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
Reliable & Responsible
Are reliable and keep their promises
Are good at what they do
Behave resonsibly
Are open and transpareant
Are well led
Have my best interest at heart
Share my values
Science & Innovation
Produce effective medicines
Ensure the medicines are safe
Communicate possible side effects
Invest into search of new medicine
Use the latest, Cutting-edge technology
Produce medicines that people need
Leading in discovering medicine
Ethics and Transparency
High ethical standards
Transparent clinical trial results
Transparent medicine pricing
Price medicines fairly
Ensure access to medicines
Minimized the environmental impact
Focus on patients needs
Contribution to society
Good Employer/Citizen
Treat their employees fairly
Provide good jobs for people
Employ highly skilled staff
Finicial contribution to the economy
Create lots of jobs in the UK
Reputation Key Performance Indicators
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
Source of Information
Readership
Attitudes
Share my opinions on topical issues with my family or friends
I am active on social media sharing my ideas and views
I have a lot of friends, contacts or followers via social media
I take a genuine interest in world issues and event
People often seek out my opinion or advice
I discuss pharma issues with family /friends
I seek out information on the pharma industry
If a vaccine for COVID-19 were available, I would get vaccinated
Last modified: 20 September 2023
Last reviewed: 20 September 2023