The Innocent
Bayer • SPH
A brand's positioning is best reflected in the topics it chooses as well as the tone and wording it adopts. The gold standard is to create a distinctive content profile that stands out from the competition - one that establishes defining brand peaks that go beyond standard industry topics.
Pharma brands most frequently embody the Creator and Sage archetypes, reflecting their focus on health and science. Keep an eye on Bristol Myers Squibb as it leans into Explorer, while Astellas embraces Magician.
Choose max. 4 brands to compare:
The Regular Brand
AbbVie
Amgen
Astellas
AstraZeneca
Bayer
Biogen
Bristol Myers Squibb
CSL
Gilead
GSK
Guangzhou
Johnson & Johnson
Lilly
Merck & Co
Merck KGaA
Novartis
Novo Nordisk
Pfizer
Roche
Sanofi
Sinopharm
SPH
Takeda
Teva
Creator, Sage, Caregiver, and Explorer are the top four archetypes. The Regular Guy archetype appears with below-average frequency.
With the world's biggest pharma brands strongly focused on pharmaceutical development and innovation, the most common words focus on research and innovation.
8% of the analyzed brands were excluded from the analysis due to the lack of an English website.
_pipeline
_health
_science
_innovation
_sustainability
_access
_patients
_environment
_diversity
_healthcare
_people
_pharma
_trials
_clinical
_ corporate
_growth
_t-cell
_infection
_conduct
_development