Global Healthcare Sector Trends
2016 Edelman
Trust Barometer

Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
‣ Ages 25-64
‣ College educated
‣ In top 25% of household income per age group in each country
‣ Report significant media consumption and engagement in business news
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
Methodology
27-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2

51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Trust Rising
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and General Population, 27-country global total.
3
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
Informed
Public
General
Population
2015 2016
+4 +5 +2 +1

49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
4
Trusters
Neutrals
Distrusters

53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
5
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase

Mass
Population
The Inversion of Influence
6
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total.
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public

Business Must Lead to Solve Problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
7

State of Trust
Healthcare Sector

Trust in Healthcare Lags Most Industry Sectors
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.
Percent trust in each industry sector, General Population
General
Population
9
75
67 66 65 64 64 63 63
62 61 61 61
60
57
52
Technology
Manufacturing
Retail
Education
Entertainment
Transportation
Food&Beverage
ProfessionalServices
Fashion
Automotive
ConsumerPackaged
Goods
Healthcare
Telecommunications
Energy
FinancialServices

57 S. Africa
56 Germany
56 U.S.
54 Turkey
52 Ireland
51 Sweden
80 UAE
76 India
75 Malaysia
74 China
74 Indonesia
73 Mexico
73 Singapore
70 Australia
70 Canada
67 U.K.
65 France
64 Hong Kong
62 Netherlands
62 Spain
60 Argentina
60 S. Korea
Healthcare Trust:
Mass Population
Least Trusting
Trust in the healthcare sector,
Informed Public vs. General
Population vs. Mass Population
Source: 2016 Edelman Trust Barometer Q45-429. Please
indicate how much you trust businesses in each of the
following industries to do what is right. Again, please use
the same 9-point scale where one means that you “do not
trust them at all” and nine means that you “trust them a
great deal”. (Top 4 Box, Trust) Informed Public, General
Population, and Mass Population, 28-country global total.
Mass
Population
60 Global
10
Trusters
Neutrals
Distrusters
47 Japan
40 Russia
36 Poland
48 Colombia
44 Brazil
44 Japan
39 Russia
32 Poland
80 UAE
77 India
76 China
75 Malaysia
75 Mexico
75 Singapore
73 Indonesia
71 Australia
71 Canada
68 U.K.
66 France
65 Hong Kong
63 Netherlands
63 Spain
62 S. Korea
61 Argentina
85 Mexico
84 China
84 India
80 UAE
79 Singapore
77 Australia
77 Indonesia
76 Malaysia
74 U.K.
72 Canada
72 Netherlands
70 France
70 Spain
69 Hong Kong
69 U.S.
67 S. Korea
66 Sweden
64 Argentina
61 S. Africa
59 U.S.
57 S. Africa
56 Germany
55 Turkey
53 Ireland
52 Sweden
50 Italy
59 Germany
59 Turkey
58 Italy
56 Colombia
56 Ireland
53 Brazil
Informed
Public
General
Population
67 Global 61 Global
49 Italy
48 Colombia
44 Japan
42 Brazil
38 Russia
32 Poland

50%
67 67 66
69
85
53
84
72
58
84
70
56
77
74
67
79
70 69
59
64
61
56
36
77
59
47
72
40
76
80
60 59
51
56
73
42
74
62
49
76
62
48
70
67
60
73
65 64
54
60
57
52
32
74
56
44
70
38
75
80
Global28
GDP5
Sweden
U.S.
Mexico
Brazil
China
Netherlands
Italy
India
Spain
Colombia
Australia
U.K.
S.Korea
Singapore
France
HongKong
Turkey
Argentina
S.Africa
Ireland
Poland
Indonesia
Germany
Japan
Canada
Russia
Malaysia
UAE
In 17 of 28 countries, there is a 5 point or higher gap between the Mass
Population and the Informed Public
Significant Trust Gap in More Than Half of Countries
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
11
Trust in the healthcare sector, Informed Public vs. Mass Population
Informed
Public
Mass
Population
15 10 10 9 8 8 7 7 613 12 11 8 7 5 5 5

50%
67
62
66
72
58
70
74
70
56
36
5960
55
51
62
49
62
67 65
52
32
56
Global28
EU
Sweden
Netherlands
Italy
Spain
U.K.
France
Ireland
Poland
Germany
In 6 of the 9 EU countries, there is a 5 point or higher gap between the
Mass Population and the Informed Public
Significant Trust Gap in More Than Half of Countries
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total and EU.
12
Trust in the healthcare sector in EU, Informed Public vs. Mass Population
Informed
Public
Mass
Population
15 10 9 7 58

50%
67
73
84 84
77
67
79
69
77
47
76
60
68
74
76
70
60
73
64
74
44
75
Global28
APAC
China
India
Australia
S.Korea
Singapore
HongKong
Indonesia
Japan
Malaysia
Significant Trust Gap in More Than Half of Countries
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total and APAC.
13
Trust in the healthcare sector in APAC, Informed Public vs. Mass Population
Informed
Public
Mass
Population
810 7 6 57
In 6 of the 9 APAC countries, there is a 5 point or higher gap between the
Mass Population and the Informed Public

50%
67 65
85
53
56
64
60
56
73
42
48
60
Global28
LATAM
Mexico
Brazil
Colombia
Argentina
Significant Trust Gap in More Than Half of Countries
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Public
and Mass Population, 28-country global total and LATAM.
14
Trust in the healthcare sector in LATAM, Informed Public vs. Mass Population
Informed
Public
Mass
Population
12 11 8
In 3 of the 4 LATAM countries, there is a 5 point or higher
gap between the Mass Population and the Informed Public

Trust In-Depth
Healthcare Sector

63%
58%
53% 52%
54%
66%
60%
55% 54% 53%
Industry Sub-sectors:
Hospitals Most Trusted;
Pharma and Insurance Least Trusted
16Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” General Population and Informed Public, 28-country global total, question asked of one-fifth the sample.
Hospitals, Clinics,
Other Medical Care
Facilities
Biotech/Life Sciences Pharmaceutical/
Drug Companies
Consumer Health/
Over the Counter
Insurance
(Private/Govt.
Run)
Trust in various industry sub-sectors, Informed Public vs General Population
General
Population
2015 2016

71
67
62
60
58
65
59
53
52 53
50%
Trust Gap in Healthcare Subsectors
17
Trust in the healthcare subsectors, Informed Public vs. Mass Population
Informed
Public
Mass
Population
Hospitals, Clinics,
Other Medical Care
Facilities
Biotech/Life Sciences Consumer Health/
Over the Counter
Insurance
(Private/Govt.
Run)
Pharmaceutical/
Drug Companies
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” Informed Public and Mass Population, 28-country global total, question asked of one-fifth the sample.
6 8 9 8 5

54%
60%
55%
65%
54%
47%
51%
57%
68%
53%
64%
72%
59%
63%
43%
40%
51%
47%
60%
46%
65%
67%
64%
74%
66%
18Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.” General Population, 28-country global total and regions, question asked of one-fifth the sample.
Global
North America
Latin America
European Union
APAC
General
Population
Industry Sub-sectors:
APAC Consistently More Trusting
Than Other Regions
Trust in various industry sub-sectors, global and regional
Biotech/Life SciencesPharmaceutical/
Drug Companies
Consumer Health/
Over the Counter
Insurance
(Private/Govt Run)
Hospitals, clinics,
and other medical
care facilities

54
51
70
63
71
66
59
50 48 51
45 46
77 75
68 69 68
56
50 49 49
44 42
40 38 38
45
38 37
53 52
81
76
73 73
62
57 57
54
49 48
72 72
62 60
55
50
47 47 47
43 42
38 36 36 35
33 32
Global27
GDP5
Malaysia
China
UAE
Mexico
Argentina
S.Korea
Australia
Japan
Spain
Canada
Indonesia
India
Singapore
Brazil
HongKong
S.Africa
U.K.
Sweden
U.S.
Russia
Netherlands
Germany
Italy
Turkey
France
Poland
Ireland
50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses
in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
Declining Trust in Pharmaceuticals
in More Than Half of Countries
19
Percent trust in pharmaceuticals industry sector,
2015 vs. 2016 (27-country global total)
Decreased or equal trust in 17 of 27 countries
+11 +13 -13 -10
General
Population
2015 2016

50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses
in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
53 53
63
74
64
71
65
55 55
51
53
50
56 54
46 48
43 42
39 38
66 68
61 61 59
48
36 34 33
55 56
76 75
73 73 71 69
62
59 59 59
56 55
54
49 47
43 42
39
65 63
57
50 48 47
31 30 28
Global27
GDP5
China
India
Mexico
UAE
Malaysia
Australia
Canada
Argentina
Italy
S.Korea
U.S.
S.Africa
Netherlands
France
Japan
Germany
Ireland
Sweden
Singapore
Indonesia
U.K.
Brazil
HongKong
Spain
Poland
Russia
Turkey
Increasing Trust in Consumer Health
20
Percent trust in consumer health, 2015 vs. 2016 (27-country global total)
Increased or equal trust in 18 countries
+13 +14 -11 -11
General
Population
2015 2016

Trust in Consumer Health and Pharma Diverges
Trust in consumer health and pharmaceutical sectors, General Population, 2012 - 2016
General
Population
21
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right.
Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q61F-65F. Now thinking about specific
sectors within the health industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not
trust them at all" and nine means that you "trust them a great deal". (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 25-country global total.
Note: From 2015-2016, Consumer Health included as subsector (Q61F-65F). From 2013-2015, Consumer Health included as an industry sector (Q43-60). 2013-2014 data recalibrated to 2015 sub-sector data.
Note: From 2015-2016, Pharmaceuticals included as subsector (Q61F-65F). From 2009-2015, Pharmaceuticals included as an industry sector (Q43-60). 2012-2014 data recalibrated to 2015 sub-sector data.
Pharmaceuticals
Consumer health
54 54 55
54
53
55 56
54
56
2012 2013 2014 2015 2016
50%
Consumer health
data not
available for
2012

50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses
in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
58
54
67
71
76
66 66
55
61
56
53
60
51 51 49 47
44
41
77
71 70 69
62
56 55
52 50 49 47
60
56
79 77 76
70 69
65 64
62 62 60
54 54
52 52
46 45
72 70
67 67
58
53 52
50 49
44
40
Global27
GDP5
China
Mexico
India
Argentina
Malaysia
Australia
Spain
S.Korea
Canada
France
Japan
Netherlands
U.K.
Russia
Turkey
Ireland
Indonesia
Brazil
UAE
Singapore
HongKong
Italy
S.Africa
U.S.
Poland
Germany
Sweden
Increasing Trust in Biotech/Life Sciences
22
Percent trust in biotech/life sciences industry sector,
2015 vs. 2016 (27-country global total)
Increased or equal trust in 16 of 27 countries
+12 +10
General
Population
2015 2016

50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses
in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
Increasing Trust in Hospitals/Clinics
23
Percent trust in hospitals/clinics industry sector, 2015
vs. 2016 (27-country global total)
Increased or equal trust in 19 of 27 countries
General
Population
2015 2016
63 64
75 74 73
67 67
77
72 72
65 66 66
52
65
57 57 57
47 46
31
78 78 78
62
60
55 54
51
66
69
81 81 81 81
78 77 75
73 71
69 69 67
66 66
62 60
57
47
31
74 74
69
59 58
53
51 50
Global27
GDP5
Malaysia
Australia
Canada
China
Mexico
UAE
U.K.
Singapore
Netherlands
France
Spain
S.Korea
U.S.
Argentina
Japan
Germany
Ireland
Russia
Poland
HongKong
India
Indonesia
Brazil
Sweden
S.Africa
Italy
Turkey
+14 +11 +15 +10

52 55
71
74
68
63
57
62 59 60
57
53
49 47 49 47 48
35
41
36
30
25
79
67 68
50
46
37
26
54
57
82
74 73 71
68 66 66
60 60
56
51 51 50 50
49 49 48
44
35
25
76
61
58
42
36 36
21
Global27
GDP5
China
India
Singapore
Canada
Australia
Spain
S.Korea
Malaysia
Germany
France
Japan
U.S.
Turkey
Mexico
Russia
Italy
Netherlands
Argentina
Ireland
S.Africa
UAE
Indonesia
HongKong
U.K.
Brazil
Sweden
Poland
50%
Source: 2016 Edelman Trust Barometer Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses
in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Question asked of one-fifth of the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
Increasing Trust in Health Insurance
24
Percent trust in health insurance industry sector, 2015
vs. 2016 (27-country global total)
Increased or equal trust in 20 of 27 countries
General
Population
2015 2016
+11 +11 +14 -10 -10

50%
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q65-439. Below is a list of companies. Please indicate how much you trust each
company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal” to do what is right. (Top 4
Box, Trust), question asked of half of the sample. Q61F-65F. Now thinking about specific sectors within the health industry, please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question
asked of one-fifth of the sample. General Population, 28-country global total.
Trust Can Also Range Within Pharma
25
Trust in healthcare sectors, and trust in blinded companies
General
Population
61
55 54
77
75
68 67
63 60 58 56
54
48 46
33 32
29
HealthCare
ConsumerHealth
Pharmaceuticals
TechCo.1
TechCo.2
PharmaCo.1
TechCo.3
Food&BevCo.1
EnergyCo.1
EnergyCo.2
CPGCo.1
Food&BevCo.2
Food&BevCo.3
CPGCo.2
PharmaCo.2
Conglomerate
Co.1
TechCo.4

Building Trust
Healthcare Sector

Trust-Building Behaviors:
Data, Quality and Safety are Critical; Biggest
Opportunities in Sustainable Business
Practices, Leadership and Transparency
Importance vs. performance of behavior in building trust in a healthcare company
%
Performance
%
Importance Gap
General
Population
27
Source: 2016 Edelman Trust
Barometer. Q335-440 How important is
each of the following behaviors to
building your TRUST in a company?
Use a 9-point scale where one means
that behavior is “not at all important to
building your trust” and nine means it is
“extremely important to building your
trust” in a company. (Top 4 Box,
Importance) Q345A-J How well do you
think the health industry is performing
on the behaviors listed below. Use a 9-
point scale where one means they are
“performing extremely poorly” and nine
means they are “performing extremely
well”. (Top 4 Box, Performing) General
Population, 28-country global total.
Protects consumer data 86 68 18
Ensures quality control 85 66 19
Keeps me and my family safe 81 66 15
Is transparent in reporting progress on company’s social responsibilities 80 56 24
Makes my life easier 80 65 15
Embraces sustainable business practices 80 58 22
Has leadership that effectively represents the interests of all stakeholders 79 57 22
Supports local charities and good causes 75 56 19
Develops intellectual property 74 61 13
Makes me feel connected to something bigger 70 53 17

Sector Falling Short on Trust-Building Behaviors
General
Population
Source: 2016 Edelman Trust Barometer Q335-440. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where
one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust)
General Population, 28-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed
below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 28-
country global total.
28
Gap in importance of behaviors in building trust vs. percent who
agree each industry is performing well against these behaviors
Technology Healthcare
Food &
Beverage
Financial
Services
Energy
Protects consumer data 19 18 23 21 24
Ensures quality control 11 19 16 23 23
Keeps me and my family safe 15 15 21 23 20
Is transparent in reporting progress on company’s social responsibilities 18 24 23 24 26
Makes my life easier 1 15 11 16 12
Embraces sustainable business practices 14 22 18 21 22
Has leadership that effectively represents the interests of all stakeholders 14 22 20 22 25
Supports local charities and good causes 15 19 17 20 22
Develops intellectual property 1 13 14 18 17
Makes me feel connected to something bigger 4 17 17 17 19
AVERAGE GAP 11 18 18 21 21

54
79
77
71
68 68 67 66 65
63
59
55 55
53
51 50 50 49 49 49
44 44 43
40
38 37
32
28
14
3 4
6 9 10
16
4
9
18
13
10
23
12
9
17
21
11
19
22
16
13
11
19
31
10
23
13
Majority Agree:
Not Enough Government Regulation in Healthcare
29Source: 2015 Edelman Trust Barometer Q381. When it comes to government regulation of the health industry, do you think that your government regulates it too much, not enough or the right amount? General
Population, 27-country global total.
General
Population
Percent who agree government regulates too much vs not enough, 2015
(27-country global total)
50%
Not Enough
Regulation
Too Much
Regulation
2015

73%
69%
69%
67%
64%
The health industry ... the health
system
The food and beverage industry ...
food/nutrition policy
The technology industry ... privacy
issues
The energy industry ... energy
policy
The financial services industry ...
the future of the banking system
Regulation:
Consumers Want Industry Active in the Debate
Source: 2015 Edelman Trust Barometer Q265-386. Please indicate how much you agree or disagree with the following statements? General Population, 27-country
global total.
30
Percent who agree with each statement, 2015 (27-country global total)
General
Population
When policymakers are
developing new regulations,
they should consult with
multiple stakeholders
69% agree
2015

A Challenge for
Leadership
Healthcare Sector

CEOs Expected to Deliver More Than Financial Results
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country
global total, question asked of half the sample.
32
Percent who agree that CEOs should be personally visible in discussing…
8in10
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
7in10
Financial
Results
General
Population

51 51
27
30 31 31
37 39 39
40 44 44 45 45 46 46 48 48
52
55 56 56
61 62
69 71 73 74
78
81
Global28
GDP5
Poland
Sweden
Ireland
Russia
Italy
Germany
Netherlands
France
S.Africa
Japan
U.K.
Colombia
U.S.
Turkey
Canada
Spain
Argentina
S.Korea
Australia
HongKong
Brazil
Singapore
Mexico
Indonesia
UAE
Malaysia
India
China
More Than Half of Countries
Do Not Trust Healthcare CEOs
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the health industry to do what is right. Please use the 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global
total.
33
Percent who trust CEOs to do what is right, healthcare sector
General
Population
50%
In 20 of the 28 countries, the general population do not trust healthcare CEOs to
do what is right

61%
54%
51%
48% 46%
75%
63%
61%
52%
57%
Healthcare CEOs
Trusted Less Than Their Industry
Source: 2016 Edelman Trust Barometer Q450. Please indicate how much you trust CEOs in the [INSERT INDUSTRY] industry to do what is right. Please use the
9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Q45-429. Please indicate
how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not
trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.
34
Trust in the sector vs. trust in CEOs in the sector
Sector TrustTrust in CEOs
in this Sector
Technology Food & Beverage Healthcare Financial Services Energy
General
Population

61%
52% 51%
62%
60%
53%
40% 41%
52% 52%
A Missed Opportunity for
Healthcare to Lead on Societal Issues
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? (Yes summary) General Population, 28-country global total, question was asked of half the
sample.
35
Respondents who say their company and their CEO are
engaged in societal issues, by industry sector
CEO
engaged
Company
engaged
Technology Food & Beverage Healthcare Financial Services Energy
General
Population

Employee
Advocacy
Healthcare Sector

25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments?
Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and
prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s
innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General
Population, 28-country global total.
37
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson

78%
73% 71%
80%
74%
69%
60% 60%
69%
62%
Trust in Healthcare Employers Lowest of Sectors
Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust
each to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box,
Trust) General Population, 28-country global total, question was asked of half the sample.
38
Trust in their employer vs. trust in other companies in the sector
in which they work
Trust Others
in Sector
Trust Employer
Technology Food & Beverage Healthcare Financial Services Energy
General
Population

Healthcare
employees of CEOs
NOT engaged in
societal issues
Healthcare
employees of CEOs
who are engaged in
societal issues
Employee Advocacy in Healthcare Increases
With CEO Societal Issue Engagement
39
Percent who agree with each statement, comparing employees of
companies whose CEOs are involved in addressing broader
societal issues vs. those who do not, healthcare sector
62
64
64
64
72
75
82
Recommend company as an employer
Motivated to perform
Stay working for the company
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
Impact of
CEO
Engagement
11
14
16
24
22
21
23
93
89
88
88
86
85
85
General
Population
Level of Employee Advocacy/Commitment
Source: 2016 Edelman Trust Barometer Q527-529 Does your company’s CEO get involved in addressing broader societal issues beyond the core business,
through programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the
following statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, 28-country global total, question was asked of half the sample.

Employees of
healthcare companies
NOT engaged in
societal issues
Employees of
healthcare
companies engaged
in societal issues
Employee Advocacy in Healthcare Sector
Increases With Societal Issue Engagement
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through
programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following
statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, 28-country global total, question was asked of half the sample. 40
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal issues
vs. those who do not, healthcare sector
63
57
61
60
67
69
80
Motivated to perform
Recommend company as an employer
Stay working for the company
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
Impact of
Company
Engagement
14
22
22
27
24
27
20
94
91
89
87
85
84
83
General
Population
Level of Employee Advocacy/Commitment

Implications for Healthcare Companies
41
 Is transparent in reporting progress on a company’s social responsibilities
 Embraces sustainable business practices
 Has leadership that effectively represents the interests of all stakeholders
 Protect consumer data
 Ensure quality control
 Keep me and my family safe
Address the gaps between expectations and performance:
Continually deliver against what is of stated importance worldwide:

Implications for Healthcare Companies
42
ADDRESS CONSUMER EXPECTATIONS
Understand what they are and address the gaps between expectations and performance.
GET INVOLVED
Healthcare companies have been given a license to become involved in ongoing debates about the surrounding
healthcare system.
Employee trust and advocacy is linked to a company’s engagement in societal issues, as well as a CEO’s
association with those issues.
ACTIVATE YOUR CEO
BUILD EMPLOYEE ADVOCACY
Ensure employees understand the company’s work on social issues and address enterprise-specific issues to
build trust and belief, and empower employees to engage with external audiences with appropriate guardrails.
GET PERSONAL
Those on the frontlines delivering care have a trust advantage. How can you better serve your stakeholders
so they experience a personal touch and feel you have their best interests at heart?