Brands in Motion found that 61% of respondents across the 7 countries surveyed would shame a prescription health brand if it stepped out of line. Exponential expectations Some of the greatest moments in people’s lives — graduating from school, buying your first house, welcoming your newborn child into the world, celebrating a promotion, fully enjoying your retirement — wouldn’t be possible for many people without the valuable outcomes of the healthcare industry. Yet people don’t necessarily credit healthcare brands with making these moments possible. They view them as an inalienable right. They expect to be healthy. They expect there to be treatments for what ails them. They expect affordable access to the best medical care. And when these expectations aren’t met, the result is distrust, apathy and a belief that they have been betrayed. Unfortunately, the pharmaceutical industry is frequently the target of these frustrations. 3