Reputation – General Public: Researching and developing new medicines

The sector’s innovation is recognised, though perceptions of societal impact remain limited.

The public continue to recognise the sector’s R&D prowess, associating pharmaceutical companies with innovation, scientific breakthroughs, and advances in public health. High-profile achievements, such as superbug research and synthetic molecules, remain particularly top-of-mind among those familiar with the sector.

Despite strong recognition of innovation, there is a perception that these advances do not always translate into tangible societal benefits beyond core business outcomes. Transparency and ethical practices remain in doubt, with ongoing discomfort on the role innovation serving public interest and shareholder value and profit generation simultaneously.

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The legacy of public discourse around COVID-19 continues to amplify some of these concerns. Criticism often focuses on the rapid rollout of vaccines and drugs, with some members of the public citing side effects or a perceived lack of clarity around safety information. Negative experiences have reinforced perceptions of inefficiency in both research communication and public engagement, with some feeling the sector could do more to explain potential risks and benefits.

What stands out as particularly important is the enduring strength of R&D as a reputational asset, coupled with sustained public curiosity about how innovations impact society.