What influences a physician today to prescribe their patient one treatment over another? The answer may seem obvious. Efficacy. Safety. Price. Yes, those are all important factors, but there are more. New research reveals that when it comes to the biopharmaceutical industry, 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.
WE Communications’ new global research of 540 physicians across six markets 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. Understanding this connection will empower communicators to unequivocally demonstrate that reputation whether it be at the corporate or at the disease-specific level – is a bottom-line business driver.
In China, corporate reputation has considerable influence on physicians’ prescribing decisions.
