Pfizer First In Physician Survey
According to a new strategic study by Scott-Levin, Pfizer has replaced Merck as the pharmaceutical company nearest and dearest to physicians' hearts. Merck had held the #1 spot among MDs since 1996. Pfizer also was ranked first by nurse practitioners, physician assistants and HMO medical directors. Novartis was placed first by pharmacy benefit management executives and HMO pharmacy directors. Merck retained its #1 ranking, however, among pharmacists, pharmacy drug chain executives, drug wholesalers, hospital buying groups, and nursing home pharmacy consultants.
Scott-Levin has published a new version of its study, Pharmaceutical Company Image, every other year since 1992.
A Standard Measure For Image
The 1998 survey includes 13 key audiences, including physicians, consumers, pharmacists, physician assistants, and managed care and long-term care executives. These audiences were asked to rate pharmaceutical companies in terms of 12 key attributes, including research and development, credibility, service, educational orientation, and community involvement.
The study also pinpoints the corporations held in the highest esteem by individual physician specialty groups. Some highlights:
- General/family practitioners and internists: Pfizer
- OB/GYNs: Johnson & Johnson
- Pediatricians: Abbott Labs
- Psychiatrists: Eli Lilly
The R&D Edge
The attributes that weighed most heavily on physicians' overall attitude toward a pharmaceutical firm were strong research and development, credibility, educational orientation, sensitivity to pricing concerns, and strong orientation to patient information.
"Firms with a strong research and development reputation tend to perform better in overall company rankings," said Joy Scott, chief executive officer of Scott-Levin. "Pfizer's high position can also be attributed to strong sales and marketing and innovative new products."
Among the recent drug launches helping Pfizer's image are the impotence therapy Viagra, the cholesterol reducer Lipitor, and the Alzheimer's disease treatment Aricept.
Pharmaceutical Companies Ranked by 6,000 Physicians
- Pfizer
- Merck
- Glaxo Wellcome
- Eli Lilly
- Bristol-Myers Squibb
- Johnson & Johnson
- Abbott Labs
- SmithKline Beecham
- American Home Products
- Schering-Plough
For more information: Joy Scott, CEO, Scott-Levin, 60 Blacksmith Rd., Newtown, PA 18940. Tel: 215-860-0440. Fax: 215-860-5477.