The reputation of a pharmaceutical company has a major influence on whether doctors prescribe its drugs. This is a result of the study “The Power of Reputation” by WE Communications.
81 percent of the doctors surveyed in the study “The power of reputation – how it influences prescribing behavior” from the communications agency WE Communications, that the reputation of a company influences their opinion of a drug. In addition, leadership in an indication area is also an important factor. A large majority of respondents stated that the two factors strongly or even very strongly influenced their prescribing behavior. This applies in cases where therapies are comparable in terms of safety, effectiveness and price, according to the agency. The biggest drivers of corporate reputation are – in this order – reliability and credibility, trust, transparency and communication, and innovation.
“Companies that invest in building their cross-brand, indication-specific reputation can convince beyond specific drugs,” concludes Bianca Eichner, Managing Director of WE Communications. “If they create a holistic picture of their commitment to an indication area, this can be the deciding factor for a prescription.”
According to the client, 500 doctors from six countries took part in the study, including 90 from Germany. It is a sub-study of the global WE study Brands in Motion.
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