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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Public
Covid-19 Response