Corporate reputation plays an important role in enabling companies to further differentiate their products in highly competitive markets. As a result our team sought to better understand how pharmaceutical manufacturers are currently perceived.
After surveying Canadian GPs, we noticed several trends. One of which was when assessing overall pharma leadership, there was no unanimous leader. However, when asked about specific therapeutic areas, GP perceptions of leadership varied for different companies.
Corporate reputation is also measured and analyzed on a number of other key metrics such as market share, brand recognition, and loyalty. Nevertheless, being perceived as a leader contributes to a company’s positioning which can ultimately increase trust, retention, and advocacy.