US pharmaceuticals companies risk losing customers unless they do more to stress their commitment to improving people's health, according to a survey of perceptions of the industry to be released today.

With the public playing a growing role in choosing their medicines, four-fifths of consumers say they may switch between brands based on their views of the manufacturer's efforts to develop medicines for unmet medical needs, and make them safe and affordable.

From a poll of more than 500 consumers questioned by PwC, 78 per cent said they considered a company's reputation when making drug treatment decisions.

The findings come in spite of the traditional dominance of doctors' recommendations in the choice of medicines for patients. It also appears to run counter to the view among most pharmaceuticals industry executives that consumer perception is largely irrelevant in healthcare.

The study argued that with increased cost-sharing in the US healthcare sector - notably through co-payments and competitive health plans with high deductibles - consumer power over the choice of medicines was growing.

The analysis highlighted wide gaps between public perceptions of the pharmaceuticals industry and the views of industry executives. It advised companies to stress safety and health promotion.

Consumers underestimated the research and development required to bring a new drug to market.