General Public:
Detractors

Read more about who the Detractors are

Detractors distrust the sector and are the most critical of it. They have negative perceptions of the sector across the umbrella factors that drive trust: being “Reliable & Responsible” and “Ethics & Transparency”. They have considerably higher levels of disagreement with most aspects of image and performance than any other group. They are less likely than others to believe the sector ensures medicines are safe or effectively communicates possible side effects.

Legend

Higher than average

Average

Lower than average

Reliable & Responsible

Lower than average

Are reliable and keep their promises

Lower than average

Are good at what they do

Lower than average

Behave responsibly

Lower than average

Are open and transparent

Lower than average

Are well led

Lower than average

Have my best interests at heart

Lower than average

Share my values

Science & Innovation

Neutral

Produce effective medicines

Lower than average

Ensure the medicines are safe

Lower than average

Communicate possible side effects

Neutral

Invest into research of new medicines

Neutral

Use the latest, cutting-edge technology

Neutral

Produce medicines that people need

Neutral

Leading in discovering medicines

Ethics and Transparency

Lower than average

High ethical standards

Lower than average

Transparent clinical trial results

Lower than average

Transparent medicine pricing

Lower than average

Price medicines fairly

Lower than average

Ensure access to medicines

Lower than average

Minimise the environmental impact

Lower than average

Focus on patients needs

Lower than average

Contribution to society

Good Employer/Citizen

Neutral

Treat their employees fairly

Neutral

Provide good jobs for people

Neutral

Employ highly skilled staff

Neutral

Financial contribution to the economy

Neutral

Create lots of jobs in the UK

Reputation Key Performance Indicators

Detractors

Total

Demographics & habits

Detractors are more likely to be male and older (45-75 years old). They are more likely to use online newspapers (with The Guardian being their first choice) and the radio to keep informed. While they are interested in politics and current affairs and enjoy sharing their opinions with others, they are unlikely to seek out information about the pharmaceutical sector or have conversations about it. Just under one in five (17%) people within this group say they would not get a COVID-19 vaccine if it were available to them – a higher level of disagreement than the national average (7%).

Gender

Age

Region

Sources of information

Readership

Attitudes

Higher than average

Share my opinions on topical issues with my family or friends

Lower than average

I am active on social media sharing my ideas and views

Neutral

I have a lot of friends, contacts or followers via social media

Higher than average

I take a genuine interest in world issues and event

Neutral

People often seek out my opinion or advice

Lower than average

I discuss pharma issues with family /friends

Lower than average

I seek out information on the pharma industry

Lower than average

If a vaccine for COVID-19 were available, I would get vaccinated

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General
Public

Covid-19 Response