PHYSICIANS RANK PFIZER FIRST IN DRUG INDUSTRY IMAGE SURVEY
Business Wire
November 19, 1998, 11:59 a.m. PT
Business Editors/Medical & Pharmaceutical Writers
NEWTOWN, Pa.--(BW HealthWire)--Nov. 19, 1998--
The 10 Pharmaceutical Corporations Most Esteemed by Physicians
Pfizer
Merck
Glaxo Wellcome
Eli Lilly
Bristol-Myers Squibb
Johnson & Johnson
Abbott Labs
SmithKline Beecham
American Home Products
Schering-Plough
Pfizer has replaced Merck as the No. 1 pharmaceutical corporation
in the eyes of physicians, according to a new strategic study by
Scott-Levin.
Pfizer also was ranked first by nurse practitioners, physician
assistants and HMO medical directors.
Merck was rated the highest by pharmacists, pharmacy drug chain
executives, drug wholesalers, hospital buying groups and nursing home
pharmacy consultants. In 1996, it was ranked the top corporation by
doctors.
Novartis was placed first by pharmacy benefit management
executives and HMO pharmacy directors.
A Standard Measure for Image
In order to provide a continuing picture of how the drug industry
is perceived and which attributes have the greatest impact on audience
perceptions, Scott-Levin has published Pharmaceutical Company Image
reports every other year since 1992.
The 1998 survey includes 13 key audiences, including physicians,
consumers, pharmacists, physician assistants, and managed care and
long-term care executives. These audiences were asked to rate
pharmaceutical corporations in terms of 12 key attributes, including
research and development, credibility, service, educational
orientation, and community involvement.
Specialist Views
The Scott-Levin study also pinpoints the corporations held in the
highest esteem by individual physician specialty groups. Some
highlights:
-- General/family practitioners and internists: Pfizer
-- OB/GYNs: Johnson & Johnson
-- Pediatricians: Abbott Labs
-- Psychiatrists: Eli Lilly
The R&D Edge
The attributes that weighed most heavily on physicians' overall
attitude toward a pharmaceutical corporation were strong research and
development, credibility, educational orientation, sensitivity to
pricing concerns, and strong orientation to patient information.
"Firms with a strong research and development reputation tend to
perform better in overall company rankings," said Joy Scott, chief
executive officer of Scott-Levin. "Pfizer's high position can also be
attributed to strong sales and marketing and innovative new products."
Among the recent drug launches helping Pfizer's image are the
impotence therapy Viagra, the cholesterol reducer Lipitor, and the
Alzheimer's disease treatment Aricept.
For more information, please contact Bryna Elder or Andreas
Tsukada at 215/860-0440; fax: 215/860-5477. Or e-mail them at
email@scottlevin.com.
Scott-Levin, a division of PMSI/Scott-Levin Inc., provides
consulting and communications services to pharmaceutical companies
worldwide. You can visit Scott-Levin on the World Wide Web at
scottlevin.com.
SOURCE: Scott-Levin, Pharmaceutical Company Image, 1998 survey of
more than 6,000 physicians in 27 specialties
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