Big Bad Healthcare: Managing Reputations in a Trust Gap
In 2012 the US Pharma industry spent $15B on “detailing” - marketing drugs to physicians – and employed over 72,000 sales reps.
Trusted brands are more likely to be prescribed by physicians, but there is a “trust deficit” that exists between these pharma sales reps and physicians.
Who do physicians turn to that they can trust? Can brands make this marketing spend more effective?