Last week, results of the Gallup poll showed pharma tumbled to rock bottom on the list of consumer industry reputation, just below the federal government. For a sector that has struggled with its image, this was a new low. But beyond that, the findings also suggest a reexamination of pharma’s marketing priorities may be in order.

Mark Bard, co-founder, Digital Health Coalition, puts the poll results in context, shares related data from a recent DHC benchmarking study of 20 pharma companies and gives us a rundown on trends we should keep an eye on later this year and into next.