Pharma Trend

Pharma Trend LogoPharma Trend is the survey of innovation and sustainability in pharmaceutical companies. The survey has been carried out annually in the category Rx by doctors in Germany since the year 2000 and in the categories OTC (pharmacist and patients), Orphan Drugs (clinicians) and Startups since 2018 and additionally in the category Specialty Care (clinicians) since 2019. With the expansion of the Pharma Trend, pharmaceutical companies are being evaluated on innovation and sustainability by their most important stakeholders (doctors, pharmacists and patients).


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The quantitative Pharma Trend survey asks the opinions of 100 doctors/pharmacists per specialist group and 600 patients in OTC. This sample size has proved sufficient, as the results begin to stabilize after about 80 respondents. The Pharma Trend is specific to each discipline and indication and has been conducted fully online since 2014.

The representativeness of the panel survey is monitored by the renowned international market research firm Harris Interactive, which has been commissioned to conduct the study for many years.

The standardized questionnaire is protected from any influence by users of the survey report.

The questionnaire is standardized to allow a comparison of the survey results across years and countries.

The survey is independent as it is implemented only if ordered by several pharmaceutical companies. The Pharma Trend survey is commissioned by the Eurecon publishers.

Suggestions for the awards “The Golden Tablet” and “The Most Innovative Product” are elicited through an open-ended question.

The study is financed from orders for the survey report and for communication services as well as from the sale of the right to use the awards “The Golden Tablet” and “Most Innovative Product” and “Pharma Trend Germany Best Pharmaceutical Companies” and “Pharma Trend Europe Most Reputable Pharma Companies”.

Eurecon publishers retain the right to decide on the communication and commercial use of the awards, the ranking and the associated trademarks.

Pharma Trend Rx

Since the beginning of the Pharma Trend Germany survey in 2000, doctors in 14 disciplines have been surveyed: general practitioners & internists, dermatologists, diabetologists, gastroenterologists, gynecologists, otolaryngologists, cardiologists, neurologists & psychiatrists, oncologists, ophthalmologists, orthopedists / rheumatologists (OR), pediatricians, pneumologists and urologists. Pharma Trend thus focuses on the disciplines that relate to the most common illnesses: heart/circulatory problems, diabetes, central nervous system issues, oncology, and infection. The specialist groups prepared for the Pharma Trend Rx in Germany corresponds to those of the Pharma Trend Europe Big5. The survey takes place in Germany if at least 5 pharmaceutical companies ordered the Pharma Trend Standard.

Pharma Trend OTC

In the OTC category, the Pharma Trend survey identifies the most innovative products with respect to a medical indication and determines the winner of the award „Most Innovative Product”. By ordering the Pharma Trend Standard OTC for an indication, a pharmaceutical company is listed in the benchmark for the ranking “Pharma Trend® Germany Best Pharmaceutical Companies” and participates in the determination of the most innovative product of an indication.

Furthermore, the award “The Golden Tablet®” in the category OTC will be presented. The survey primarily addresses pharmacists and patients.

Pharma Trend Orphan Drugs / Specialty Care

In the category Orphan Drugs / Specialty Care, the Pharma Trend survey identifies the most innovative products for an indication in the category of rare diseases / Specialty Care and grants the “Most Innovative Product®” award. By ordering the Pharma Trend Standard Orphan Drugs / Specialty Care for an indication, a pharmaceutical company is listed in the benchmark for the ranking “Pharma Trend® Germany Best Pharmaceutical Companies” and participates in the determination of the most innovative product of an indication.

The Orphan Drug / Specialty Care category also has a dedicated “The Golden Tablet®” award. The survey mainly addresses clinicians.

Pharma Trend Startups

The startups category is open to applications from biotech and medical technology companies, manufacturers of digital health applications, and established pharmaceutical companies with products in the approval process (EMA, positive CHMP recommendation). The number of applications is limited to 25. The award wins are endowed with communication services worth around € 20,000 (1st place) and € 10,000 (places 2 + 3).

An independent jury of ten representatives from the healthcare sector selects the three winners. This jury members have extensive experience in biotech, medical technology, M&A and management, as well as in medicine and marketing of pharmaceuticals.

The jury comprised in 2020:

  • Prof. Dr. Patrick Baeuerle, Managing Director MPM Capital
  • Prof. Dr. Clemens Bulitta, Ostbayerische Technische Hochschule Amberg-Weiden
  • Marijo Jurasovic, CEO Medizinische Medien Informations GmbH
  • Dr. Hans A. Küpper, Consultant Biotechnology Expert
  • Prof. Dr.-Ing. Kai Lucks, Chairman Bundesverband Mergers & Acquisitions
  • PD Dr. med. Marlies Michl, Medical Clinic and Policlinic III
    University Hospital of Munich – Großhadern
  • Dr. Torsten Neuefeind, CEO Proteros Biostructures GmbH
  • PD Dr. med. Dr. med. habil. B. Richartz, Cardiology Center Munich Bogenhausen

The selection of the winners takes into account factors such as degree of innovation, sustainability and benefit for the therapy.

Pharma Trend Europe Big5

In 2003, the first Pharma Trend Europe survey was carried out in France, Germany, Italy, Spain and the UK (the Big 5). The survey is based on the Pharma Trend questionnaire, which has been applied in Germany for many years. 100 doctors are surveyed per discipline and per country. The European study is carried out if at least three orders are received.

Pharma Trend Europe Big 5 determines the winners of the awards, “The Golden Tablet” and “Most Innovative Product”. The winners are entitled to use in their communication country-specific labels which indicate the relevant discipline. Additionally, a “Pharma Trend Most Reputable Pharma Companies” ranking is created for each country.

The Pharma Trend Europe Big 5 survey is prepared for the categories OTC, Orphan Drugs / Specialty Care and in the category Rx for the following specialists:

  • allergists
  • dermatologists
  • diabetologists
  • General Practitioners (GPs)
  • gastroenterologists
  • gynecologists
  • cardiologists
  • neurologists
  • oncologists / hematologists
  • pain therapists
  • pediatricians
  • pneumologists
  • psychiatrists
  • urologists

Award Ceremony Pharma Trend Image & Innovation Award

In 2021, at the 22nd Pharma Trend Image & Innovation Award, the winners of the awards “The Golden Tablet” and “The Most Innovative Product” will be announced with the ranking “Pharma Trend Germany’s Best Pharmaceutical Companies” on September 14, 2021 on

The deadline for participation in the 22nd Pharma Trend Germany resp. Pharma Trend Europe Big5 ends on May 23, 2021 resp. July 30, 2021. The deadline for applications in the category startups is June 30, 2021.