In 2010, APCO Worldwide created a groundbreaking research-based management tool called Return on Reputation Indicator that takes a 360-degree view of reputation. The ROR Indicator uncovers key issues and expectations that define an industry or company's reputation, the key strengths and opportunities for enhancing reputation, and how reputation can shape the operating environment and drive business outcomes. The Return on Reputation Indicator study for the U.S. pharmaceutical industry is based on a national, quantitative survey among 1,550 respondents, offering a holistic view of reputation across stakeholders including health care opinion leaders, health care providers and policy leaders.