Europe Health 2006

Corporate awareness

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Across the 15 countries surveyed, 2 out of 3 of respondents agreed that the investment drug companies make in research improves the quality of life.  However, not every country agreed that they are essential to the healthcare system - support was highest in UK (64%) and lowest in the Czech Republic (34%).  For details by country click here.

Negative perceptions are highest in France and Poland with 46% and 45% respectively agreeing with the statement “pharmaceutical/healthcare companies sell drugs they know harm people”.

Although respondents were asked to rate 12 healthcare companies according to a range of criteria, response to this section was low.  This suggests an overall low awareness of the companies themselves and therefore a lack of opinion.

Conclusion for marketers

Respondents had already told us that familiarity with a brand is an important factor when purchasing a remedy.  They also said that they have more confidence in the quality of a product if they’re familiar with the manufacturer. It would appear that there is an opportunity for major drug and healthcare companies to promote not just their brands but also themselves by including their names in the advertising they produce – something which most people across Europe expect to see.