Physician trust in pharmaceutical brands is driven by an emotional connection as well as functional attributes and perceptions of the manufacturer, said Harris Interactive, which found doctors gave Advair, Spiriva and Mirena top marks.
The firm queried physicians about branded drugs for asthma, COPD, osteoporosis, contraception and rheumatoid arthritis based on five measures of trust, including the product’s familiarity, function and connection.
Joseph Vorassi, SVP healthcare research at Harris Interactive told MM&M that the components of each measurement break down as follows: “For function, it’s offering unique benefits, excellent outcomes and consistent results. On the connection, being able to identify with the product… On the rep side, it’s being respectful of staff, being responsive, providing unbiased info.”
The most-trusted brands in the categories polled:
Asthma: Advair, followed by Symbicort
COPD: Spiriva, then Advair, Symbicort and Combivent
Osteoporosis: Actonel, followed by Evista, Forteo, Prolia and Reclast
Contraception: Mirena, followed by NuvaRing, Lo LoEstrin and Depo-Provera
Rheumatoid Arthritis: Enbrel and Humira tied for first, followed by Remicade, Orencia and Rituxan
From the March 01, 2013 Issue of MM+M - Medical Marketing and Media
