Abstract
Until recently the ‘ethical’ pharmaceutical industry had an unassailable set of social, political, technological and economic credentials. Its single-minded pursuit of integrity was widely respected, and its reputation, image and influence were without equal. The reputation that took decades to build has now become severely tarnished. With stakeholder trust at an all time low, the industry is now the recipient of especially vehement criticism. The strategy to rebuild the reputation of the industry will require a deep understanding of the agendas and needs of all relevant stakeholders so that expectations can be fully met. This document explores a number of possible strategic and tactical initiatives to rebuild stakeholder trust and to restore the reputation, image and influence of the industry.
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