Professional Documents
Culture Documents
Tim Ringrose
747 GPs
51 oncologists
1,935 England
76 general surgery
2,334
211 psychiatrists
191 Scotland
52 cardiologists
621 consultants
2
25 %
20 %
15 %
10 %
5%
0%
Strongly
distrust
Somewhat
distrust
Slightly
distrust
Somewhat
trust
Strongly trust
55 %
46 %
40 %
37 %
36 %
Mean =
34 %
32 %
4.3 reasons
31 %
25 %
25 %
21 %
19 %
16 %
10 %
Q7 Please select which of the following attributes most contribute to your trust in this
company?
n = 1,660
24 %
23 %
20 %
20 %
16 %
14 %
14 %
14 %
13 %
13 %
12 %
10 %
7%
Mean =
2.4 reasons
Q8 Please select which of the following attributes most contribute to your lower level of
trust in this company?
n = 870
22%
21%
19%
11%
10%
4%
BUT
Frequency of visiting pharmaceutical company websites
3% 0%
10%
Never
38%
68%
28%
27%
24%
23%
20%
20%
20%
16%
16%
9%
7%
6%
4%
4%
3%
6%
Target/segmentation
Better, cheaper, safer?
Clinical
relevance
Usability
Usability
Use of
multimedia
User in control
Intuitive navigation
Dont make me think
Justifiable
Bite-sized
Accessible
Use of
multimedia
Engagement
101
0
Vs.
Innovative approaches
Pure promotion
True interaction
Focus on targeting
barriers in the decision
journey
Physician focused
PC-based
SOURCE: McKinsey
1
1
Thank You
12