exchange, Public Affairs includes six
exchange, Public Affairs includes six
continually identify optimal resource
continually identify optimal resource work functions:
work functions:
levels for their operations.
levels for their operations. Government Affairs (State and Federal
Government Affairs (State and Federal
This benchmark study was designed to Government Relations and Public
Government Relations and Public
This benchmark study was designed to Policy)
collect key staffing and investment
collect key staffing and investment Policy)
benchmarks for U.S. based
benchmarks for U.S. based Corporate Communications ––External
Corporate Communications External
pharmaceutical Public Affairs
pharmaceutical Public Affairs
functions. Corporate Communication ––Internal
Corporate Communication Internal
functions.
Product Communications
Product Communications
Data from this study will allow U.S.
Data from this study will allow U.S.
pharmaceutical companies to assess
pharmaceutical companies to assess Corporate Social Responsibility
Corporate Social Responsibility
the efficiency of their Public Affairs
the efficiency of their Public Affairs Alliance Management
Alliance Management
functions relative to their peers.
functions relative to their peers.


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Benchmark Class
Data for this study was collected utilizing an online survey instrument. Seventeen respondents from
15 organizations participated in this study. Best Practices, LLC’s research analysts consolidated
multiple responses from within the same organizations. Note: Not all organizations completed the
survey instrument for all of the designated Public Affairs work functions.

Bayer HealthCare Merck
Cephalon Novartis
Eli Lilly Pfizer
Genentech Sanofi-Aventis
Genzyme Corp Solvay
GlaxoSmithKline UCB
Hoffmann-La Roche Wyeth
MedImmune


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Benchmark Class Segmentation
In order to best represent the benchmark data collected, Best Practices, LLC will provide data views
for the “TBC (Total Benchmark Class)” and the “LPS (Large Pharma Segment)”. The criteria for
inclusion in the LPS is global sales revenues of greater than U.S.$ 15 billion. Client defined segments
(CDS) can also be produced - 5 or more companies must be selected - for customized segmentation
contact Best Practices, LLC.

TBC - Total Benchmark Class LPS - Large Pharma Segment
Bayer HealthCare Eli Lilly
Cephalon GlaxoSmithKline
Eli Lilly Hoffmann-La Roche
Genentech Merck
Genzyme Corp Novartis
GlaxoSmithKline Pfizer
Hoffmann-La Roche Sanofi-Aventis
MedImmune Wyeth
Merck
Novartis
Pfizer
Sanofi-Aventis
Solvay
UCB
Wyeth

n = 17 n=8


7
Participant Qualification

As with all benchmark data, the positions and titles of the study participants are as important as the
composition of the benchmark class. Some examples of study participants’ titles are:

Please provide the following contact information – Title?

COO, Corporate Affairs
Deputy Director, Public Policy & Government Affairs
Director, Corporate Public Affairs
Regulatory Director, Government Affairs
Senior Director, Government Affairs
Senior Vice President, Corporate Affairs & Communications
Senior Vice President, Corporate Communications
Vice President, Public Affairs
Vice President, Regulatory Policy & External Affairs


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Public Affairs: Structure
and Reporting
Relationships


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Public Affairs Head – Scope of Responsibility
Organizational composition of Public Affairs functions differs across study participants. The primary
work functions that report to Public Affairs leaders are: Corporate Communications, Corporate Social
Responsibility and Government Affairs.

In your organization, which of the following work functions report to your Public Affairs Head?

Total Benchmark Class
80% 80%
73% 73%
67%
60%

Gove rnm e nt Corporate Corporate Product Corporate Social Alliance
Affairs Com m unications Com m unications Com m unications Re s pons ibility M anage m e nt
(n=15) – Exte rnal – Inte rnal

Other:
• Government reimbursement
• Intl. Govt./Trade Relations
• Multi Media
• Pharmaceutical assistance programs
• Anti-counterfeiting, Corporate Brand, Community Relations


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Public Affairs: Staffing


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FTE Allocation – Corporate Social Responsibility
Corporate Social Responsibility: Management and communication of the organizations social
responsibility initiatives. An FTE of 1.0 means that the person is equivalent to a full-time worker.
Note: A person who works half-time is counted as 0.5 FTE. Include contractors. Exclude indirect or
outsourced employees.

Corporate Social Responsibility: What is the total number of FTEs allocated to Public Affairs work
functions?

Corporate Social
LPS - Large Pharma Segment TBC - Total Benchmark Class
Responsibility FTE Data

75th Percentile (FTE) 5.0 5.0

Mean (FTE) 4.9 4.4

Median (FTE) 3.3 3.5

25th Percentile (FTE) 2.8 3.0

n= 8 13


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Public Affairs: Investment


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Investment Allocation – Corporate Social
Responsibility
Corporate Social Responsibility: Management and communication of the organizations social
responsibility initiatives. Budget is defined as: Total amount spent for internal labor (salaries and
benefits), outsourced labor (contractors and indirect employees), non-labor, systems (excluding one-
time large capital costs), corporate allocations (e.g., overhead, depreciation, supplies, real estate),
and all other costs. Please exclude Political Action Group contributions from the budget figure.

Corporate Social Responsibility: Please indicate your budget allocations for Public Affairs work
functions for the last fiscal year.

Corporate Social
Responsibility Spend ($US) LPS - Large Pharma Segment TBC - Total Benchmark Class
Data

75th Percentile (U.S.
Dollars)
$3,440,250 $3,440,250

Mean (U.S. Dollars) $2,848,406 $2,848,406

Median (U.S. Dollars) $2,728,000 $2,728,000

25th Percentile (U.S.
Dollars)
$2,158,188 $2,158,188

n= 8 8


14

Public Affairs:
Consolidated Staffing and
Investment Efficiency
Ratios


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Efficiency Ratios – Corporate Social Responsibility
Budget per Budget as a Budget per
FTE per U.S Percent of
Budget Per FTE-Adjusted Percent of Budget per U.S. FTE per U.S
Blockbuster Budget
FTE for Total U.S. Brand Blockbuster Brand
Brand Outsourced
Outsourcing Revenue Brand
LPS - Large Pharma Segment

75th Percentile
$1,275,000 $1,275,000 0.031% $270,313 $804,667 0.3 1.2 14%

Mean
$808,388 $790,079 0.027% $179,119 $699,492 0.3 1.0 11%

Median
$637,905 $609,661 0.025% $185,391 $760,875 0.2 0.9 7%

25th Percentile
$330,357 $296,845 0.016% $102,500 $431,638 0.1 0.6 7%

n=
8 8 8 8 8 8 8 3

TBC - Total Benchmark Class

75th Percentile
$1,275,000 $1,200,000 0.031% $270,313 $804,667 0.4 1.6 14%

Mean
$808,388 $674,515 0.027% $179,119 $699,492 0.3 1.2 11%

Median
$637,905 $457,143 0.025% $185,391 $760,875 0.3 1.0 7%

25th Percentile
$330,357 $293,031 0.016% $102,500 $431,638 0.2 0.7 7%

n=
8 8 8 8 8 13 11 3

The efficiency ratios provided above should be interpreted as broad based directional indicators that are reflective of the industry as a whole.
Since no Corporate Social Responsibility “effectiveness” measures were collected in this study it is important to organizations to interpret
these benchmarks relative to the performance of their Corporate Social Responsibility function. Resource and investment levels should
correspond to performance.

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Best Practices, LLC is a research and consulting firm that conducts work
based on the simple yet profound principle that organizations can chart a
course to superior economic performance by studying the best business
practices, operating tactics and winning strategies of world-class
companies.

Best Practices, LLC
6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517
(919) 403-0251
bestpractices@best-in-class.com
www3.best-in-class.com


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