This survey of over 1,000 US consumers was commissioned by Innoplexus, a leading pharmaceutical innovation firm, and conducted by Haven Insights, a leading research firm who works with MIT, Stanford, and others.

1. US Consumer Perceptions
of Pharmaceutical Companies
Prepared for

2. Representative Sample
In consultation with Innoplexus AG, Haven Insights
launched this survey via Fulcrum Exchange to a sample of
1,018 (953 after data-cleaning) consumers.
This study’s sample is a United States national
representation template. By design, it approximates the
United States population on age, gender, education and
region, in order to gain a holistic perspective on the survey’s
topic—one that affects all Americans to a more or less equal
degree.
Data Analysis & Cleaning
Haven Insights analyzed this survey in order to clearly
display respondents’ answers to each survey question, along
with how demographic variables correlate with answers to
topical questions about respondents’ perceptions.
Haven Insights cleaned this data post-fielding by flagging
responses that exhibited speeding, flatlining, or blatant
contradictions across questions.
The result is a cleaned dataset of 953, after discarding 65
responses for quality concerns
Notes on Methodology

3. Demographics
Age, gender, race/ethnicity,and other demographic descriptors of the sample.

4. Gender
• 51% Female
• 49% Male
• <1% “Other”
Race/Ethnicity
• 69% Caucasian/White
• 12% African American
• 9% Hispanic
• 6% Asian/Pacific Islander
• 2% Native American
• 2% Other
General Demographics
Age
• 25% 18-29 years
• 20% 30-39 years
• 13% 40-49 years
• 17% 50-59 years
• 26% 60+ years
Education
• 4% Less than high school
• 24% High school/GED
• 39% Some college
• 23% 4-year College degree
• 9% Master’s Degree
• 2% Doctoral degree

5. Behavioral Questions
Topline findings regarding consumers’experience purchasingmedications over the past 12 months.

6. Money Spent on
Medication
59%
23%
12%
6%
Less than $200 dollars $201 to $499 dollars $500 to $999 dollars $1,000 dollars or more
40% of respondents spent $200 dollars or
more on prescription medication for
themselves and members of their immediate
family in the past 12 months.
N=953; To the best of your knowledge, how much money have you spent on prescription medication in the past 12 months? This includes
prescriptions for yourself and members of your immediate family (e.g., spouse, children).

7. Equal, Less, or
Relatively Equal
28.5%
19.7%
51.8%
More
Less
Relatively equal
81% of respondents spent more or a
relatively equal amount of money on
prescription medication in the past 12 months
than they have in the past.
N=953; Would you say this amount of money is more, less, or relatively equal to what you have spent on prescription medication in the past?

8. Why Money Spent
Increased
29%
36%
23%
13%
The cost of making drugs
has increased.
My insurance company
changed and increased the
cost of co-pays for
prescriptions
Pharmaceutical or drug
companies have
unjustifiably increased the
price of drugs
I do not know
Of the respondents who said they have spent
more money on prescription medication in
the past 12 months, 23% said they believe the
increase is because pharmaceutical or drug
companies have unjustifiably increased the
price of drugs.
N=272; Why do you believe the money you have spent on prescription medicationin the past 12 months is more than what you have spent in the past?

9. Perception Deep-dives
Topline findings regarding consumers’perceptions of pharmaceutical companies in the US.

10. View of Pharmaceutical
or Drug Companies
5.2%
14.8%
32.5%
28.1%
19.3%
Very Positive Positive Neutral Negative Very Negative
Almost half of those surveyed (47%) have a
negative or very negative view of
pharmaceutical or drug companies in the
United States. In fact, just 5% of respondents
said they have a very positive view.
N=953; On a scale from 1 to 5, with 1 being very negative and 5 being very positive, how would you describe your view of
pharmaceutical or drug companies in the United States?

11. Perceptions: Pricing,
Money & Costs
31%
36%
29%
29%
33%
39%
43%
48%
0% 10% 20% 30% 40% 50% 60%
They do not work with the government or health
insurers to set reasonable prices for medications
They increase the cost of medications without warning
They care more about making money than they do
about helping patients with their health problems
They charge unreasonably high prices for medication
Strongly Agree Somewhat Agree
Overall, respondents indicated the strongest
level of agreement with issues involving
pricing, money, and costs. In fact, the vast
majority of those surveyed said they strongly
agree or somewhat agree that pharmaceutical
or drug companies:
• charge unreasonably high prices for medication
• care more about making money than they do
about helping patients with their health
problems
• increase the cost of medication without warning
• do not work with the government or health
insurers to set reasonable prices for medications
N=953; On a scale of 1 to 5, with 1 being strongly disagree and 5 being strongly agree, what is the extent to which you agree with the
following statements about pharmaceutical or drug companies in the United States.

12. Perceptions:
Transparency
34%
32%
33%
35%
21%
24%
29%
35%
0% 10% 20% 30% 40% 50%
They lack transparency about data that is collected
from clinical trials
They are slow to report results from negative clinical
trials (e.g., being slow to publish "negative data")
They lack transparency about payments to healthcare
professionals that might create a conflict of interest
(e.g., how much they pay physicians who offer advice
on clinical trials, lead clinical trials etc.)
They lack transparency about what goes into the cost
of medications (e.g., why medications cost what they
do)
Strongly Agree Somewhat Agree
Most respondents said they strongly agree or
somewhat agree that pharmaceutical or drug
companies:
• lack transparency about payments to healthcare
professionals that might create a conflict of
interest
• lack transparency about what goes into the cost
of medications
• are slow to report results from negative clinical
trials
• lack transparency about data that is collected
from clinical trials
N=953; On a scale of 1 to 5, with 1 being strongly disagree and 5 being strongly agree, what is the extent to which you agree with the
following statements about pharmaceutical or drug companies in the United States.

13. Perceptions:
Miscellaneous
30%
30%
24%
16%
19%
21%
0% 10% 20% 30% 40%
They improperly manage adverse events and public
relations
They are preoccupied with medications that only offer
short-term health benefits
They do not give back to local communities
Strongly Agree Somewhat Agree
More than 40% of respondents said they
strongly agree or somewhat agree that
pharmaceutical or drug companies:
• do not give back to local communities
• are preoccupied with medications that only offer
short-term health benefits
• improperly manage adverse events and public
relations
N=953; On a scale of 1 to 5, with 1 being strongly disagree and 5 being strongly agree, what is the extent to which you agree with the
following statements about pharmaceutical or drug companies in the United States.

14. Perceptions: Pricing,
Money & Costs
32%
30%
27%
24%
47%
49%
51%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Warn patients about potential increases in the price of
medications
Work with the government and health insurers to set
reasonable prices for medications
Focus on helping patients, not making money off their
health problems
Charge reasonable prices for medication
Extremely Important Very Important
Overall, respondents indicated the highest
levels of importance for issues involving
pricing, money, and costs. In fact, the vast
majority of those surveyed said it is
extremely important or very important that
pharmaceutical or drug companies:
• charge reasonable prices for medication
• focus on helping patients, not making money off
their health problems
• work with the government and health insurers to
set reasonable prices for medications
• warn patients about potential increases in the
price of medications
N=953; On a scale from 1 to 5, with 1 being not at all important and 5 being extremely important, how important do you believe it is for
pharmaceutical or drug companies in the United States to do the following:

15. Perceptions:
Transparency
31%
31%
31%
34%
33%
33%
23%
30%
34%
35%
40%
41%
0% 10% 20% 30% 40% 50%
Hold periodic forums or meetings that are open to the
public
Advocate data transparency and welcome "probing"
and the evaluation of data that is collected from
clinical trials
Be transparent about payments to healthcare
professionals that might create a conflict of interest
(e.g., how much they pay physicians who offer advice
on clinical trials, lead clinical trials etc.)
Share more information about scientific and medical
breakthroughs with the public (e.g., social media
accounts)
Be transparent about what goes into the cost of
medications (e.g., why medications cost what they do)
Be quick to report results from negative clinical trials
(e.g., being slow to publish "negative data")
Extremely Important Very Important
Most respondents said it is extremely
important or very important that
pharmaceutical or drug companies practice
transparency with regards to:
• results from negative clinical trials
• what goes into the cost of medications
• scientific and medical breakthroughs
• payments to healthcare professionals
• data transparency and probing of data
• their on goings by holding periodic forums or
meetings that are open to the public
N=953; On a scale from 1 to 5, with 1 being not at all important and 5 being extremely important, how important do you believe it is for
pharmaceutical or drug companies in the United States to do the following:

16. Perceptions:
Miscellaneous
21%
34%
34%
33%
20%
23%
28%
45%
0% 10% 20% 30% 40% 50%
Stop advertising about medications on television
and/or social media
Do a better job managing adverse events and public
relations
Give back to local communities
Focus on developing medications that offer long-term
health benefits
Extremely Important Very Important
More than 40% of respondents said it is
extremely important or very important that
pharmaceutical or drug companies:
• focus on developing medications that offer
long-term health benefits
• give back to local communities
• do a better job managing adverse events and
public relations
• stop advertising about medications on television
and/or social media
N=953; On a scale from 1 to 5, with 1 being not at all important and 5 being extremely important, how important do you believe it is for
pharmaceutical or drug companies in the United States to do the following:

17. Perceptions: Pricing,
Money & Costs
28%
28%
26%
21%
34%
35%
38%
42%
0% 10% 20% 30% 40% 50%
They worked with the government and health insurers
to set reasonable prices for medications
They warned patients about potential increases in the
price of medications
They charged reasonable prices for medication
They focused on helping patients, not making money
off their health problems
Very Likely Somewhat Likely
More than 60% of respondents said it is very
likely or somewhat likely that their beliefs
would improve if pharmaceutical or drug
companies:
• focused on helping patients, not making money
off their health problems
• charged reasonable prices for medication
• warned patients about potential increases in the
price of medications
• worked with the government and health insurers
to set reasonable prices for medications
N=953; On a scale from 1 to 5, with 1 being extremely unlikely and 5 being extremely likely, what is the likelihood that your beliefs
about pharmaceutical or drug companies in the United States would improveif they did the following:

18. Perceptions:
Transparency
28%
29%
30%
30%
29%
33%
21%
26%
26%
29%
31%
40%
0% 10% 20% 30% 40% 50%
They spondored periodic forums or meetings that
were open to the public
They advocated data transparency and welcomed
"probing" and the evaluation of data that is collected
from clinical trials
They were transparent about payments to healthcare
professionals that might create a conflict of interest
(e.g., how much they pay physicians who offer advice
on clinical trials, lead clinical trials etc.)
They were quick to report results from negative
clinical trials (e.g., being slow to publish "negative
data")
They shared more information about scientific and
medical breakthroughs with the public (e.g., social
media accounts)
They were transparent about what goes into the cost
of medications (e.g., why medications cost what they
do)
Very Likely Somewhat Likely
Most respondents said it is very likely or
somewhat likely that their beliefs about
pharmaceutical or drug companies would
improve if they were transparent about:
• what goes into the cost of medications
• scientific and medical breakthroughs
• results from negative clinical trials
• payments to healthcare professionals
• data transparency and probing of data
• their going ons by sponsoring periodic forums
or meetings that were open to the public
N=953; On a scale from 1 to 5, with 1 being extremely unlikely and 5 being extremely likely, what is the likelihood that your beliefs
about pharmaceutical or drug companies in the United States would improveif they did the following:

19. Perceptions:
Miscellaneous
19%
29%
28%
28%
21%
23%
23%
38%
0% 10% 20% 30% 40% 50%
They stopped advertising about medications on
television and/or social media
They did a better job managing adverse events and
public relations
They gave back to local communities
They focused on developing more medications that
offer long-term health benefits
Very Likely Somewhat Likely
Approximately 40% of respondents said it is
very likely or somewhat likely that their
beliefs about pharmaceutical or drug
companies would improve if they:
• focused on developing medications that offer
long-term health benefits
• gave back to local communities
• did a better job managing adverse events and
public relations
• stopped advertising about medications on
television and/or social media
N=953; On a scale from 1 to 5, with 1 being extremely unlikely and 5 being extremely likely, what is the likelihood that your beliefs
about pharmaceutical or drug companies in the United States would improveif they did the following:

20. Segmentations
Cutting the data by age reveals significant differences on key perceptionmetrics.

21. View of Pharmaceutical
Companies (by age)
23%
20%
24%
34%
38%
13%
22%
19%
17%
25%
0% 10% 20% 30% 40% 50%
18 to 29 years old
30 to 39 years old
40 to 49 years old
50 to 59 years old
60+ years old
Very Negative Negative
Negative views of pharmaceutical or drug
companies increase with age, with
respondents who are 60+ years old having the
most negative views of all age groups.
Pharmaceutical or drug companies have the
opportunity to continue fostering a favorable
view of themselves in the minds of younger
generations by proactively addressing
concerns over pricing, money, and costs and
issues of transparency.
N=953; On a scale from 1 to 5, with 1 being extremely unlikely and 5 being extremely likely, what is the likelihood that your beliefs
about pharmaceutical or drug companies in the United States would improveif they did the following:

22. Pricing for Medication
(by age)
36%
43%
49%
53%
60%
43%
48%
61%
68%
73%
32%
34%
43%
41%
43%
0% 10% 20% 30% 40% 50% 60% 70% 80%
18 to 29
30 to 39
40 to 49
50 to 59
60+
Age: Reasonable Prices for Medication*
Likelihood: They charged reasonable prices for medication
Importance: Charge reasonable prices for medication
Agreement: They charge unreasonably high prices for medication
Negative views of pricing for medication
increase with age, with respondents who are
60+ years old being the most likely to state
they believe pharmaceutical or drug
companies charge unreasonably high prices
for medication and that they should charge
less money for medication.
N=953
(1) On a scale from 1 to 5, with 1 being extremely unlikely and 5 being extremely likely, what is the likelihood that your beliefs about pharmaceutical or drug companies in the United States would improve if
they did the following.
(2) On a scale from 1 to 5, with 1 being not at all important and 5 being extremely important, how important do you believe it is for pharmaceutical or drug companies in the United States to do the following
(3) On a scale of 1 to 5, with 1 being strongly disagree and 5 being strongly agree, what is the extent to which you agree with the following statements about pharmaceutical or drug companies in the United
States
*All percentages inthis table arebasedon the percentage of respondents whogave a score of
5.

23. End
For questions about this report, contact Nick Freiling at nick.freiling@haveninsights.com.