Doctors' trust in pharmaceutical brands depends on various factors: functional, but also emotional and related to the relationship that the 'white coat' has with the manufacturing company.
This is highlighted by a research by 'Harris Interactive', a market research company which interviewed 1,034 American family doctors and specialists on their attitude towards 'designer' medicines for asthma, COPD, osteoporosis and rheumatoid arthritis and contraceptives.
By obtaining an assessment of the brands in these categories based on five parameters, relating both to the product itself and to the company that produces it. "Our research - underlines Joseph Vorrasi, Senior Vice President of Healthcare Research - clearly demonstrates that confidence in a drug depends on factors that go beyond its effectiveness.
The importance of the emotional component is further supported by the consistency with which opinion leaders distinguish between emotional and functional evaluation".
Analysts therefore suggest that companies seize this opportunity: the various 'facets' of doctors' attitude towards a treatment can represent an opportunity to transfer their trust from a single product to a brand in general.
Barbara Di Chiara– January 29, 2013 – PharmaKronos
