Indian pharmaceutical companies form a majority within the list of the leading pharmaceutical companies in India in terms of corporate image and reputation. In a recent survey conducted by ACNielsen ORG-MARG's Pharma Corporate Image Monitor (Pharma CIM) the important parameters of evaluation for pharma companies were the quality, efficacy and affordability of products.

In the survey, which was conducted across 12 locations in India a sample of 1500 respondents from both the medical and non-medical community, the overall reputation and image of a company was also another parameter that the respondents took into consideration. This study is learnt to be the largest syndicated source of its kind.

These perceptions of image and reputation are known to have a remarkably powerful impact on the way in which doctors decide which drug to prescribe.

In the survey, Ranbaxy India tops the overall image charts and is followed by GlaxoSmithKline, Dr.Reddy's Laboratories and Cipla. Other Indian pharmaceutical companies that comprise the top 10 list are Sun Pharma, Zydus Cadila and Nicholas Piramal. The MNC pharmaceutical companies besides GlaxoSmithKline that find mention within the list are Pfizer, Aventis Pharma and Novartis. Evidently, the fact that the Indian companies that find mention in this list are strong, active players in the domestic market and are considered to produce quality products at an affordable price, has a bearing on their rankings, the study says.

Another important yardstick used to gauge the acceptability of, and affinity for a company's products within the pharmaceutical industry is most obviously the image of a company's medical representatives. Amongst the companies ranked within the top 10, interesting differences between their overall image and the image of their medical representatives reveal opportunities to improve corporate image and plan image management and communication strategies.

While Dr.Reddy's ranks third in terms of overall image, it slips one rank when evaluated on the image of its medical representatives. In the case of Cipla however, it ranks third in terms of the image of its representatives despite ranking fourth in terms of its overall corporate image. This clearly indicates that companies can better identify and utilize their strengths in different areas to boost their overall image. Dr.Reddy's for instance can use the advantage of having a stronger overall score to leverage its corporate brand within its communication and marketing. Cipla however, would benefit more from using the positive image of its medical representatives amongst doctors in its marketing and distribution thereby creating a positive rub-off for its corporat brand, the survey says.

Other companies like Aventis Pharma and Novartis however, would do well to leverage their strong overall position. Despite featuring amongst the top 10 in terms of overall image, these companies do not find mention in the top 10 list when it comes to the image of their medical representatives vis-à-vis other pharma companies.

Amongst respondents, those belonging to the medical community comprise general practitioners as well as doctors from all the major specialties. The non-medical sample captures the perceptions of other key audiences such as financial analysts, pharmaceutical journalists, pharmaceutical students, management students and employees of pharma companies.

ACNielsen ORG-MARG's Pharma Corporate Image Monitor is the study on the perception of pharmaceutical companies in India. Conducted across the country this study analyzes the factors driving the perception of pharmaceutical companies and provides them with an accurate measure of their image amongst the medical community comprising doctors of all major specialties as well as key non-medical audiences that are influencers of corporate image.

Click here to view Table showing Ranking based on Company Image

Click here to view Table showing Ranking based on Representative Image

Click here to view Table showing Key factors for Company Evaluation