In what should be their shining hour, in the wake of world-saving vaccines and medical innovation, the pharmaceutical industry remains more challenged than ever.
Long-standing historical distrust perpetuates the views of varied consumer groups. Brands suffer from an overarching judgment against the industry as a whole, with strong consumer awareness of “big pharma” but little awareness of individual brands, and even less interest in understanding their contributions outside pipeline development.
The challenge was to position, or reinforce the position, of their brand as a solid corporate citizen and leader across science, technology, and the environment.
Following the COVID-19 pandemic and the production of vaccines, there was a huge surge in familiarity with the Pharma industry and specific pharma brands.
Some appreciation was built among consumers for the potential and promise of the work these companies were doing and their speed in finding a solution. However, positive perception — or favorability — was always tied to the people behind the innovations, whereas trust in pharma institutions themselves has continued to steadily decline even throughout the pandemic.
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