{"id":54321,"date":"2023-02-28T15:05:46","date_gmt":"2023-02-28T14:05:46","guid":{"rendered":"https:\/\/pharma-trend.com\/en\/we-brands-in-motion-health-study-corporate-reputation-is-leading-factor-in-prescribing-decisions\/"},"modified":"2023-02-28T15:05:46","modified_gmt":"2023-02-28T14:05:46","slug":"we-brands-in-motion-health-study-corporate-reputation-is-leading-factor-in-prescribing-decisions","status":"publish","type":"post","link":"https:\/\/pharma-trend.com\/en\/we-brands-in-motion-health-study-corporate-reputation-is-leading-factor-in-prescribing-decisions\/","title":{"rendered":"WE Brands in Motion Health Study: Corporate Reputation Is Leading Factor in Prescribing Decisions"},"content":{"rendered":"
\n

\nGlobal Survey Finds Healthcare Professionals Rank Corporate Reputation the Leading Factor After Drug Efficacy and Safety\n<\/p>\n

<\/a><\/p>\n

NEW YORK & LONDON & SINGAPORE–(BUSINESS WIRE)–Today, WE Communications (WE) released its latest Brands in Motion global report, \u201cHealthy Reputation: More Than Medicine<\/a>.\u201d The data reveals that, outside a medication\u2019s functional characteristics, healthcare professionals ranked corporate reputation as the foremost influencing factor when it comes to making prescribing decisions.\n<\/p>\n

\nAcross the globe, healthcare professionals want the peace of mind that they are recommending treatments from companies they respect \u2014 and building that respect goes well beyond producing high-quality drug therapies. Two-thirds of those surveyed said they are reluctant to prescribe medications from companies with a less than stellar reputation.\n<\/p>\n

\n\u201cThe positive sentiment biotech and pharmaceutical brands earned during COVID-19 has waned; the industry is now at an important crossroads to maintain that confidence,\u201d said WE\u2019s EVP Health Innovation & Growth, Gemma Hudson. \u201cOur research indicates that healthcare professionals want pharma to go beyond medicine and address the entire healthcare experience, from education and support right through to tackling societal and environmental issues.\u201d\n<\/p>\n

\nThis year\u2019s study uncovers three main themes:\n<\/p>\n

\nPOSITIVE CORPORATE REPUTATION IMPACTS THE BOTTOM LINE<\/b>\n<\/p>\n

\nWE Brands in Motion global health study found that when treatments have similar profiles, the maker\u2019s overall corporate reputation is the No. 1 factor influencing healthcare professionals\u2019 decisions to prescribe or recommend a drug. On a scale of 1 to 10, with 10 being most important, corporate reputation ranked at nearly 8 by healthcare professionals. The second biggest influence is the company\u2019s reputation as a leader in a particular disease area.\n<\/p>\n

\nTo address these findings, biotech and pharma companies must prioritize development of corporate reputation programs that include thought leadership, medical education for healthcare professionals and advocacy for patients.\n<\/p>\n

\n\u201cFor years, healthcare communicators have asked to what degree corporate reputation informs prescribing decisions of healthcare professionals. Now we know. It is incredibly important,\u201d said President, WE Global Health, Stephanie Marchesi. \u201cIt impacts the bottom line.\u201d\n<\/p>\n

\nDELIVERING MORE THAN MEDICINE IS HEALTHCARE PROFESSIONALS\u2019 EXPECTATION<\/b>\n<\/p>\n

\nThe new data finds that healthcare professionals hold biotech and pharma brands to a particularly high standard, more than companies in other sectors, to go beyond their mission to provide medicines that treat and prevent diseases. In other words, they expect biotech and pharmaceutical companies to deliver \u201cmore than medicine.\u201d\n<\/p>\n

\nNine out of 10 healthcare professionals surveyed say biotech and pharmaceutical companies should support improving patient health outcomes in ways beyond high-quality drug therapies. Seventy-three percent believe these companies should add value to society beyond providing their goods and services; for instance, offering medical education and patient support, as well as driving sustainability initiatives.\n<\/p>\n

\n\u201cThe pressure on brands to deliver beyond their traditional remit has grown significantly in recent years \u2014 and no industry is feeling it more than healthcare,\u201d said Hudson. \u201cDeveloping new treatments will always be at the heart of the pharma industry, but creating great medicines is only the start. Health brands can and should contribute in ways that enhance the entire health ecosystem in which they operate and then also go beyond it, using their influence to tackle social and environmental challenges.\u201d\n<\/p>\n

\nHEALTHCARE PROFESSIONALS QUESTION IF PATIENT CENTRICITY IS REAL<\/b>\n<\/p>\n

\nPatient centricity is the top characteristic that healthcare professionals want brands to embody, with being innovative and progressive taking the second and third spots, respectively. However, only 45% of respondents believe that biotech and pharmaceutical companies are delivering this to a \u201cgreat\u201d or \u201clarge\u201d extent.\n<\/p>\n

\nWhen it comes to being patient-centric, healthcare professionals place offering patient support programs, improving understanding of complex health information, and demonstrating understanding of the lived patient experience \u2014 both physical and emotional \u2014 as the top three things they expect from industry.\n<\/p>\n

\n\u201cSome might say that these things are table stakes for any pharma or biotech company. But these companies need to ask themselves, and the healthcare professionals they work with, if their efforts to prioritize patients are sufficient or if they should be doing more,\u201d said Marchesi. \u201cIn the end what matters to healthcare professionals is proof that a company is doing the right things versus the promise they will do so.\u201d\n<\/p>\n

\nABOUT BRANDS IN MOTION<\/b>\n<\/p>\n

\nPartnering with Sapio Research, WE surveyed more than 1,000 healthcare professionals in Australia, China, Germany, India, the United Kingdom and the United States to understand their perspectives on the biotech and pharmaceutical industry.\n<\/p>\n

\n\u201cHealthy Reputation: More Than Medicine\u201d is part of WE Communications\u2019 Brands in Motion global research. Now in its seventh year, Brands in Motion has surveyed more than 100,000 consumers and business decision-makers about how perceptions shift over time.\n<\/p>\n

\nABOUT WE<\/b>\n<\/p>\n

\nWE is one of the largest independent communications and integrated marketing agencies in the world. We\u2019re all about people \u2014 both our clients and employees \u2014 and we believe in the power of communications to move audiences to positive action. Female-founded, female-led, and fiercely independent, WE has spent more than three decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior.\n<\/p>\n

\nOur global reach includes offices in 21 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,500 media and content strategists, creatives and data scientists across our technology, health, and consumer sectors. Our work with global brands like Microsoft, Intel, McDonald\u2019s, and Volvo has been recognized by Cannes Lions, PRovoke SABRE Awards and PRWeek Awards, just to name a few.\n<\/p>\n

Contacts<\/b> <\/p>\n

\nKara Kraft, WE, (503) 443-7143, karak@we-worldwide.com<\/a>\n<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Global Survey Finds Healthcare Professionals Rank Corporate Reputation the Leading Factor After Drug Efficacy and Safety NEW YORK & LONDON & SINGAPORE–(BUSINESS WIRE)–Today, WE Communications (WE) released its latest Brands in Motion global report, \u201cHealthy Reputation: More Than Medicine.\u201d The data reveals that, outside a medication\u2019s functional characteristics, healthcare professionals ranked corporate reputation as the … [Read more…]<\/a><\/span><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":{"0":"entry","1":"post","2":"publish","3":"author-business","4":"post-54321","6":"format-standard","7":"category-industry"},"yoast_head":"\nWE Brands in Motion Health Study: Corporate Reputation Is Leading Factor in Prescribing Decisions - Pharma Trend<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pharma-trend.com\/en\/we-brands-in-motion-health-study-corporate-reputation-is-leading-factor-in-prescribing-decisions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WE Brands in Motion Health Study: Corporate Reputation Is Leading Factor in Prescribing Decisions - Pharma Trend\" \/>\n<meta property=\"og:description\" content=\"Global Survey Finds Healthcare Professionals Rank Corporate Reputation the Leading Factor After Drug Efficacy and Safety NEW YORK & LONDON & SINGAPORE–(BUSINESS WIRE)–Today, WE Communications (WE) released its latest Brands in Motion global report, \u201cHealthy Reputation: More Than Medicine.\u201d The data reveals that, outside a medication\u2019s functional characteristics, healthcare professionals ranked corporate reputation as the ... 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