More than any other consideration, consumers seek genuine trust in their relationships and interactions with pharma brands, according to a customer experience survey released Wednesday.

The Hero Digital report underscored the challenges facing pharma brands seeking to stand out in an increasingly saturated market. It stressed that brands need to facilitate a “clear customer experience,” which includes providing a convenient way to place orders and deliver prescription drugs to patients regardless of location.

Having a reliable, safe product is critical for building a relationship with consumers: 45% of respondents mistakenly believe that websites selling prescriptions have been approved by the Food and Drug Administration. 

Two-thirds of Millennial respondents said they are at least somewhat interested in having their prescriptions delivered to them. Additionally, one-third of adults say they buy prescriptions online, usually from Amazon or major national retailers. 

The survey also revealed that functional attributes, such as price, value, access and availability, primarily drive pharmaceutical choices among consumers. Meanwhile, emotional attributes” — empowerment and disruption, among others — rank lower among respondents.

The findings suggest that balancing these attributes alongside quality and convenience is the key to winning over consumers and creating brand advocates.

“Pharmacy companies have significant opportunities to create closer connections with people by caring about their health and helping them live their best life,” the report noted. “Constant improvement isn’t optional and running your business ethically sets you apart.”