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NPS+ Multiple Sclerosis (EU5) 2016

Product Code:
596200676
Publication Date:
December 2016
Format:
PDF
Price:
£1,895

One brand comes out ahead as low satisfaction scores plague MS therapies. Is your brand far behind?

Multiple Sclerosis (MS) therapies have a big perception problem in the EU5 countries. Nearly half of the doctors we surveyed are unhappy with available brands, and only one of the ten brands we looked at managed to eke out a positive satisfaction score. The rest are trailing far behind, even though doctors seem to have few concerns about efficacy.

Find out what they are concerned about, and what you can do to win them over, in FirstView’s NPS+ Multiple Sclerosis 2016 (EU5).

Based on a survey of 150 EU5-based neurologists, the report builds on the respected net promoter score (NPS) to compare loyalty for 10 major MS drugs, highlighting ways you can improve brand health—and boost market share—with easy-to-use KPIs

Interested in the American market? Click here to see the US Edition.

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Top Takeaways

  • Unhappy market: Nearly half of doctors surveyed are unsatisfied with available therapies. One brand did manage a positive NPS, but just barely. Several others are deep in negative territory.
  • Improving won’t be easy: Few respondents are sitting on the fence. To improve their scores brands must win over Detractors, who view them negatively. The report’s brand message effectiveness data may point the way to the right approach.
  • Most brands have the potential for big share gains: Winning over Detractors would allow several brands to at least double their market share. Two brands in particular could see gains of 300% or more.
  • Doctors are not afraid to switch: Loyalty scores are low across the board, and even among satisfied doctors, few promote one brand exclusively.
  • Efficacy is not the issue: A look at the report’s Brand DNA section shows that even brand Detractors have few efficacy concerns. Find out what they are worried about.
  • Mixed views of older products? Brand DNA also shows that while some doctors regard older brands as obsolete, others value their proven safety.

Insight into 10 Major Multiple Sclerosis Brands

  • Aubagio (teriflunomide; Genzyme)
  • Avonex (interferon beta-1a; Biogen)
  • Betaferon (interferon beta-1b; Bayer)
  • Copaxone (glatiramer acetate; Teva)
  • Gilenya (fingolimod; Novartis)
  • Lemtrada (alemtuzumab; Genzyme)
  • Plegridy (peginterferon beta-1a; Biogen)
  • Rebif (interferon beta-1a; Merck Serono)
  • Tecfidera (dimethyl fumarate; Biogen)
  • Tysabri (natalizumab; Biogen)

A Report Based on Expert Knowledge

We surveyed 150 neurologists from the EU5 (France, Italy, Germany, Spain, UK), chosen from the largest community of validated physicians in the world. The same community that pharma market researchers trust for reliable, fast intelligence.

We conducted the survey between November 1st and 4th, 2016.

Explore Important Brand Loyalty Issues

NPS+ Multiple Sclerosis 2016 (EU5) explores key issues affecting brand loyalty for drug manufacturers. You’ll learn:

  • How satisfied the MS 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 market share you stand to gain by converting Detractors into Promoters.
  • Which messages Promoters, Passives and Detractors associate with your brand.
  • Your brand DNA: what doctors really think of your brand—in their own words.

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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At FirstWord, we stand behind our reports. If you're not completely satisfied, we’ll refund your money. Guaranteed.

About FirstWord

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

  • FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.
  • FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. Covering biosimilars, market access, medical affairs, sales & marketing, technology and therapy areas, FirstWord Reports provide expert views and intelligence on the challenges facing pharma today.

Learn more at www.firstwordgroup.com.




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