Harris Poll Study Links Emotional Connection to Physicians' Trust in Pharmaceutical Products

     Harris Poll Study Links Emotional Connection to Physicians' Trust in
                           Pharmaceutical Products

Study awards top trust ratings in 5 new categories to Actonel®, Advair®,
Enbrel®, Humira®, Mirena®, and Spiriva®

PR Newswire

NEW YORK, Jan. 22, 2013

NEW YORK, Jan. 22, 2013 /PRNewswire/ --The Harris Poll Physician Pulse^SM
survey of American physicians documents the convergence of functional,
emotional, and relationship-based attributes in determining the prescription
products physicians trust and why. In the latest study, Actonel®, Advair®,
Enbrel®, Humira®, Mirena®, and Spiriva® join the ranks of the top branded
pharmaceuticals in Harris Interactive's pioneering index of physician trust.

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The study surveys primary-care physicians and specialists about their
prescribing behaviors and ranks key pharmaceutical treatments, based on the
Harris Poll multi-dimensional Trust Index. The components of the Index relate
to the drug itself (Familiarity, Function, and Connection) as well as to the
pharmaceutical companies that produce it (Company and Representatives).

This wave of the study focuses on five high-volume prescription categories:
Asthma, COPD, Osteoporosis, Pregnancy Prevention, and Rheumatoid Arthritis
(RA). The top-ranked brands in each category (with a maximum score of 100)
are:

  oAdvair® (82) for Asthma, followed by Symbicort® (80);
  oSpiriva® (84) for COPD, followed by Advair (80), Symbicort (79), and
    Combivent® (72);
  oActonel® (71) for Osteoporosis, with Evista® (69), Forteo® (69), Prolia®
    (69), and Reclast® (69) all not far behind;
  oMirena® (80) for Pregnancy Prevention, followed by NuvaRing® (76), Lo
    LoEstrin® (74), and Depo-Provera® (71);
  oEnbrel ® and Humira® tie for the highest ranked in RA (83), followed by
    Remicade® (76), Orencia® (74), and Rituxan® (73). 

Trust Drives Business


The reason for the study's focus on trust is that brands associated with high
levels of trust are more likely to be endorsed, recommended, and prescribed by
physicians. And when it comes to driving trust, emotional connection,
relationships with sales representatives, and perceptions of the
pharmaceutical company or companies backing the product can be just as
influential factors as the attributes of the product itself. In short,
explains Harris Interactive Senior Vice President of Healthcare Research
Joseph Vorrasi, "Our research clearly demonstrates that trust is about much
more than efficacy alone. The importance of the emotional component is further
borne out by the consistency with which the study's trust leaders are shown to
distinguish themselves on emotional measures in addition to functional ones."

Furthermore, this relationship between physicians' trust in a treatment and
the likelihood to prescribe it can present an opportunity to transfer that
trust from a single product to an overarching brand or franchise. This comes
as good news to parent companies of treatments scoring well on the index. In
this respect, makers of the category leaders, Abbott (Humira), Amgen (Enbrel),
Bayer (Mirena), Boehringer Ingelheim (Spiriva), GSK (Advair), Pfizer (Enbrel
and Spiriva), and Warner Chilcott (Actonel), all stand to benefit from the
strong trust in their products in ways that can bolster perceptions of their
franchise presence and corporate reputations.

What Differentiates the Products Highest Ranked in Trust?

Despite interesting and notable differences across treatment categories, the
products top-ranked for physician trust show some common characteristics. In
an analysis focused on this wave's five product categories, trust leaders
tended to outperform the competition by being perceived as offering one or
more unique functional benefits, connecting with physicians on an emotional
level, and by being backed by strong thought leadership. This mirrors the mass
migration of the pharmaceutical industry toward better managing relationships,
customer experiences, and corporate reputation in addition to touting
indication and functional performance. Ultimately, what the study shows is
that by nurturing the right perceptions, in addition to demonstrating
efficacy, companies can drive physician trust in their products and the
long-term prescribing commitment associated with it.

Trust Index Validated Across Therapeutic Categories

This wave of research continues to extend the trust index across a wide
variety of therapeutic contexts – from elective "lifestyle" treatments to
potentially life-threatening disease states – and by documenting how the
interplay of clinical and non-clinical perceptions influences treatment
choices, the study is well on its way to becoming the largest analytical
database of trust in prescription treatments available. Furthermore, by not
only establishing the trust leaders but also exploring the underlying
sentiments leading to trust and individual brands' scores on those factors,
the learnings from this research could be a game changer for both leading
brands and those not currently making the grade.

"Across a diverse and growing set of therapeutic categories, we've been able
to document that emotional connection to a product and the relational
strengths of companies and representatives can be almost as important as the
product's functional characteristics in driving trust and, ultimately,
preference and prescribing," says Vorrasi.

About Harris Poll Physician Pulse^SM

The Harris Poll Physician Pulse^SM study asks physicians and specialists –
including allergists, pulmonologists, OBGYNs and rheumatologists – about their
prescribing behaviors and ranks key pharmaceutical treatments, based on the
Harris Poll multi-dimensional Trust Index. This index measures the five key
components of physician trust and, based on the study results, is shown to be
highly predictive of prescribing intent.

Harris Interactive conducted a 35-minute, online survey among U.S. physicians
September 27 – October 10, 2012. A total of 1,034 respondents were recruited
from the Harris Physician Panel and supplemented as necessary using a
Harris-approved vendor, including 260 Primary Care Physicians and 774
Specialists (104 Allergists, 207 Pulmonologists, 262 OBGYNs, and 201
Rheumatologists ).

Quotas were set to ensure a minimum of 200 physicians (100 PCPs and 100
specialists) were aware of each brand and therefore would be able to answer
the questions related to their areas of expertise. Other controls were put in
place to ensure accuracy, such as requiring physicians to be licensed in the
state where they are practicing, and that they meet the specific patient
criteria, as appropriate. Data were weighted to be representative of category
prescribing behavior.

A full listing of the pharmaceutical treatments that performed above the
category average in their respective categories can be foundhere.

The first Physician Pulse study, conducted in May 2012, surveyed primary-care
physicians and specialists, including psychiatrists, urologists and
endocrinologists, about Anti-depressants (ADP), Anti-psychotics (APS),
Erectile Dysfunction (ED) and Non-insulin Diabetes Treatments (NID).

These statements conform to the principles of disclosure of the National
Council on Public Polls.

The Harris Poll Physician Pulse^SM study results disclosed in this release may
not be used for advertising, marketing or promotional purposes without the
prior written consent of Harris Interactive.

Product and brand names are trademarks or registered trademarks of their
respective owners.

For a complete listing of all the treatments covered in the study, contact
Corporate Communications at 212-539-9600 or press@harrisinteractive.com.

About Harris Interactive

Harris Interactive is one of the world's leading market research firms,
leveraging research, technology, and business acumen to transform relevant
insight into actionable foresight. Known widely for the Harris Poll® and for
pioneering innovative research methodologies, Harris offers proprietary
solutions in the areas of market and customer insight, corporate brand and
reputation strategy, and marketing, advertising, public relations and
communications research. Harris possesses expertise in a wide range of
industries including health care, technology, public affairs, energy,
telecommunications, financial services, insurance, media, retail, restaurant,
and consumer package goods. Additionally, Harris has a portfolio of
multi-client offerings that complement our custom solutions while maximizing
our client's research investment. Serving clients in more than 196 countries
and territories through our North American and European offices, Harris
specializes in delivering research solutions that help us - and our
clients—stay ahead of what's next. For more information, please visit
www.harrisinteractive.com.

Related Links:
Harris Poll Physician Pulse study rankings
Harris Poll Physician Pulse product overview
The Harris Poll on Facebook

Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.com

SOURCE Harris Interactive

Website: http://www.harrisinteractive.com
 
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