REPUTATION RULES
Understanding physician prescribing behavior
REPUTATION RULES
Discover the drivers of reputation
Corporate reputation is at times mistakenly viewed as a soft asset, yet it holds clear bottom-line consequences. Following our rules for reputation can make the difference between a physician writing a script for your treatment — or not.
WE’s 2024 Brands in Motion health report, “Reputation Rules: Unlocking Physician Prescribing Power,” validates and builds on our survey findings from last year of a wider group of healthcare practitioners, which first revealed the direct connection between corporate reputation and prescribing decisions.
WHAT WE FOUND
- Reputation matters to physicians. A company’s leadership in a specific disease area, as well as its overall corporate reputation, tops the list of factors most likely to shape physicians’ prescribing decisions in 2024.
- Reputation needs to be built at different tiers. Having an above-brand, disease-specific reputation will allow a company to speak beyond specific medicines and tell a more holistic story of its commitment to a therapeutic area.
- Physicians prefer brands that instill confidence in product quality and efficacy. Brand-building narratives should emphasize evidence-based outcomes, quality control and transparency about clinical trials.
- Physicians also tend to trust brands that place patients first. Most of them believe that the most important aspect of innovation is a commitment to addressing unmet medical needs through patient-centric solutions.
REPUTATION RULES FOR BIOPHARMA BRANDS
Lead with innovation
Highlight both the scientific and patient journey from molecule to medicine.
Treat physicians as partners
Companies must be transparent around pricing structures and access programs to win physicians over.
Capitalize on digital trends
Social media continues to rise as an important information channel.
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