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 2018, 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 (95% of respondents), that its strength as an export industry helps to underpin Switzerland’s economy (93%) and that it enjoys a good professional reputation abroad (88%). A further 88% agree with the argument that the pharma industry has an interest in Switzerland as a location. The appraisal is more critical when it comes on transparency. Less than half of the respondents (43%) feel that the pharmaceutical industry keeps people informed about its activities..
Reputation with the media
Evaluations by fög, the research institute for the public and society of the University of Zurich, show that the response of the pharmaceutical industry to the media has steadily increased over the past eight years. 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 has increasingly taken on the role as lead sector. Business results, the importance of cancer research and the benefit of new treatments for patients are the central issues that positively shape the image of the pharmaceutical industry.