You’re trusted less than a waiter and more than a pilot, but why?

Sobering results from a YouGov poll across the UK show that 33–54-year-olds have the least amount of trust in pharmaceutical companies - but the industry is well-placed to regain it.

The new poll revealed that 33-54-year-olds have lower trust in pharmaceutical companies than 18-34s, with less than half believing that the industry makes a positive contribution to society. It’s not surprising really, but it is an issue that needs addressing. The so-called sandwich generation are vital gatekeepers for drug developers, given they often make health decisions for their parents, children, grandchildren, as well as themselves.

It’s understandable that the 33-54 age group are cynical: they or their relatives have most likely experienced some degree of ill-health and interacted with a health service that’s faced growing pressures for decades.

The issue of trust

Unlike the hospitality trade, which must be customer-centric at all times, the deep, complex, and multilayered challenges facing healthcare systems mean that the personal attention you get from your waiter isn’t always possible in healthcare settings – and, unfortunately, that sometimes leads to a lack of trust.

Distrust can feel frustrating though, especially for those of us working inside the healthcare ecosystem. Pharma and biotech do so much great work, from high-profile treatments like the COVID vaccines to the countless life-changing medicines that reach millions around the world, but which don’t make mainstream headlines.

Since 2020, the European Medicines Agency (EMA) has approved marketing authorisations for more than 350 medicines for human use, yet, fewer than 10% of those could probably be named by the public. While you might attribute this to the strict regulations that govern the industry in Europe - particularly around promotion of medicines to the general public and use of brand names - it’s a similar picture in the US, where more than 190 medicines have been approved by the Food and Drug Administration (FDA) in the same period.

For the 10+ years of dedication, the countless hours of labour, and huge sums of money invested in the production of successful drugs, the pharmaceutical industry should be proud of itself and the work it does. It genuinely does good, but how does the industry inform and educate people compliantly and without sounding like we’re capitalising on patient suffering?

Providing accurate information in the misinformation age

How people want to consume information has changed a lot over the past 100 years, but the one thing that hasn’t changed is the need for accuracy. Now, more than ever, people have access to all the information they need, but face a worldwide web where any information vacuum is quickly filled with misinformation and rapidly spread through echo chambers.

That’s why it’s up to the industry to meet audiences where they are and help them understand its challenges, highlighting the sizeable investment of making a drug, the risk that entails, and the need to show a return to keep researching and developing life-changing treatments.

So what can the pharmaceutical industry to do build - and rebuild - reputation and trust across the generations?

Show impact: Be (compliantly) honest about the impact of your treatment. It’s most likely a brilliant piece of drug development. It must be if it’s got through the approval process – and that’s why industry can afford to be bolder about our successes, invoking the same broader impact that the vaccines had during the pandemic.

If a patient takes a treatment, their horizons open: they can contribute more to society, live a little bit longer, or attend a significant life event. The impact is deep and far-reaching.

Access and understanding: Scientific exchange between industry is vital whether through conferences, data, or specialist media. But outside of your peers, who else is really interested in your P values?

If consumers see a pharmaceutical brand name or logo they aren’t familiar with, it’s important that they can access information that tells the story of the company and their positive impact in a language that is easy to digest, even if it’s about a technical treatment in an ultra-rare disease. Whichever way, all paths should lead to more knowledge, understanding, and a feeling of trust.

Make the most of partnership: Pharma companies can and should enjoy a productive partnership with Patient Advocacy Groups (PAGs), enjoying two-way dialogue and openly sharing materials to support them in their mission in engaging and empowering patients about treatment options and their benefits. Whether this is through advisory boards, workshops, or day-to-day interaction, working hard for these groups – and showing it – is essential.

PAGs are crucial partners in successfully developing medicines, but they’re also vital post-approval. While it’s ultimately still a clinician who prescribes medicines, patients now ask more questions about who made it, the cost, the risks and, crucially, how to explain their amazing treatment to the people they care for. That all starts with how well you’re supporting a PAG in educating its members about their lifesaving medicines.

Your successes impact millions and the work you do is important. You’re making a genuine, tangible difference to the world, but make sure you are telling the world about it - because, if you don’t tell your story on your terms, you may find yourself on the backfoot as others fill the information vacuum with vague or even inaccurate information, which you will then have to work twice as hard to dispel.