NPS+ Multiple Sclerosis (US) 2017

How does your multiple sclerosis brand stack up against the competition?

There are various options available to US neurologists to treat multiple sclerosis. Clearly some of these options are achieving greater levels of loyalty and satisfaction than others – but why? What are the key factors driving physician choice and how does each of the leading brands compare to its competitors?

NPS+ Multiple Sclerosis (US) gives a unique insight into the overall brand health of 12 leading treatments for multiple sclerosis currently being used in North America. 100 neurologists 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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• Only two brands have a positive NPS. Find out which two, and whether that translates into increased brand loyalty.
• Overall loyalty is low. Brand switching is a risk for all players, but some brands are faring a bit better than the rest. See which ones.
• Little differentiation in the market. Few neurologists promote one brand exclusively. Discover how many other brands they promote on average.
• “Passives” are important for three particular brands. For three brands, close to 40% of doctors are Passives. What impact could these have on driving better NPS?
• Cost is a low priority. For MS drugs clinical attributes drive recommendations far more than cost concerns. Learn which attributes are the biggest drivers.
• One brand has the potential for a massive market share gain. Up to nearly 4 times more than any other if it can turn its Detractors into Promoters.

• Aubagio (teriflunomide; Sanofi)
• Avonex (interferon beta-1a; Biogen)
• Betaseron (interferon-beta-1b; Bayer)
• Copaxone (glatiramer acetate; Teva)
• Gilenya (fingolimod; Novartis)
• Ocrevus (ocrelizumab; Roche)
• Lemtrada (alemtuzumab; Sanofi/Genzyme)
• Plegridy (peginterferon beta-1a; Biogen)
• Rebif (interferon beta-1a; EMD Serono)
• Tecfidera (dimethyl fumarate; Biogen)
• Tysabri (natalizumab; Biogen)
• Zinbryta (daclizumab; AbbVie/Biogen)

NPS+ Multiple Sclerosis (US) gives you clear and independent insight into multiple sclerosis brand loyalty from the doctors’ perspective.  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 words.

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.

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

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