NPS+ Rheumatoid Arthritis (EU5)

RA Drug Manufacturers: How Does Brand Loyalty Affect Your Market Share?

Mar 10, 2016, 18:47 ET from Reportlinker

NEW YORK, March 10, 2016 /PRNewswire/ -- Are European rheumatologists satisfied with the rheumatoid arthritis (RA) treatments on the market? How loyal are they to your brand? How likely are they to switch? And how can you use that information to improve your brand's health?
Find out, and get answers to other important questions for RA brands in FirstView's NPS+ Rheumatoid Arthritis report. 
Building on the highly respected net promoter score (NPS), the report gives you a detailed view on how brand loyalty and recommendation affect your market share. Plus it explores how doctors perceive your brand, and shows you which promotional messages drive the most recommendations.

Find out How Doctors View MS Brands

Cimzia: Which leading brand's Promoters almost all promote Cimzia as well?
Enbrel: Enbrel and Humira are neck and neck. Which one has the edge in loyalty? What about in market share?
Humira: Which other brand is most prescribed by all of Humira's Promoters?
MabThera: brand DNA highlights some specific concerns about MabThera administration. Do they affect the way promotional messages drive recommendations?
Orencia: Does long-term safety or efficacy drive more Orencia recommendations?
Remicade: Which brand stands to gain more market share by converting its Detractors to Promoters, Remicade, RoActemra or Simponi?
RoActemra: Do more Promoters associate RoActemra with slowing the progression of RA or positively impacting patients' quality of life?
Simponi: some of its Detractors in the US complain that Simponi's effect doesn't last a full month. Do any Detractors in the EU5 countries agree?

Get answers to key questions about brand loyalty
NPS+ Rheumatoid Arthritis explores key issues affecting brand loyalty for RA drug manufacturers. You'll learn:

How satisfied the RA market is.
How loyal rheumatologists are to your brand.
How many other brands are promoted by your Promoters.
Which other brands are promoted by your Promoters and by your Detractors.
How much market share your brand has among Promoters and Detractors.
How much market share you would gain if Detractors became Promoters.
Which messages Promoters, Passives and Detractors associate with your brand.
Your brand DNA: what rheumatologists really think of your brand—in their own words.

Results are presented in clear, intuitive KPIs that highlight areas where your brand can improve, and make it easy to see what your next steps are.

Top Takeaways

More than half of brands have a negative NPS: Most are in slightly negative territory, and the last-place brand lags far behind the rest.
Satisfaction is high, but lower than in the US market: in the EU5 RA market, over 10% more rheumatologists are dissatisfied with available brands than in the US.
Exclusivity is low: Despite high overall satisfaction, few rheumatologists promote one brand exclusively.
Rheumatologists are comfortable switching brands: Every brand's Promoters tend to promote several other brands as well.
Few clear favourites among Detractors: Brand detractors also tend to promote several other brands more or less equally
Cost not a high priority: For RA drugs clinical attributes drive recommendations far more than cost concerns. Learn which ones are the biggest drivers.
Long tail for market share: Share among Promoters hovers between 10% and 13% for all but a few brands, and tends not to be much larger than share among Detractors.

A Report Based on a Survey of Prescribing Neurologists
We surveyed 150 EU5 (France, Italy, Germany, Spain, UK) rheumatologists, chosen from the largest community of validated physicians in the world. The same community that pharma market researchers trust for reliable, fast intelligence.

Included Brands

Cimzia (certolizumab pegol; UCB)
Enbrel (etanercept; Pfizer)
Humira (adalimumab; AbbVie)
MabThera (rituximab; Roche)
Orencia (abatacept; Bristol-Myers Squibb)
Remicade (infliximab; Merck and Co.)
RoActemra (tocilizumab; Roche)
Simponi (golimumab; Merck Sharpe & Dohme)

What is Net Promoter® Score?

NPS is a customer loyalty metric developed by (and a registered trademark of) Fred Reichheld, Bain & Company, and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article One Number You Need to Grow.

How does NPS work??NPS measures overall brand satisfaction and loyalty by asking one simple question:
"How likely are you to recommend this brand to a colleague?"
Responses - given on a scale of 0 (not at all likely) to 10 (extremely likely)—are used to classify respondents into 3 categories:??Detractors are those who answer 0 – 6.?Passives are those who answer 7 – 8.?Promoters are those who answer 9 - 10.

How is NPS calculated??The percentage of detractors - the percentage of promoters = NPS.??For example, 25% Promoters, 55% Passives and 20% Detractors give you an NPS of +5.??NPS can range from -100 (everybody is a Detractor) to +100 (everybody is a Promoter). The higher the score the healthier the brand.

What is FirstView NPS+?
NPS+ turns your Net Promoter Score into actionable information by answering key questions about brand loyalty.

Each NPS+ report examines doctors' relationships with the brands used to treat a major disease area—measuring brand loyalty and showing you how it affects your market share. NPS+ also examines "brand DNA", revealing in doctors' own words what brands mean to them.

Instead of one simple metric, NPS+ gives you a detailed picture of brand health that highlights areas for improvement, and helps you see exactly what steps you need to take next.

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