NPS+ Haemophilia A (US) 2018

Why are US haemophilia A brands failing to stand out with physicians?

There are various options available to US haematologists treating haemophilia A. And most brands, it would seem, are having a torrid time in carving out loyalty and satisfaction with physicians. What are the key factors driving physician choice and how does each of the leading brands compare to its competitors?

NPS+ Haemophilia A (US) gives a unique insight into the overall brand health of 13 leading treatments for haemophilia A currently being used in North America. 100 haematologists were surveyed on key issues including brand messaging, prescribing behaviour and satisfaction levels. The results provide valuable insight for brand marketers seeking new ways to stand out. 

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• Where’s the love? In the US, only 1 of the 13 brands surveyed obtained a positive NPS, and just barely. Which ones lead the way? Which brands are in the chasing pack? And is your brand in the mix?
• Brand loyalty is difficult to come by. Loyalty scores of less than 3 indicate low loyalty, and none of the brands surveyed managed to score above this magic number. Is clinical differentiation really that low?
• Does low loyalty translate into low satisfaction? Less that 60 percent of surveyed physicians are satisfied with the numerous drugs on offer, and this is shared across multiple brands. What’s the cause, and what can be done about it?
• Is there a dominant brand message? Find out which messages are resonating with physicians, and take your brand’s positioning strategy to another level.
• In their own words. What do doctors say each brand means to them? For example, which brand is described as a ‘cornerstone of therapy’ and which brand is dubbed as having ‘no advantage over other plasma derived preparations in haemophilia A’?

• Advate (rurioctocog alfa; Shire)
• Adynovate (rurioctocog alfa pegol; Shire)
• Alphanate (factor VIII/von Willebrand factor concentrate; Grifols)
• Eloctate (efmoroctocog alfa; Bioverativ/Sanofi)
• Feiba (Anti-Inhibitor Coagulant Complex; Shire)
• Hemlibra (emicizumab-kxwh; Roche)
• Humate-P (Antihemophilic Factor/von Willebrand Factor Complex [Human]; CSL Behring)
• Helixate FS (octocog alfa; CSL Behring)
• Kovaltry (octocog alfa; Bayer)
• Kogenate FS (octocog alfa; Bayer)
• NovoEight (turoctocog alfa; Novo Nordisk)
• Nuwiq (simoctocog alfa; Octapharma)
• Xyntha (moroctocog alfa; Pfizer)

NPS+ Haemophilia A (US) offers valuable insight into brand loyalty from the perspective of those currently prescribing treatments for haemophilia A to patients. You’ll discover:

• Exactly how satisfied the US market is.
• How loyal doctors are to your brand.
• How many other brands your Promoters recommend.
• Which other brands your Promoters and Detractors recommend.
• How much market share your brand has among Promoters and Detractors.
• How much more of a brand Promoters prescribe than Detractors.
• Which messages Promoters, Passives and Detractors associate with your brand.
• Your brand DNA: what doctors really think of your brand—in their own word.

A Report Based on Expert Knowledge

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.

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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