CMI Media Group: Analyzes US HCP Perceptions of Pharma Messaging
The reports shows HCPs value trust, patient-centric approaches, and clear pharmaceutical communication strategies.
CMI Media Group has released its latest report, “Analyzing HCP Perceptions of Pharmaceutical Manufacturers, Messaging” This study, focused on the US, looks at healthcare professionals’ (HCPs) views on pharmaceutical companies and their communication strategies. The report reveals how these factors influence prescribing decisions by examining trust, patient-centric approaches, and corporate brand marketing.
We run through the key findings, or you can request the full report here:
- Overall Perceptions:
- 61% of HCPs have a somewhat or very favorable view of pharmaceutical companies.
- 87% view pharmaceutical companies as positively as or more positively than other large companies.
- Half of the respondents have a specific pharmaceutical company they consider “most trusted.”
- Past experiences with a company significantly influence HCPs’ prescribing decisions (86%).
- Trust and Connection:
- HCPs value trust and patient-centric approaches.
- Affordable pricing, clinical efficacy, and prioritizing patients are the top attributes that HCPs look for in pharmaceutical companies.
- Corporate Brand Marketing:
- There is a mixed perception of corporate brand marketing among HCPs.
- Some HCPs appreciate corporate branding for its educational value, while others find it too broad or confusing.
- A significant number of HCPs prefer advertisements focused on specific medications rather than general corporate branding.
- Direct past experiences with pharmaceutical companies influence HCPs’ prescribing decisions more than corporate messaging.
- Preferred Marketing Tactics:
- HCPs respond positively to marketing emphasizing patient-centric values, such as affordability, efficacy, and patient support programs.
- Emotional connections, while important, are less critical than concrete information about products and treatments.
Summary from solli
Over the past decade, perceptions of pharmaceutical companies have evolved significantly, especially among the general public. However, gaining insights from HCPs, who work closely with the industry, provides a unique perspective. These findings are crucial for understanding how, what, and when to communicate with HCPs effectively.
You can request the full report here for a deeper dive into these insights.
