Product Code: 596200693
RA Drug Manufacturers: How Does Brand Loyalty Affect Your Market Share?
Are US 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 of how brand loyalty and rheumatologists' 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
- Actemra: Does Actemra's benefit/risk profile or novel mechanism of action drive more recommendations?
- Cimzia: Do more Cimzia Promoters also promote Simponi, or is it the other way around?
- Enbrel: Which brand stands to gain more market share by converting its Detractors to Promoters, Enbrel or Humira?
- Humira: Which three other brands are most promoted by Humira Promoters?
- Orencia: Which promotional message is associated with nearly as many Orencia Detractors as Promoters?
- Remicade: Is slowing the progression of RA a more effective message for Remicade Promoters or Detractors?
- Rituxan: Does Rituxan's brand DNA hint at why its Promoters also promote so many other brands?
- Simponi: Can Simponi's Brand DNA offer insight into its low loyalty scores?
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.
- Nearly all brands have positive NPS: But two brands are far ahead of the rest. Find out which two, and learn which two brands got the only negative scores.
- Satisfaction is higher in the US than in Europe: In the US, over 10% more rheumatologists are satisfied with available RA brands than in EU5 countries.
- Exclusivity is low: While rheumatologists are satisfied with available treatments, few promote one brand exclusively.
- Rheumatologists are comfortable switching brands: Every brand's Promoters tend to promote several other brands as well.
- Few favourites among Detractors: Brand Detractors also tend to promote several other brands. What is the one leading brand they don't promote?
- Cost is a low priority: For RA brands, clinical attributes drive recommendations more than cost concerns. Learn which attributes are the biggest drivers.
- Long tail for market share: Share among Promoters hovers around 10% for all but a few brands, and tends not to be much greater than share among Detractors.
A Report Based on Expert Knowledge
We surveyed 100 US rheumatologists, chosen from the largest community of validated physicians in the world. The same community that pharma market researchers trust for reliable, fast intelligence.
- Actemra (tocilizumab; Roche)
- Cimzia (certolizumab pegol; UCB)
- Enbrel (etanercept; Amgen)
- Humira (adalimumab; AbbVie)
- Orencia (abatacept; Bristol-Myers Squibb)
- Remicade (infliximab; Merck and Co.)
- Rituxan (rituximab; Roche)
- Simponi (golimumab; Merck and Co.)
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.