Innovative Medicines Canada (IMC) is the national voice of Canada’s innovative pharmaceutical industry. As an organization, they sought to understand how the innovative pharmaceutical industry is perceived by key decision-makers and informed Canadians, especially within the context of the COVID-19 pandemic. They were looking to conduct this research within a very short time period to present results to their board and determine the next steps.

We embarked on a research project over a six-week period, engaging in both qualitative and quantitative research for the organization. 

In the qualitative research project, we conducted 27 anonymous in-depth interviews (IDIs) with some of the IMC’s stakeholders in the pharmaceutical industry, government and within civil society.

The results were collated and coded for key findings and themes. In the quantitative portion of the project, we conducted a broad survey of over 1,500 Canadians’ perceptions of the innovative pharmaceutical industry. 

Our report included concrete recommendations and actions IMC could take to further engage their stakeholders and the Canadian public in their ongoing work to represent Canada’s pharmaceutical industry.