Rebranding Pharma's Image

“In 1997, 80 percent of the public viewed the pharma industry as favorable. That figure dropped 35 percentage points the following year and has been in free fall ever since,” said David Stern, executive vice president, Endocrinology, EMD Serono, Rockland, Mass., during his keynote address at the Fourth Annual Pharmaceutical Meeting Planners Forum, citing data from a recent study conducted by Harris Interactive.