Pharma Brand Credibility Winning in an Era of Skepticism

Let’s face it. Pharma’s battle with public perception continues in 2020. Consumers see pricing controversies, a wave of consolidation among drug giants, an opioid crisis, and other issues. And they think "who do I trust?". 

A 2018 Gallup poll asked Americans to rate their perceptions of over a dozen U.S. business sectors. Where was pharma in those rankings? Last.

Other surveys have also shown that drug makers’ reputations have been taking a hit recently. These adverse stories have created a trust gap where consumers – and healthcare professionals (HCPs) – are nervous and less likely to trust your marketing.

So how do you improve pharma brand credibility in this era of skepticism?

Audience First Approach

First things first: before any marketing or advertising is created, step back and think of your audience. What makes people skeptical? Which issues affect them personally and/or professionally? What should they be told to change their perception?

As you have two audiences – consumers and HCPs – you must win them both over. To do this requires a focus on the specific needs each segment has. For example, consumers need to know a drug is effective, accessible, and safe. Physicians need to feel confident that it will do exactly what is claimed with the knowledge of the associated risks. Both audiences want to feel secure that adopting a certain drug won’t create problems in the future.

Pharma Brand Credibility Tips

Tackling such a big issue as industry credibility doesn’t fall on just one brand. While the Pharmaceutical Research and Manufacturers of America (PhRMA) organization has run ads addressing drug costs, it’s up to each drug maker to advance the cause of reducing skepticism. Here are a few high-level strategies to help with that cause.

1. Put Your Messaging in the Right “Frame” 

Language is incredibly powerful. And product positioning isn’t just about competition. When your audience has objections, framing your message changes the way people react. The well-known phrase “challenges are opportunities in disguise” is a classic example of framing a negative (poor reputation) into a positive (potential to change minds).

So position your product with positive messaging that earns their trust. Infusing logic into your advertising content, for example, can be an effective tool to combat skepticism, especially emotional or reactionary skepticism.

2. Focus on Digital

Pharma brands have historically ignored online marketing. In fact, healthcare and pharma investment in digital advertising has lagged other industries for years. Today’s consumers and HCPs are digitally connected, but drug brands have been absent in the most trafficked venue of all. And absence is a problem when dealing with a skeptical audience.

One of the greatest advantages of digital marketing is that traffic, engagement, and sentiment can all be measured and analyzed. So you can almost immediately tell if your credibility-building campaigns are working. (Other advantages include frequency and flexibility, which allow you to build credibility by using repetition and a multichannel approach in a cost-effective manner.)

So brand managers should leverage digital advantages to deliver campaigns aimed at strengthening credibility. Use a mix of messaging around product and brand – and don’t be afraid to feature the human side of what your brand does. 

3. Share Your Story Through Respected Media Channels

Persuasion experts will tell you that successful selling is less about what is said and more about who is saying it. For brand managers, that translates to telling a strong brand story and putting your marketing content in trusted media. So sharing your story through respected journals, reprints, and other resources will help minimize uncertainty for a hesitant audience.

For over 100 years, Elsevier has maintained a culture of credibility that leads 90% of HCPs turn to our resources for critical medical information. That’s why brands and their agencies turn to Elsevier to reach them.

In conclusion, audience skepticism can make you a better brand manager. Take a good look at how well your messaging addresses audience doubt. Then do what you can to reduce or eliminate that doubt. That’s when you’ll win in an era of skepticism.

Download the original whitepaper “Where credibility goes, doctors follow” to learn more about the importance of credibility.

Article written by: Alex Brown