New polling data shows that the more familiar healthcare professionals are with the pharmaceutical industry, the more trust they have in it.
Research from leading pollster Ipsos reveals that healthcare professionals' trust in the industry has steadily increased in recent years, increasing by 8% between 2020 and 2024 (1).
Almost two in five doctors and nurses have high trust in pharmaceutical companies (38%), ranking the pharmaceutical industry as one of the most trusted sectors after medical charities and research universities. Masu.
According to the UK Pharmaceutical Reputation Index 2024, four in five (82%) healthcare professionals, including doctors and nurses, recognize and are happy with the value of the pharmaceutical industry in bringing innovative treatments to patients. We found out that we are collaborating with the industry.
The data shows that trust continues to improve as doctors and nurses become more familiar with the field, suggesting the potential for deeper collaboration to improve patient care and support the NHS.
These new findings were announced today in London as the industry convened for the annual ABPI Industry Summit. The summit will bring together industry leaders to discuss how the industry can better communicate its contribution to creating a healthier, more hopeful future for people in the UK.
Engagement between healthcare professionals and industry has also increased since last year, with more than half having received formal communication (55 percent) or interacting with a pharmaceutical company employee in the past 12 months. Yes (53 percent). Four in five (82%) also understand the benefits industry can bring to patients and the NHS by partnering with industry.
Recent guidance from ABPI and the NHS Confederation on building effective NHS industry partnerships reinforces the role these collaborations play in improving patient outcomes. Additionally, further research by Carnall Farrar found a link between partnerships, improved prescribing practices, and better patient outcomes (2).
Jill Percy, ABPI Reputation Director, said: “The latest research data shows that our industry is working to support patients and the NHS is making a positive contribution to how healthcare professionals view our industry. It shows that it is having an impact.” The more people understand what we do, the more they understand that we share a common goal: enriching lives. ”
Public awareness of the industry is at an all-time high, with one in four respondents (25%) reporting high levels of awareness. Name recognition is strongly tied to public trust, especially in industry research and development (R&D) efforts. Positive perceptions of partnership are even more pronounced among young adults (25-44 years old) who actively engage with news about this sector.
Thomas Fyfe-Shaw, research director at Ipsos, said: “Increased visibility from healthcare professionals over time has increased the reputation of pharmaceutical companies operating in the UK and enabled them to better engage with healthcare professionals. Through the process of this indicator, how increased familiarity with industry and omnichannel initiatives has led to increased levels of trust and, in turn, increased willingness to collaborate with industry to improve patient outcomes. we have seen.
“Public reputation for the industry remains generally positive. There are signs that it is slowly gaining traction with the public. Few doubt the impact this sector has on patient outcomes through innovation. The strength of our reputation for excellence in researching, developing and producing effective medicines is reassuringly stable. However, this stability means that there are still many major changes in the way people feel about the field. It also means that areas of reputational weakness remain. Changing a pharmaceutical company's reputation is expected to be a long-term challenge and consistently communicating its impact, innovation and intent. is required.”
Despite seven in 10 (71%) citizens agreeing that the industry produces effective medicines and vaccines, there is still a lack of confidence in whether pharmaceutical profits benefit society. remains controversial, suggesting the need for better communication about how benefits will foster the research and development needed for future discoveries.
Social media continues to be the main source of information about this area (44%), overtaking traditional platforms such as television and online newspapers. However, this digital environment is also a source of misinformation, especially regarding vaccines, highlighting the need for clear and accurate communication from the industry.
