The news: Pfizer and Moderna dropped dramatically in the list of US consumers’ 100 favorite brands in 2022 compared with the 2021 list, per a new report by The Harris Poll.
- In 2021, Moderna held the third favorite spot in the eyes of US consumers. This year, it didn’t even make the list.
- Similarly, in 2021, Pfizer was consumers’ seventh favorite brand. In 2022, it dropped 37 spots to number 44.
What’s driving the drop: Pharma companies' high reputations were carried in 2021 by their COVID-19 vaccine efforts. But most US consumers don’t view COVID-19 as an emergency anymore.
Only 9% of US adults describe COVID-19 as a “serious crisis,” according to an April 2022 Axios survey of over 1,000 adults. Most (73%) of US adults believe COVID-19 is a problem, but is manageable.
US vaccination rates have plateaued across all racial and ethnic groups, per KFF. So, pharma companies likely have less mental real estate in consumers’ minds this year than last year.
- All US racial and ethnic groups only experienced a 1 percentage point or less change in vaccination rates between March and April 2022, according to KFF.
Consumers' lack of trust in pharma could also be driving the drops in ranking.
Only 15% of US consumers say they trust pharma companies more than they did before the COVID-19 pandemic, according to Accenture’s 2021 survey.
What it means for pharma’s digital health moves: Big pharma’s digital therapies already have low rates of adoption. This will only be compounded by consumers’ lack of trust in and bad perceived reputation of pharma brands.
- Earlier this year, Pfizer and Alex Therapeutics partnered to provide digital therapies to patients seeking treatment for nicotine addiction.
- And in May, Sidekick Health teamed up with Pfizer to launch a DTx solution for atopic dermatitis.
But it’s unlikely consumers will try out digital therapies from companies they don’t trust.
Digital therapeutics adoption is already on the lower end (10%) vs health tech, like telehealth (32%), per Accenture.
- That’s likely because digital therapies are still relatively new technologies in the grand scheme of digital health tech.