Reputation with the general population
For many years, the polling institute gfs.bern has conducted regular public opinion surveys on the pharmaceutical industry for Interpharma (Reputation Monitor) as well as the annual Health Monitor. In 2016, the two surveys revealed a nuanced picture of the public’s perception of the pharmaceutical industry. In particular, it is appreciated that the industry is an important employer (91% of respondents), that it enjoys a good professional reputation abroad (89%) and that its strength as an export industry helps to underpin Switzerland’s economy (84%). The appraisal is more critical when it comes on transparency. Only 45% of respondents feel that the pharmaceutical industry is transparent with information.
Reputation with the media
Assessments by fög (Research Institute for the Public Sphere and Society, University of Zurich) show that the pharmaceutical industry has steadily risen in the estimation of the media since 2013. The strong commitment to Switzerland as a business and research location markedly boosts the profile of the pharmaceutical sector. In the media, the pharmaceutical industry is increasingly taking on the role as lead sector and ousting the banks in this role. Reporting here focuses on the strong functional reputation. Business results, expertise and plausible management-related and organizational decisions are the issues that positively shape the image of the pharmaceutical industry.