Pharmafile Logo
  • - PMLiVE
  • - PMLiVE
  • Diversity, Equity and Inclusion
  • Communiqué 53 Cover Image

    • Why Trust Remains the Primary Driver of Pharma Success

    September 8, 2025 |  

    - PMLiVE

    In an age of precision medicine, AI-driven drug discovery, and blockbuster biologics, it’s tempting to assume clinical trial outcomes alone dictate success in pharma. But the reality is more nuanced: trust remains the single most powerful determinant of whether a new therapy is adopted, prescribed, and embraced.

    According to a 2024 McKinsey survey, 79% of healthcare decision-makers cited “brand credibility and trust” as a leading factor influencing prescribing and formulary decisions — ahead of price negotiations and even trial efficacy data. In a global pharma market set to reach $1.9 trillion by 2027, the implications are enormous.

    For investors and boards alike, trust is more than reputation – it’s enterprise value. Bain’s 2024 Pharma Deal Report found companies with strong prescriber confidence trade at valuation multiples 25% higher than peers. Trust is not just a marketing priority; it is a growth lever that shapes shareholder return.

    The three pillars of trust in pharma and medtech

    1. Scientific/ clinical endorsement
      Peer influence drives prescribing behaviour. Studies show 62% of physicians are more likely to prescribe a therapy endorsed by respected KOLs or guideline committees. That’s why orchestrated medical affairs and peer-to-peer education programmes are vital in pharma and medtech. One recent example: the launch of a non-surgical intrauterine fibroid treatment in the UK used both patient-centred messaging and clinician storytelling to challenge the dominant surgical paradigm. Branded under the theme ‘Treat Smarter with Sonata’, the campaign emphasised the technology’s incisionless benefits and economic value. Early adopters were mobilised to co-create authentic video content. Their voices – credible, clinical, and compassionate, helped translate complex technical benefits into patient-centred outcomes. The result? A campaign that cut through the noise, reshaping perceptions of fibroid treatment by combining lived clinical insights with a powerful, trust-driven narrative.
    2. Patient narratives
      Clinical data opens the door, but patient voices bring therapies and technology to life. A 2025 Healthcare PR Benchmark found patient-led campaigns increased positive sentiment by over 40%, directly impacting prescribing behaviours. We saw just that when our global health tech company received NICE Guidance for its advanced wound dressings used in high-risk caesarean births. By focusing on the rich patient story, we were able to inform clinical decision makers about the impact and outcome of wound care choices on high-risk patients in a powerful and emotive way.
    3. Transparent communication
      In an era of instant fact-checking, overstating benefits or downplaying risks undermines credibility. Clinicians, payers, and patients now expect open access not just to pivotal trial results, but also to post-market surveillance, safety updates, and health economic data. Acknowledging both strengths and limitations of a therapy or new technology signals maturity and builds long-term trust – positioning pharma companies as partners in care, not just sellers of medicines.

    Building trust through strategic communications

    At EatMoreFruit, we help pharma and medtech companies embed trust into every stage of their brand journey. That means:

    • Elevating trial outcomes through thought leadership and expert media
    • Bringing forward patient and caregiver perspectives across multiple channels
    • Anticipating risk and safety questions with clear, proactive communications

    “Trust isn’t built in a press release; it’s earned through consistent, evidence-led storytelling,” says Paul Jarman, CEO of EatMoreFruit. “Our mission is to turn technical milestones and complex science into trusted narratives that accelerate adoption and build lasting value.”

    Want to learn how we help pharma brands build trust that drives prescriptions, partnerships, and growth? Get in touch with us today.

    This content was provided by EatMoreFruit

    Company Details

    - PMLiVE

    EatMoreFruit

    Email
    Website

     Latest Content from  EatMoreFruit 

    Europe Celebrates the Vital Role of Laboratory Medicine and its Contribution to European Health, Security and Future Wellbeing

    The European Federation of Clinical Chemistry and Laboratory Medicine (EFLM) will be hosting European Laboratory Day, on November 05th 2024. This annual event celebrates the contributions of laboratory medicine professionals...

    EatMoreFruit Selected by European Federation of Clinical Chemistry and Laboratory Medicine (EFLM) to Lead Strategic PR and Communications for European Laboratory Day

    The European Federation of Clinical Chemistry and Laboratory Medicine (EFLM) has selected London-based healthcare specialist EatMoreFruit to raise awareness and engagement around its ‘EU Lab Day’; an event co-ordinating 42...

    Danish Agency Twenty Launches New Campaign for F.C. Copenhagen and adidas That Gets International Attention

    F.C. Copenhagen and adidas, in collaboration with the Danish agency Twenty, have launched the campaign 'FCK forever,' focusing on a significant health challenge. The campaign serves as a reminder for...

    How to hack a problem like healthcare

    To create the most compelling clinical and cost-benefit arguments, the quickest and most comprehensive answers come by ‘bringing the outside in’ and treating the problem as a ‘hack’.

    We are EatMoreFruit

    Welcome to EatMoreFruit - We are a London-based top 10 independent healthcare communications agency. PR, digital, creative & commercial strategies for innovators in health, pharma and wellbeing.