General Public:
Trusting
Optimists
Read more about who the Trusting Optimists are
Trusting Optimists rate pharmaceutical companies operating in the UK higher than average across all the attributes that fall into the “Reliable and Responsible” driver of trust. Overall, they trust the sector and give it the benefit of the doubt. They tend to believe that the sector has high ethical standards, is transparent about clinical trials, provides access to medicines and minimises its environmental impact. This converts into higher than average scores across all KPIs (although lower than among Supporters), but they only have average knowledge and perceptions of the sectors’ performance in detail.
Legend
Higher than average
Average
Lower than average
Reliable & Responsible
Higher than average
Are reliable and keep their promises
Higher than average
Are good at what they do
Higher than average
Behave responsibly
Higher than average
Are open and transparent
Higher than average
Are well led
Higher than average
Have my best interests at heart
Higher than average
Share my values
Science & Innovation
Neutral
Produce effective medicines
Neutral
Ensure the medicines are safe
Neutral
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
Higher than average
High ethical standards
Higher than average
Transparent clinical trial results
Neutral
Transparent medicine pricing
Neutral
Price medicines fairly
Higher than average
Ensure access to medicines
Higher than average
Minimise the environmental impact
Neutral
Focus on patients needs
Neutral
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
Trusting Optimists
Total
Demographics & habits
This group is more likely to be older (55-75) than the sample as a whole. They have an interest in world issues and events and enjoy discussing these with friends and family and share their opinions on social media. They seek out information about the sector more than the national profile and say that people often ask for their opinions. They are more likely to seek out information using multiple sources, including printed newspapers such as the Daily Mail and local ones. They are more likely to say they would get the COVID-19 vaccine if it were available than the public as a whole.
Gender
Age
Region
Sources of information
Readership
Attitudes
Higher than average
Share my opinions on topical issues with my family or friends
Higher than average
I am active on social media sharing my ideas and views
Higher than average
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
Higher than average
People often seek out my opinion or advice
Higher than average
I discuss pharma issues with family /friends
Higher than average
I seek out information on the pharma industry
Higher than average
If a vaccine for COVID-19 were available, I would get vaccinated
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Detractors
Segmentation