In the first two articles of our current global Brands in Motion Health Report, we have already shown how significantly corporate reputation influences doctors' prescribing behavior and which factors, in turn, affect corporate reputation. Today, we will take a closer look at transparency and the selection of the right communication channels.
Doctors place great importance on transparency in clinical research (39 %). Especially younger doctors see transparency in communication about clinical research activities as a top priority. Accordingly, successful corporate communication should also openly address challenges. 48 % of respondents from the EMEA region stated that publicly admitting mistakes and actively correcting them is a relevant factor in improving corporate reputation.
To achieve this, a clear communication strategy is needed: 31 % of respondents desire this from biopharmaceutical companies. Transparency and openness in drug development and safety aspects help build a long-term trust relationship.
Trust as the Basis of Reputation
In an international comparison, proactive communication by companies is particularly appreciated by German doctors and helps build and maintain trust: For nearly half, open communication and education about risks and side effects are crucial (52 % and 53 % of respondents, respectively).
Another relevant building block for trust is a company's long-term commitment to the well-being of patients beyond the usual scope. It is important to inform doctors about this commitment as well.
However, transparent communication should not only be adopted in times of crisis but should be integrated into corporate communication early and continuously. This may seem unusual at first – but it pays off in the medium term with a better and, above all, more robust reputation.
Learn more about what transparent health communication can look like and how you can enhance your corporate reputation: Contact us!
When prescribing therapies, healthcare professionals (HCPs) examine the benefit-risk trade-off as their primary consideration. But is there more to it than that?
When prescribing therapies, healthcare professionals (HCPs) examine the benefit-risk trade-off as their primary consideration. But is there more to it than that?
