Pharma firms are the ‘most invisible’ among six industries that were surveyed, said Brad Fay, MD of Roper Public Affairs, the arm of NOP World that conducted the survey.
People familiar with the top firms were more likely to have a favourable impression of the industry; on a scale of one to ten, familiar respondents gave the industry a score of 7.9, while others gave it 6.2.
Awareness of drug firms has been falling, in part because of declining PR budgets and because of unbranded campaigns, according to Fay.
He added that pharma firms were more likely to be associated with profits than social responsibility.
A further finding of the survey was that healthcare was a top priority among 38 per cent of the public, coming in second only to concerns about terrorism.
‘We think this is a really dangerous time for pharma companies not to be engaged,’ Fay said.