Words by Jade Williams
New research has highlighted that healthcare professionals consider a company’s leadership in a specific disease area and its overall corporate reputation as the most important factors influencing prescribing decisions when medicines are similar in efficacy.
This research, released by WE Communications in its latest ‘Brands in Motion’ global study, offers key insights for pharmaceutical and biotech companies on the lookout for ways to improve their prescribing potential.
Key questions from the study found that 59% of HCPs think disease-specific leadership significantly impacts their prescribing decisions, while 58% rank overall corporate reputation as highly influential.
Speaking in a press release, Stephanie Marchesi, President, WE Global Health, emphasised that “it’s now clear that reputation—whether disease-specific or corporate-wide—is a critical driver of business outcomes”.
The study additionally found that 81% of HCPs report corporate reputation to affect their perception of the value of medicines. Among the four major drivers of corporate reputation, reliability and credibility ranks highest, followed by trust, transparency and communication, then innovation.
For industry, these findings point to the importance of investing in disease-specific leadership to enhance both product and corporate perception.
Marchesi additionally noted that “companies that focus on their above-brand reputation in a therapeutic area can differentiate themselves and create a stronger narrative that supports not just their individual treatments but their overall commitment to advancing healthcare”.
The study also highlights areas where pharmaceutical and biotech companies can further improve their reputations, with enhanced communication around innovation and greater patient access to medicines noted as key drivers.
