Madano Analysis – Budget 2021 and Build Back Better, the plan for growth

Madano Analysis – Budget 2021 and Build Back Better, the plan for growth

Alongside a Budget that focused heavily on the immediate actions required to return to growth and respond to the economic impacts of Covid-19, the Government published Build Back Better, its plan for growth, a new economic strategy for the post-Brexit, post-pandemic world with technology, net zero and innovation at its heart.  

Autumn’s Comprehensive Spending Review will still be significant in putting this to work longer term, but Build Back Better makes clear that today’s Budget, and recent announcements such as the £800m ARIA and the Green Industrial Revolution, are part of a bigger picture for the Government. Its three pillars are infrastructure, skills and innovation. New strategies expected over the next year, such as a Hydrogen Strategy, Innovation Strategy, a Transport Decarbonisation Strategy, and Digital Strategy, will all connect back to Build Back Better. 

It aims to build a connecting economic narrative for the future of the UK, with leadership in science and innovation, and the transition to net zero, all creating transformative changes in productivity and quality of life in regions across the country.  

Our highlights included: 

  • The new Future Fund: Breakthrough, a £375m public-private fund to invest in promising, R&D-intensive companies ready to scale up with equity rounds of over £20m, showing Government’s seriousness about a greater appetite for risk and supporting companies directly. 
  • The launch of the new National Infrastructure Bank, expected to deliver £12bn in public and sector project investment from Spring onwards and drive forward new net zero projects. 
  • Freeports, eight new economic zones spread across nearly every region, with special regulatory, development and taxation rules to incentivise high-tech investment. 
  • Several commitments on green finance, including a change to the Bank of England’s remit to include environmental sustainability, and new green savings products and bonds. 

Levelling up remains a key focus. Alongside freeports, the location of the new National Infrastructure Bank in Leeds and the Treasury’s new Darlington hub make that abundantly clear. 

Undoubtedly, the focus today will be on measures taken by the Chancellor to safeguard the economy as the UK travels on the roadmap towards the end of COVID-19 restrictions. But today’s Build Back Better plan demonstrates that when the Conservatives go to the electorate at the end of this Parliament, they will be expecting to do so having established a more productive economy that leads in innovative industries, and is making strides towards a lower carbon energy system.

Michael Evans included in PR Week’s Power Book 2021

Michael Evans included in PR Week’s Power Book 2021

For the fifth consecutive year, our managing partner, Michael Evans, has been included in PRWeek’s Power Book, a guide to the “brightest and most influential” communications professionals in the UK. 

You can read Michael’s entry – and his views on the BBC, KFC and a certain section of hallowed West Country turf – in his Q&A here. 

For a more in-depth look at Madano’s first 15 years, check out Michael’s interview with Cision from 2019. 

Ceres Power entrusts Madano with integrated communications brief

Ceres Power entrusts Madano with integrated communications brief

Strategic communications and insights consultancy Madano today announced that it has been chosen by Ceres Power for an integrated communications brief, advising the fuel cell technology firm on external communications, public affairs, digital and social media.

Ceres Power is an innovative fuel cell and engineering company based in Horsham, U.K., aiming to bring cleaner and cheaper energy to businesses, homes and vehicles. Last year, the company announced partnerships with Doosan, Bosch and AVL which will significantly scale-up the deployment of its solid oxide fuel cell technology in key markets around the world.

Madano will be working with Ceres Power to improve awareness among key stakeholders in the media, government and beyond of the company’s recent impressive progress and the contribution it can make towards achieving net-zero goals.

Michael Evans, Managing Partner, Madano, commented: “This is the latest in a series of exciting integrated comms briefs landed by our energy and environment practice, reflecting Madano’s desire to support companies who are shaping the future. Ceres Power is a groundbreaking energy technology company whose purpose dovetails with one of the consultancy’s main objectives – to sustain a clean, green planet by ensuring there is clean energy available throughout the world.”

Phil Caldwell, CEO, Ceres Power, added: “The growth opportunities for our business in 2021 are clear. Many countries have placed decarbonisation at the centre of their plans for economic recovery after COVID-19, and we’ve seen significant investment in hydrogen and industrial decarbonisation announced in Germany, South Korea, Japan and the UK, to name a few. Our partnership with Madano will help us to raise awareness among key audiences of the role our SteelCell® technology can play in driving decarbonisation forward globally.”

About Madano

Madano is committed to building a better world through intelligent and creative communications. We work with clients who are seeking to solve some of the world’s major challenges through science, technology and engineering, helping them tell their story, make the right connections, change attitudes and influence behaviours. Established in 2004, Madano is an AVENIR GLOBAL company.

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*Story first published on PR Week.

Only half the battle: how communication will be key to ensuring COVID-19 vaccine uptake

Only half the battle: how communication will be key to ensuring COVID-19 vaccine uptake

On 2nd December, the UK became the first country in the world to approve the Pfizer/BioNTech COVID-19 vaccinefollowing review by the MHRA 

This announcement comes a ground-breaking seven months after the start of clinical trials and marks a major breakthrough, but it’s clear that the COVID-19 pandemic is far from over. Recent criticism that the approval was “hasty” and the spread of misinformation about vaccines on social media has already resulted in vaccination hesitancy.  

Providing regular, clear and transparent communications about the new vaccine will be critical to increase public confidence and encourage vaccination uptake.  

Globally vaccine mistrust is growing 

Vaccination is the most effective public health intervention available, ranking second only to clean water for disease prevention. Yet in 2019, the World Health Organisation listed vaccination hesitancy as one of the top ten threats to global health; at the time they couldn’t have imagined how soon the potential impact of that threat would be realised 

recent study from UCL found that a fifth of people in the UK said they would be unlikely to get a vaccine for COVID-19. Worryingly, vaccination hesitancy appeared to be higher for the COVID19 vaccine than the flu vaccine, particularly in older adults. These findings clearly highlight the effect of the ongoing spread of misinformation around COVID-19 and the vaccines.  

This growing infodemic, a term used to describe the flood of information on the COVID-19 pandemic,  has made it difficult for people to make informed decisions about their health. It’s therefore crucial that communications around COVID-19 vaccines be clear, honest and openly address the public’s concerns.  

Compassion and clear communication will be key to increasing public confidence 

The unprecedented speed of the development of COVID-19 vaccines has led many to, perhaps fairly, question whether they have been rushed. These are legitimate concerns and they need to be treated with respect and compassion to avoid alienating a large group of people and risk them turning to non-trustworthy sources of information 

Professor Heidi Larson, Director of the Vaccine Confidence Projecthas emphasised thimportance of trying to understand these concerns and encourages open and balanced dialogue about both risks and benefits.  

Not only are the types of messages important, but the way they are communicated to the public must be considered. The public will inevitably be exposed to rumours and false information, and this must be countered by developing trusted spaces, via social and mainstream media, to share accurate information in an accessible way for the public.  

It is exciting to see that healthcare professionals are already starting to adapt, with live Q&As on social media becoming increasingly popular. Doctors are even starting to use TikTok to bust myths about vaccines 

These strategies, along with other innovative methods to share transparent and compassionate messages, will play critical role in countering the spread of vaccine hesitancy and ultimately ensuring we return to something close to normality in the future.  

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Why publish real world evidence? Maximising the reach and impact of journal articles

Why publish real world evidence? Maximising the reach and impact of journal articles

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.

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