La reputación corporativa en el sector farmacéutico: un índice de medida


Mira Peribáñez, Claudia 


The importance of corporate reputation in the pharmaceutical sector is expanding, both due to its impact on the health and quality of life of the population, as well as in the economic sphere. Given the growing concern for issues of sustainability, ethics and social reputation, this project aims to carry out an exhaustive analysis of the corporate reputation of ten of the most powerful pharmaceutical laboratories in the country (Cinfa, Kern Pharma, Normon, Pfizer, Bayer , Novartis, Almirall, Boehringer Ingelheim, Ferrer and Uriach). The objective is to know the opinion / perception of other professionals in the sector and to know the weaknesses and strengths of the industry. To do this, a survey was carried out in pharmacy offices in the province of Barcelona. For the selection of the companies, a field study was carried out, prior to the dissemination of the survey, to 14 pharmacies in the province to determine the laboratories most present in pharmacy offices. To prepare the survey, questions were divided into three blocks: product quality and commercial offer, innovation and research, and ethics and CSR (Corporate Social Responsibility), all of them key factors to measure the reputation of any company.
After analyzing the 41 surveys obtained, it was concluded that, in general, there are two critical factors in the pharmaceutical industry. In the first place, they criticize the lack of communication on the part of the laboratories and, therefore, the lack of transparency. Second, their low awareness of sustainability and the environment. Likewise, with these results it was possible to make a ranking of the best valued companies. Cinfa is ranked as the best valued, due, among other reasons, to the fact that it is the leading laboratory in units and sales in Spain. Among the least valued is Uriach. Finally, it is important to highlight the importance of corporate reputation, not only in the pharmaceutical sector, but in general. There is still a long way to go to achieve a greater approach to customers and the elimination of the topical labels associated with each sector.



Braojos Gómez, Jessica 


IQS SE - Undergraduate Program in Pharmacy