Taking the cost out of R&D and researching again

As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's image by reducing prices and thereby profits; or reducing the cost structure with lesser out of pocket consumer costs.

Taking the cost out of R&D and researching again

Bob LeitmanGreenfield Online, Inc., United States


Over the last decade, the demonization of the pharmaceutical industry has moved from a rarely believed forecast to an unchallenged truth. Polls of the American public now find pharmaceutical companies among those least likely to be seen as honest and trustworthy (only 9% in an October 2005 Harris Poll), and at the top of the list of companies that should be subject to more regulation (51% in that same Harris Poll).

How has this happened and what can the market research industry do...

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