Improving the biopharmaceutical industry’s public reputation – like improving medication adherence rates – is a perennial and intractable challenge for industry executives. From a marketing and branding perspective, positive consumer experiences are limited by an indirect connection between manufacturers of prescription drugs and patients since physicians typically decide which products a patient will use, and insurance companies and pharmacies typically determine how much they will cost out of pocket. As a result, biopharmaceutical companies – despite the numerous innovations they bring to market each year – struggle to build compelling brand stories and personality, or to develop brand trust and pleasure, all of which are indicators used by the FutureBrand Index to measure brand experiences.
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