ASTOUNDCOMMERCE.COM ASTOUND HEALTH REPORT 2023 +Trust in the GLOBAL UK NORTH AMERICA LATAM Industry Trust in Information Sources EUROPE MENA 55% 52% 58% Four in five health consumers trust the My family and/or friends 50% information they receive from their personal 61% providers and pharmacists. When it comes to 65% the pharmaceutical industry, it’s a bleaker picture. Biopharma companies are fighting an uphill public 66% relations battle, particularly in North America 65% where the opioid epidemic has spawned multiple Medical websites 58% prestige television series and a widely publicized (e.g., WebMD.com, NHS.uk, ec.europa.eu, etc.) 71% multibillion-dollar settlement from the Sackler 76% family in the last two years alone. 69% Despite stringent legal requirements surrounding 44% what information drug companies can 42% disseminate and the fact that companies are What I research on Google 42% unambiguous almost to a fault when describing 38% 50% medications and their unpleasant side effects, less than half (45 percent) of global consumers 59% trust information from drug companies about drugs and treatment options, and just 50 percent 81% believe “all the information” drug companies 85% provide is truthful—and those numbers drop to My healthcare provider(s) 70% 42 and 44 percent, respectively, in North America. 80% Latin America, on the other hand, shows the 85% 85% highest level of confidence in information put out by drug companies of the regions we surveyed. 80% 81% My pharmacist 78% 81% 79% 77% 45% 42% Drug companies 42% 46% 60% + 48% Providing useful, personalized 21% content to health consumers can 19% Non-medical websites 23% help biopharma companies build (e.g., blogs or social media platforms) 20% product trust and awareness 22% 26% Figure 13: Percentage of respondents by region expressing agreement with the following statement: “I trust the information about drugs and other medical treatment options that comes from . . .” 20 21