Who do you trust? For doctors, it's Bristol-Myers Squibb and Biogen

When it comes to pharma partners, doctors prefer quality digital content. While that makes sense, new research shows that it also fosters trust with U.S. physicians.For the first time, DRG Digital’s Manhattan Research queried doctors about which pharma companies they trust in its annual Taking the Pulse survey. They asked a range of questions about those that have quality content, empathy for healthcare providers and a patients-first motivation. However, it was credible scientific content and nonpromotional value adds from pharma that showed the strongest correlation to trust.And the three drugmakers who ranked as most trusted were Bristol-Myers Squibb, Biogen and Celgene, in that order, among physicians who had digital interactions with them. Not coincidentally, doctors also praised those companies for their strong, relevant online content. For instance, for top-ranker BMS, 91% of the physicians who had recent interactions with the pharma online agreed it was a trusted partner, while 82% further agreed that it “provides the most up-to-date information and services online.” Biogen was named by 90% of physicians as trusted and 82% noted its valuable content. Celgene, in third place, was trusted by 82% of doctors, with another 77% agreeing that its information was most up-to-date.