The Pharma Brandemic:

Surging Patient Empowerment In a World of Escalating Health Misinformation

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Written by Mark WestallMark Westall leads Innovation and Insights for M Booth Health and believes that an increase in awareness and knowledge around pharmaceutical brands post-pandemic presents a unique opportunity for pharma to better engage with patients for the long term.


Last year, we uncovered an unprecedented shift in consumers’ interest, knowledge and preference for specific Pharma brands. We called it the Pharma Brandemic – a direct consequence of the heightened conversation and brand news around COVID-19.

This year’s data proves that what we saw in 2021 was only the beginning. In fact, consumer engagement in the pharma industry, and health overall, has skyrocketed.

  • 80% of Americans say COVID-19 has made them more aware of pharmaceutical brands overall (a 20% increase year over year)
  • 73% of Americans say COVID-19 has made them more aware of the differences between pharmaceutical companies (a 22% increase year over year)
  • 51% of Americans say that the company that makes a drug they are prescribed matters to them “a lot” or “completely” (a 30% increase year over year, now accounting for the majority of Americans)

This heightened awareness and engagement has critical implications for Pharma marketers and communicators. On one hand, patients are more engaged with their health choices than ever before; on the other, increased knowledge and confidence has emboldened patients to challenge the recommendations of their doctors, causing an off-kilter power dynamic that – when paired with the proliferation healthcare misinformation – poses a devastating threat to the health outcomes of millions of Americans.

Pharma has both an opportunity – and an imperative – to step in as an information broker in this new dynamic. Download the latest Pharma Brandemic report to find out how.

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