Healthy Skepticism Library item: 13921
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: news
Verispan Reports: Psychiatrists Rank Eli Lilly Number One in Overall Esteem
PharmaLive 2008 Jul 2
http://pharmalive.com/news/index.cfm?articleID=553591&categoryid=9&newsletter=1
Full text:
According to Verispan’s Pharmaceutical Company Image 2008 study, Eli Lilly received the most votes from psychiatrists as a top company in overall esteem. Lilly was mentioned by 43% of the 422 psychiatrists who participated in the biennial study. Pfizer, Johnson & Johnson, AstraZeneca and Forest ranked second through fifth among psychiatrists, respectively.
In the 2006 version of the study, Pfizer was number one among psychiatrists, with 55% of respondents mentioning the corporation.
In the 12 months ending March 2008, Eli Lilly called on psychiatrists more often than any other corporation, according to Verispan’s Personal Selling Audit/Hospital Personal Selling Audit. Eli Lilly’s calls to psychiatrists increased almost 25% from the 12 months ending March 2006. During an Eli Lilly sales call to psychiatrists, the sales representative is most likely to discuss Cymbalta, Zyprexa or Strattera.
About Pharmaceutical Company Image
Pharmaceutical Company Image is a comprehensive biennial analysis of pharmaceutical company and industry image as perceived by key healthcare professionals. In March and April 2008, Verispan surveyed over 10,000 participants from key healthcare audiences, including physicians, nurse practitioners, physician assistants, pharmacists, medical directors and pharmacy executives, along with consumers, regarding their opinions of the pharmaceutical industry and industry trends.
Physician respondents from 29 specialties, nurse practitioners, physician assistants and pharmacists were also asked to list top companies in overall esteem and across 12 individual attributes.
The 2008 version represents the ninth edition of this landmark study and enables market researchers and brand management to:
— Evaluate a company’s overall image relative to market success and increases in prescribing.
— Validate corporate initiatives to promote overall company image.
— Understand the importance of company attributes among key customer groups.
— Identify whether direct-to-consumer advertising drives consumer perceptions of pharmaceutical manufacturers.
For more information about Pharmaceutical Company Image or other studies in Verispan’s Strategic Studies suite, please contact Melissa Leonhauser or Jason Fox at (800) 982-5613; e-mail melissa.leonhauser@verispan.com or jason.fox@verispan.com.
