WE Brands in Motion Health Study: Corporate Reputation Is Leading Factor in Prescribing Decisions

A report by WE Communications titled "Healthy Reputation: More Than Medicine" has revealed that, outside a medication’s functional characteristics, healthcare professionals ranked corporate reputation as the foremost influencing factor when it comes to making prescribing decisions.

The report found that when treatments have similar profiles, the maker’s overall corporate reputation is the No. 1 factor influencing healthcare professionals’ decisions to prescribe or recommend a drug.

Furthermore, nine out of 10 healthcare professionals surveyed say biotech and pharmaceutical companies should support improving patient health outcomes in ways beyond high-quality drug therapies, and 73% believe these companies should add value to society beyond providing their goods and services.

The report suggests that pharmaceutical and biotech companies need to prioritize development of corporate reputation programs that include thought leadership, medical education for healthcare professionals, and advocacy for patients.

WE Communications Brands in Motion global report can be found here: “Healthy Reputation: More Than Medicine.”