How can we know what kind of impact the communications outputs we publish are having on our target audiences? Are they cutting through the noise to affect beliefs and behaviours?
In previous blogs, our sister agency AXON have identified an upward trend in the volume of publications presenting real world evidence (RWE) in healthcare journals. This trend was observed irrespective of the impact factor of the journal, which calls into question our industry’s reliance on impact factor when evaluating the reach and impact of published data. So how can we better understand which articles are effective?
The team at Madano have been working closely with AXON and their clients to try and find a more satisfactory answer to the question of impact. While we’re little a way off a definitive answer, we are now able to provide a much more nuanced and client-specific assessment of the value of a publication plan – at brand and therapy area level.
Our starting point was to take a step back and ask: what are our publications for? Addressing this more fundamental question soon had us and our clients thinking differently and we were able to build ‘theories of change’ for individual publication plans – i.e. a framework that articulates the changes in beliefs and behaviours we want our publications to trigger in our target audiences, and the outcomes that need to be measured to detect these changes.
Based on this framework, we are able to build a bespoke model of impact for each client. First, we identified all of the outcomes clients hope that publications could influence; for example, raising awareness of particular biomarkers or improving front-line practice. We then identified data sources that could act as proxies for these outcomes; for example, volume and nature of social media engagement using specific terminology, or seeing publications referenced in treatment guidelines.
To really assess the impact of an individual publication or publication plan as a whole, we needed to situate outcomes associated with our clients’ publications within the broader competitive landscape. To do this, our data science team have built web harvesting scripts to capture the specified outcomes for all publications within a given disease area – a total of around 14,000 across the last five years for psoriasis, for example. We then visualised this landscape as a topic map, highlighting high-frequency and high-impact topics, and comparing average impact scores for groups of publications to benchmark client performance.
The insights this approach generates provide huge value to publications teams and should be the foundation for designing a RW publication strategy. It can help you:
Identify gaps in the landscape that, if filled, would create the most impact;
Maximise a publication’s impact with key audiences by making informed decisions about author, journal and topic selection;
Measure relative performance against your competitors and identify the most effective types of article or outputs for your different audiences;
Deliver consistent reporting showing the overall value of each of your publications and their contribution to broader medical objectives.
This bespoke approach delivers a more nuanced answer to the question of publication impact. It generates insights that drive future strategy and tactical decisions to improve reach, engagement and impact. If you would like to hear more about how our approach can support your RWE publication efforts, please get in touch here.
Madano has won the Social Media Campaign of the Year Award at the PRCA Public Affairs Awards for its work on the Nuclear Industry Association’s ‘Rediscover Nuclear’ campaign.
The campaign reappraised the nuclearindustry in light of its ability to create long–termemployment, provide a low-carbonsource of energy to complement renewablesand deliver stable power from within the UK.
The PRCAdescribed the win as an “incredible achievement in a super tough field”.
To see the campaign in action, please visit the NIA website.
Expectations across the energy sector were high yesterday, as Prime Minister Boris Johnson’s gave his “winds of change” vision for the energy sector by committing the Government to the modest target of increasing offshore wind power capacity from 30 GW to 40 GW, by 2030. He breezily claimed that this source of low carbon energy could generate enough electricity to power all the UK’s homes within a decade.
Alongside this pledge, the Prime Minister promised £160m to upgrade ports and infrastructure for building turbines and boosting offshore wind capacity, which he claimed will create 2,000 jobs in construction and support 60,000 more. We will, according to the Prime Minister, see 1 GW of floating wind turbines hove into view by 2030, too.
The Prime Minister’s backing for offshore wind is not a major surprise in and of itself, given the Government’s focus on tackling climate change in much of its messaging. And given the scale of investment announced yesterday is modest by international standards, industry will be looking for much more in the Government’s 10-point “Build Back Greener” plan if the UK is to establish itself as the ‘Saudi Arabia’ of wind power and renewable energy more broadly.
The Prime Minister’s lofty assertion that offshore wind, alone, can solve a large part of the energy question should be taken with a large pinch of sea salt or viewed as a symptom of his broad brush, oratorical style. His claim that offshore wind could power all the UK’s homes by 2030 omitted to mention that homes account for only about a third of power use. The Government is well aware that wind is only one piece of the testing net zero puzzle and that other low carbon energy sources, such as solar and nuclear power, will need support to scale up and meet the needs of wider energy challenge.
While the Prime Minister’s press release did take the opportunity to breathe fresh life into the Government’s plans for renewables by indicating that the Government will set a 2021 target to “double the capacity of renewable energy in the next Contracts for Difference auction,” he provided little detail on its proposals for solar, hydrogen, carbon capture and storage, energy efficiency or nuclear power.
Still, we can be confident that this announcement is the first stage of the “Build Back Greener” plan for a green industrial revolution from the Government, with No 10 promising further, concrete details later this year to “accelerate our progress towards net zero emissions by 2050.” There are conflicting reports on the date that this plan will be published, with both late October and late November suggested.
The long-delayed Energy White Paper is also reportedly set to be published this month. The paper will outline the Government’s approach to delivering its net zero target and will hopefully clear the air on various issues, such as large-scale nuclear, and provide confidence to the renewables sector that has weathered COVID-19 admirably and produced record-breaking levels of low-carbon energy.
To our mind, what is most notable from this policy announcement is not its content but the fact that a commitment to offshore wind is the headline announcement of a Prime Minister at the Conservative Party Conference, during a time of public health and economic crisis.
Whatever the rationale behind this decision, it confirms that addressing climate change has much greater importance for this Government compared to recent predecessors.
After the downturn comes the recovery. At least that’s the theory of how things should pass.
Over the past few months, Government and industry have spoken out on the urgent need for a green recovery based on investment, jobs and growth in the UK’s burgeoning low-carbon sector.
The message has been delivered and Government has sought to get on the front foot by bringing leading industry players around the virtual roundtable in recent weeks to determine what the green recovery should look like and the support mechanisms that need to go into it.
The wider context of the green recovery extends further than a reflex response to the post-COVID-19 world as the Government has promised to level up Britain’s regions, increase productivity, deliver on the many Brexit promises and ultimately create a world-beating net zero economy by 2050.
But like the “57 varieties of Heinz” slogan, green recoveries come in various shapes and sizes.
A case of history repeating?
For seasoned observers, it feels like we’ve been here before, most notably in 2008-2010 when governments first saw the opportunities of renewable energy markets and provided bazooka-like fiscal stimuluses.
The Obama administration provided US$90 billion to promote clean energy through the American Recovery and Reinvestment Act of 2009. This led to a fundamental global restructuring of how renewable energy was financed and developed.
Create the conditions and investment for a market to develop and the ‘invisible hand’ will work its magic, or so the theory goes.
Ten or so years on, it could be argued that this approach has worked as many renewable forms of energy, such as offshore wind and solar, have become developed industries and are moving to a model where they no longer need government support (i.e. “zero-subsidy”).
However, some have argued that the UK fluffed its lines over a decade ago by not being ambitious enough. Nick Molho, Executive Director at the Aldersgate Group, was quoted recently in Business Green: “The UK did not seize the opportunity to transform its economy for the better when it responded to the 2008 Global Financial Crisis.”
With hindsight, it’s easy to conclude that Government failed to deliver a long-term plan for low-carbon technologies to transform the economy.
Now Government has bought into the idea that low-carbon infrastructure and growing industries, such as hydrogen, electric vehicles and retrofitting our building stock, can create jobs and provide a long-term low-carbon economy.
Pressure is also building from a cross-party selection of MPs who, just this week, urged Government to accelerate the transition to net zero to “get the UK on track”.
The idea of a “green industrial revolution” has gained further urgency given the sharpest economic contraction of modern times, as well as rapid global climate change.
As Michael Liebreich of Bloomberg NEF highlighted, we need to remove carbon from our economy at a rate three to seven per cent faster per year than we have been doing in order to meet our Paris commitments.
The post-COVID-19 world has brought a new reality. Months of lockdown have provided obvious benefits. Fewer planes, trains and cars mean cleaner air in our cities. Biodiversity has flourished in many places across the world as humans have retreated. A consensus is emerging for these positive changes to continue.
Importantly, investment continues to pour into renewables and most analysts expect this to carry on, despite the COVID19 pandemic. While the energy sector has been hit hard by COVID-19, the renewables sector is showing remarkable signs of resilience.
How do companies and organisations shape the green recovery?
With Government and MPs making weekly statements about the green recovery, and with public acceptance of renewable energy higher than ever, companies in the energy and environment space will never have a better opportunity to push forward the green agenda.
Government is listening, ministers are keen to deliver, MPs are engaged, and the electorate wants to see the creation of new jobs and industries
The awarding of new funding is being accelerated and made available to companies with new innovations and technologies that progress the low-carbon transition, such as sucking CO² out of the air.
Communications are central to this.
Companies will need to show commitment to the green recovery, showing that they understand the Government’s agenda with a clear strategy and vision, impactful messaging and narrative, and a roadmap on how they are going to deliver, as well as a clear recommendation or ‘ask’ of Government.
One clear lesson is to be bold. Companies can draw on the recent precedent of lockdown lobbying from Manchester United striker Marcus Rashford. His free school meals campaign, as my colleague Evan Byrne noted in his excellent blog, was successful because it delivered a simple but uncompromising ‘ask’ to Government.
Know who the key stakeholders are. The shifting sands of the post-COVID-19 world mean that the stakeholders that a company or organisation might have communicated with in the past might not be the same ones who are shaping the green recovery. Take some time to map the stakeholder landscape and find out who the influential stakeholders really are.
And don’t forget to engage the public on this journey. They are also important stakeholders. They influence the influencers.
More broadly, the green recovery isn’t just a reaction to the post-COVID-19 world, it’s an opportunity to commit your business or organisation to creating a better world – a net-zero world. The promise of new jobs is an exciting one.
Those companies that have committed to net zero, with tangible goals and attainable milestones, have been well received by media. Outlandish net-zero commitments will likely be met with scepticism and negativity, just as “greenwashing” has been called out and rejected in the past. The public will want to see proof of progress as well as sincerity.
There is surely no better time to cement the goal of net zero in the public consciousness than now as people demand greater action to protect the environment, with many inspired by the actions of Swedish teenager Greta Thunberg.
With COP26 taking place in Glasgow late next year, it is also an opportunity for companies and organisations to get a head start on their competitors, positioning themselves prominently in an increasingly crowded space. There’s a business imperative to being ahead of the game on net zero.
The signs are there that, this time, the green recovery will be a defining pillar of the UK and other countries’ post-industrial development. The scale of the economic and climate crisis dictates this.
But this will only happen if leading companies and organisations understand the new reality and seize the opportunities that it has provided them.
Madano advises clients in the energy and infrastructure sectors adapting to the impacts of COVID-19 and transitioning to lower carbon operating models. If you’re interested in learning more, please drop me a line directly at: [email protected]om. You can also follow Madano on Twitter.
Our focus in this edition of the Madano Mindset Series is on some of the communications considerations that will emerge as vast governmental life rafts of support are eased and organisations face up to the future COVID-19 reality.
Click the image below to download the full document.
In the UK, wind represents a success story on the path to Net-Zero and one of the greatest opportunities to reach this goal by 2050. Across Europe, wind energy now makes up 15% of the EU’s electricity. Recent months have seen a return for onshore wind being eligible to participate in CfD competitions. The growth of the floating wind market is now central to discussions as a viable alternative to conventional arrays.
However, the reach of COVID-19 will not escape the sector, with supply chains suffering lockdowns and impacts to manufacturing and plunges in forex rates beginning to hamper propositions in the coming months. Organisations will need to communicate their messages clearly, with authenticity and passion to be heard in this post-COVID recovery. Most companies supplying the UK with materials are from outside of the country and are mainly based in Europe and China. In 2019, €19bn was raised for the construction of new wind farms in Europe, 24% less than in 2018. Given the impact of COVID-19, we may have to revise our expectations in the coming years.
I believe though that the wind sector is in good shape despite the COVID-19 pandemic. Here’s why.
Further projects are being approved and three major schemes are awaiting Development Consent Orders with the Planning Inspectorate due to confirm decisions by early June of the Thanet Extension, Hornsea 3 and Norfolk Vanguard sites.
However, some stakeholders retain an entrenched position, including US President Donald Trump who maintains the view of a “monstrous” wind project destroying the view of “perhaps the greatest golf course anywhere in the world” (which happens to be his Trump International Links Course). The ensuing legal challenge has resulted in Mr Trump being ordered to pay £250,000 to the Scottish Government.
With new emerging technologies and licencing rounds, developers will need to continue engaging with communities and stakeholders to inform and educate residents around proposals in order to mobilise support and consent for projects. Developers can’t take stakeholder sentiment at a local and national level for granted – authentic and compelling engagements at key stage gates for projects help to bring stakeholders on the journey.
A golden opportunity for the UK
With the Crown Estate launching the next round of the wind leasing competition, we will likely see around 7GW of capacity awarded in new seabed rights. If fully exploited, this would nearly double offshore power output in the UK. This represents more than twice the amount of energy that will be generated by the upcoming Hinkley Point C nuclear plant – enough to power over 6 million homes. Wind is now starting to play an increasing role in each of our daily lives.
With each new project, developers will need to create a clear narrative and benefit case to justify the disruption to the communities around their proposed sites. One impactful way to do this is through virtual reality and rich media content. These methods can create vibrant learning environments that consultation and stakeholder engagement meetings have struggled to achieve.
Innovating to further increase wind’s role in our energy system
Floating wind turbines offer a great opportunity for the UK given its leadership in offshore wind. The UK also needs floating wind given its tough Net-Zero climate targets. Floating wind installations offer greater cost competitiveness than conventional offshore wind arrays with less anchoring or pilling required to stabilise the turbines. Floating wind turbines increase the opportunities for onshore development with greater assembly onshore. These assets’ more mobile nature enables them to be moved further out to sea, where winds are steadier and stronger.
A single deep-sea floating turbine can produce up to 25MW of power per year, nearly seven times that of a traditional offshore turbine. Locating these arrays further out to sea also means that delicate ecosystems close to shore and communities concerned with noise can be better protected. However, there are still constraints around wind speed in highly volatile locations.
Roughly half of the world’s population lives within 125 miles of a coastline, placing demand close to offshore wind production locations. In the UK, the furthest we can be is 70 miles from the coast making short length cable runs for electricity transmission very attractive.
However, as Bruno Geschier, Chairman of the WFO Floating Wind Committee said on a recent Floating Wind webinar, work is still to be done to convince key stakeholders that floating wind is viable.
Geschier laid emphasis on Government Relations, policymaking and ensuring that developers set the right conditions to enable offshore wind to succeed. Engaging with government early, building clear areas of common understanding and then bringing stakeholders along on the journey of a project is key. Clear communications are central to enabling floating wind to achieve its goals.
Therefore, while COVID-19 will prove to be an obstacle to smooth sector growth, the overall prospects for wind in the UK remain positive. Week on week we are seeing developers seeking to mobilise supply chains and plough investment into coastal communities to support major arrays. It will be critical to ensure that the engagement, messaging and public face of these projects ensures support rather than creates voids where opposition can delay and disrupt projects.
Madano advises clients in the energy and infrastructure sectors adapting to the impacts of COVID-19 and transitioning to lower carbon operating models – if you’re interested in learning more please drop me or the team a line. You can also follow Madano on Twitter.
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