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市場調查報告書

NPS (淨推薦值) + 多發性硬化症 (EU5國)

NPS+ (EU5) [MS]

出版商 FirstWord 商品編碼 593139
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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NPS (淨推薦值) + 多發性硬化症 (EU5國) NPS+ (EU5) [MS]
出版日期: 2017年11月01日 內容資訊: 英文
簡介

本報告依據法國、義大利、德國、西班牙、英國的150名神經科醫生的調查結果,提供多發性硬化症 (MS)的領導品牌藥的醫生的使用趨勢和各種見解彙整,支援客戶的忠誠度的NPS (淨推薦值) 指標的改善。

調查目標產品

  • Aubagio (teriflunomide; Sanofi)
  • Avonex (interferon beta-1a; Biogen)
  • Betaseron (interferon-beta-1b; Bayer)
  • Copaxone (glatiramer acetate; Teva)
  • Gilenya (fingolimod; Novartis)
  • 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)

目錄

表1:淨推薦值 (NPS) 是什麼?

表2:醫生品牌的忠誠度有多少?

表3:市場滿意度為何?

表4:推薦者 宣傳的其他品牌有多少?

表5:推薦者最推薦的其他品牌為何?

表6:批判者 推薦其他的哪個品牌?

表7:推薦者和批判者品牌市場佔有率是多少?

表8:推薦者、中立者及批判者關聯的品牌訊息 (各品牌) ?

表9:品牌對推薦者和批判者表示什麼 (各品牌) ?

附錄

目錄

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

There are various options available to EU5 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 (EU5) gives a unique insight into the overall brand health of 11 leading treatments for multiple sclerosis currently being used in EU5 countries (France, Germany, Italy, Spain and the UK). 150 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.

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

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Top Takeaways

  • Only two brands have a positive NPS, and it's identical. Find out which ones, 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.
  • Satisfaction is lower than in US. In Europe even fewer neurologists promote any of the surveyed brands. But more Promoters stick to one brand.
  • Little brand differentiation in the market. Neurologists who promote more than one brand tend to promote several brands, suggesting low differentiation.
  • Cost not a high priority. For MS drugs clinical attributes drive recommendations far more than cost concerns. Learn which ones are the biggest drivers.
  • Several brands are poised for big market share gains. Find out which brands stand to gain up to nearly 3 times more market share than any other if it can turn its Detractors into Promoters

Insight into 11 Multiple Sclerosis Treatments

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

Explore Important Brand Loyalty Issues

NPS+ Multiple Sclerosis (EU5) gives you clear and independent insight into multiple sclerosis brand loyalty from the doctors' perspective. You'll discover:

  • Exactly how satisfied the European 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.

A Report Based on Expert Knowledge

We surveyed 150 neurologists across the EU5 (France, Italy, Germany, Spain, UK) chosen from the largest community of validated physicians in the world.

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.

MONEY BACK GUARANTEE!

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.

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.

Table of Contents

1. Chart 1: What is the Net Promoter Score (NPS) score for my brand and my competitors?

2. Chart 2: How loyal are doctors to my brand?

3. Chart 3: How satisfied is the market?

4. Chart 4: Amongst doctors promoting my brand, how many other brands do they also promote?

5. Chart 5: Amongst my Promoters which other brands are promoted?

6. Chart 6: Amongst my detractors which other brands do they promote?

7. Chart 7: How much more of my brand do Promoters use compared to Passives and Detractors?

8. Chart 8: What brand messages are associated with Promoters, Passives and Detractors (by brand)?

9. Chart 9: What does my brand represent to Promoters and Detractors (by brand)?

10. Appendix

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