A recent survey conducted by Reputation Institute found that some of the most reputable pharmaceutical companies in 2016 include Bayer, Abbott Laboratories, Novo Nordisk, Roche, Merck, Sanofi, Allergan, AstraZeneca, Eli Lilly, AbbVie, GlaxoSmithKline, and Novartis.
This survey provides insight into how consumers in developed countries all around the globe feel about big pharmaceutical in regards to the companies acting responsibly, being innovative, and overall, being a force for good.
How are the rankings calculated? Reputation Institute conducts online polls from respondents around the globe including India, China, Germany, the U.S., Brazil, and others. These results are based on polling from first Qtr. 2016 in which 23,000 people rated the companies based on categories including leadership & performance, governance, products/services, workplace, innovation, and citizenship.
The company coming in at #1 on the list was Bayer, who received the highest scores in several categories including products/services, leadership, and performance. Novo Nordisk was rated highest in innovation, citizenship, and governance.
Abbott Laboratories came in at #2. Although the company didn’t rate highest over competitors in any single category, they did score high enough overall to clinch the second spot from Novo Nordisk.
Interestingly, RI noted that those who responded in the survey, and who had higher incomes, tended to look more favorably on big pharma than those in the low to middle income ranges.
What can pharmaceutical companies take away from the recent findings? Consumers are generally not informed about what companies actually do in specific areas, and are often not aware of a company’s overall performance. Many people have no idea whether a pharmaceutical company protects the environment or promotes good causes (citizenship activities), and they have little information regarding the workplaces of these companies. Perhaps sharing more information with consumers or better transparency would help inform/educate consumers regarding the practices/activities of pharmaceutical companies.
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