Pharma Trend is the survey of innovation and sustainability in pharmaceutical companies. The survey has been carried out in the category Rx by doctors in Germany annually since the year 2000 and since 2018 in the categories OTC (Pharmacist and Patients), Orphan Medicines (Clinicians) and Startups. With the expansion of the Pharma Trend, pharmaceutical companies are being evaluated about their most important stakeholders (doctors, pharmacists and patients) on innovation and sustainability.
For the survey, 100 doctors/pharmacists per specialist group resp. 600 patients are invited and were asked by Pharma Trend for their opinions. It appears that this sampling method is sufficient, as the results begin to stabilize as of around 80 respondents. The Pharma Trend is a quantitative survey that is specific to each discipline (Rx) or indication-specific (OTC, Orphan Drugs) and has been carried out exclusively online.
The survey is representative; the representativeness of the panel survey is examined by the renowned international market research firm Harris Interactive, which has been commissioned to carry out the study for many years.
The standardised questionnaire is protected; there is no influence by purchasers of the report volume.
The secured questionnaire is standardized to allow comparison of the survey results between years and between participating countries.
The survey is independent; the implementation requires the ordering by several pharmaceutical companies. Client of the market research Pharma Trend is the Eurecon Verlag.
The question about the winners of the awards “The Golden Tablet” and “The Most Innovative Product” is an open-ended question without any specifications from companies or products.
The placement in the ranking “Best Pharmaceutical Company” is linked to the order of the report Pharma Trend Standard. The decision on the Pharma Trend survey is made after the market research for the respective specialist group has been ordered and is limited to 10 specialist groups per year across all categories. The number of requests for each discipline decides how the research will be undertaken.
The study is financed by ordering the report volumes through several pharmaceutical companies as well as by commissioning communication services and acquiring the rights to use the awards “The Golden Tablet”, “The Most Innovative Product” and “Pharma Trend Germany – Best Pharmaceutical Companies”.
Eurecon Verlag reserves the right to decide on the communication of the awards and the ranking. The advertising use of the Awards and the protected trademarks requires the consent of Eurecon Verlag.
Pharma Trend Germany
The Pharma Trend Rx can be applied in Germany to all specialists without benchmarking (basic) or to specific fields of study with benchmarking (standard). The collection of discipline-specific sections of the report also contains the overall results across all fields.
The basic edition of Pharma Trend includes general information about the winner of “The Golden Tablet” award and “most innovative product”, with the reasons the titles were awarded, as well as ratings of company image and field work, some of which including year-on-year comparisons, and the “Pharma Trend® Best Pharmaceutical Companies” ranking. The standard edition of Pharma Trend Germany presents the data specific to fields of study as well as the benchmarked data.
The survey takes place in Germany if at least 5 pharmaceutical companies commission the Pharma Trend. The number of orders for a specialist group resp. Indication determines their collection.
Specialist groups in Pharma Trend
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 focuses on the disciplines that provide treatment and prevention of the most common symptoms of illness: heart/circulatory problems, diabetes, central nervous system issues, oncology, and infection.
Pharma Trend OTC
The PharmaTrend in the category OTC survey identifies in OTC the most innovative products in a medical indication and determines the winner of the award „Most Innovative Product”. By ordering the PharmaTrend OTC for an indication of the target group pharmacists, the respective pharmaceutical company is placed 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.
In addition, the award “The Golden Tablet®” in the category OTC will be presented. Target group for the survey are pharmacists and patients.
Pharma Trend Orphan Drugs
By collecting the Pharma Trend in the category Orphan Drugs, the most innovative products of an indication in the category of rare diseases are identified and awarded with the “most innovative product®” award. By ordering the Pharma Trend Orphan Drugs for an indication, the respective pharmaceutical company is placed 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.
In addition, the award “The Golden Tablet®” in the category Orphan Drug will be presented. Target group for the survey are clinicians.
Pharma Trend Startups
In 2018, companies from the biotech and medical device industries, as well as manufacturers of herbal medicinal products and digital health applications, as well as established pharmaceutical companies with products in the approval process (EMA, positive CHMP recommendation) could apply in the startups category.
The six-member, independent jury with representatives from the healthcare sector identifies the three winners. The members of the jury have many years of experience in developing start-ups in biotechnology, M & A and management of biotechnology companies as well as in medicine, marketing, distribution and marketing of pharmaceuticals.
The jury includes:
- Prof. Dr. Patrick Baeuerle, Managing Director MPM Capital
- Dr. V. Conin-Ohnsorge, CEO Isochem & Datenverarbeitung GmbH
- Marijo Jurasovic, CEO Medical Media Information GmbH
- Dr. Hans A. Küpper, Consultant Biotechnology Expert
- Prof. Dr. Kai Lucks, Chairman Federal Association of Mergers & Acquisitions
- PD Dr. habil. B. Richartz, Cardiology Center Munich Bogenhausen
Pharma Trend Europe Big 5
In 2003, the first Pharma Trend survey was carried out in France, Germany, Italy, Spain and the UK (the Big 5). The 3rd European survey is planned for 2018. The basis for the survey is the Pharma Trend questionnaire, which has been conducted in Germany under secure conditions for many years. The survey is carried out in specialty areas that pharmaceutical companies consider to be the most important. 100 doctors are surveyed per discipline and per country. Requirement for the implementation of the European study are at least three orders for a specialist group.
Pharma Trend Europe Big 5 contains country-specific analysis, with both general data and discipline-specific benchmarked data. When ordering Pharma Trend, the pharmaceutical company is included in the benchmark for its specialty.
Pharma Trend Europe Big 5 will decide the winners of the discipline-specific awards, “The Golden Tablet” and “Most Innovative Product”. In order to display these accolades, winners are entitled to country-specific emblems which indicate the relevant discipline. Additionally, a “Pharma Trend Most reputable Pharma Companies” ranking will be created for each individual country.
The Pharma Trend Europe Big 5 survey is planned for the categories OTC, Orphan Drugs, patients and startups and in the category Rx for the following specialists:
- General Practitioners (GPs)
- neurologists & psychiatrists