A new study from Reservoir Communications Group reveals that U.S. biopharmaceutical investment plays an important role in driving industry reputation and informing views on policy and innovation among today’s health care audiences.

Why it matters:
U.S. biopharma companies are ramping up domestic manufacturing investments – but awareness is low. The data shows that how these investments are communicated can significantly shape reputation and policy support.

What we did:
Reservoir used PRISM, our audience intelligence platform, to measure how awareness of U.S. manufacturing investment impacts perceptions across increasingly fragmented audiences.

The big picture:
Clear, targeted messaging about the scale and impact of industry investment improves reputation, strengthens belief in U.S. leadership and influences policy views.

Key findings:

• Investment messaging works. Emphasizing U.S. biopharma investment increased industry favorability by 27-percentage points and belief in the importance of U.S. leadership by 24-percentage points.
• Policy support rises. Highlighting investment boosts support for pro-innovation policies – with variation between audiences that reveals key opportunities for targeted engagement.
• Awareness gap = opportunity. Only 35% of respondents are aware of recent U.S. investments, leaving room to raise visibility and strengthen industry perceptions.

Bottom line:
Communicating domestic investment isn’t just informative – it’s persuasive. Done right, it can improve perception, reinforce leadership and shape policy outcomes.

Go deeper:

• PRISM identifies 16 audience segments, each with distinct values and beliefs.
• There’s no one-size-fits-all message – impact comes from tailoring to each segment.
• Our full report outlines six priority audiences and the messages that move them most.

Get in touch to learn more about how PRISM can inform your strategy: prism@reservoircg.com.