“Our research clearly demonstrates that trust is about much more than efficacy alone,” said Vorrasi from Harris Poll. Traditionally it was supposed medical based evidence regarding efficacy, safety and cost effectiveness were the only factors influencing physicians when prescribing medicines. In today’s complex and highly competitive global market while these three factors remain imperative other marketing factors have enhanced sales success.
The New York-based market research firm has released the results of a poll conducted among US physicians on their attitudes towards drugs for various medical conditions. The Harris Poll Physician Pulse SM survey collected data relating to the prescribing behaviour of 1,034 US physicians, focusing on drugs for treating asthma, Chronic Obstructive Pulmonary Disease, osteoporosis, pregnancy prevention and rheumatoid arthritis.
The study highlights the importance trust plays when US physicians are endorsing, recommending or prescribing a particular drug.

So, in the biopharma sector as in other consumer goods and services the emotional component is becoming increasingly important and trust in the brand and the company are determinant for customer loyalty and retention.