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NPS+ Type 2 Diabetes Mellitus (US)

Product Code:
Publication Date:
Decemeber 2015

T2DM drug manufacturers: compare your brand to 7 major competitors

How loyal are doctors to your Type 2 Diabetes Mellitus (T2DM) brand? How many other brands do they recommend? Which ones? What can you do to set your brand apart and win more market share?

Get the answers in FirstView’s NPS+ Type 2 Diabetes Mellitus report.

Based on your brand’s net promoter score (NPS), the report gives you an in-depth look at brand loyalty for T2DM treatments, and how it affects your market share. You’ll learn who your closest competitors are, how doctors perceive your brand, and which messages drive doctor recommendations.

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Not your market? Click here to see the EU5 Edition.

Find out How Doctors View T2DM Drug Brands

  • Byetta: Are Byetta Detractors more concerned with its side effects or its dosing schedule?

  • Farxiga: Promoters and Detractors point to the same benefit of taking Farxiga. What is it?

  • Invokana: Invokana Detractors point to several important benefits, but do they associate it with a good benefits/risk profile overall?

  • Januvia: Januvia has the second highest market share among Promoters. Which two brands are not far behind?

  • Lantus: Are Lantus’ “Passives” closer to being Promoters or Detractors?

  • Levemir: Promoters say Levemir is proven and reliable. Does its brand DNA hint at the reason Detractors don’t recommend it?

  • Onglyza: Onglyza’s market share among Promoters is similar to Byetta’s and Farxiga’s. Which of the three stands to gain the most by winning over Detractors?

  • Victoza: Which brand does Victoza edge out for the second highest NPS of all brands surveyed?

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Get answers to key questions about brand loyalty

NPS+ Type 2 Diabetes Mellitus report explores key issues affecting brand loyalty for T2DM drug manufacturers. You’ll learn:

  • How satisfied the T2DM market is.
  • How loyal doctors 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 your Detractors became Promoters.
  • Which messages Promoters, Passives and Detractors associate with your brand.
  • Your brand DNA: what promoters and detractors  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.

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Top Takeaways

  • Only half of the surveyed brands have a positive NPS score: But the leading brand’s score is more than double that of the nearest competitor.

  • Newer brands are struggling for market share: NPS scores, brand loyalty, and market share are higher—sometimes considerably—for proven brands that have been on the market longer.

  • Lack of familiarity a concern for newer brands: Many brand Detractors state that they don’t use, or don’t know enough about newer T2DM brands.

  • Two brands are the top choices among Promoters: Promoters of every surveyed brand also promote two other brands more than they promote any others.

  • Satisfaction is higher in the US than in Europe: In the US, 13% more doctors are satisfied with available T2DM brands than in EU5 countries.

  • Exclusivity is low: While doctors are relatively satisfied with available treatments, less than 15% of them promote one brand exclusively.

  • Cost is a concern, but not a top priority: For most brands surveyed, cost is an important driver of doctor recommendations, but not as important as key clinical attributes.

  • Doctors not afraid to switch brands: Doctors who recommend one brand promote over 4 other brands on average.

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A Report Based on Expert Knowledge

We surveyed 100 US Physicians—a mix of Endocrinologists and General Practitioners—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 18th and 24th, 2015.

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Included Brands

  • Byetta (exenatide; AstraZeneca)
  • Farxiga (dapagliflozin; AstraZeneca)
  • Invokana (canagliflozin; Janssen Pharmaceuticals, Inc.)
  • Januvia (sitagliptin; Merck & Co.)
  • Lantus (insulin glargine; Sanofi)
  • Levemir (insulin detemir; Novo Nordisk)
  • Onglyza (saxagliptin; AstraZeneca)
  • Victoza (liraglutide; Novo Nordisk)

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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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.
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Learn more at www.firstwordgroup.com.

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