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NPS+:第二型糖尿病 (歐洲5個國家)

NPS+ Type 2 Diabetes Mellitus [2017] EU5

出版商 FirstWord 商品編碼 351852
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+:第二型糖尿病 (歐洲5個國家) NPS+ Type 2 Diabetes Mellitus [2017] EU5
出版日期: 2017年09月01日 內容資訊: 英文

本報告基於以法國·義大利·德國·西班牙·英國的150名醫生 (內分泌科醫生·一般醫生)為對象所進行的調查結果,彙整醫生對第二型糖尿病的領導品牌藥的利用趨勢及各種見解,以支援改善測試客戶忠誠度的NPS (淨推薦值) 指標。


  • Byetta
  • Farxiga
  • Invokana
  • Januvia
  • Lantus
  • Levemir
  • Onglyza
  • Victoza


  • 第二型糖尿病市場的滿意度
  • 醫生對特定品牌藥的忠誠度
  • 特定品牌推薦者 (宣傳)推薦的其它品牌數
  • 特定品牌推薦者 (宣傳)·批判者 (Detractors)推薦的其它品牌
  • 在推薦者 (宣傳)及批判者 (Detractors)間的特定品牌市場佔有率
  • 如果批判者 (Detractors) 成為推薦者 (宣傳) 所能得的市場佔有率
  • 推薦者 (宣傳)·中立者 (被動式)·批判者(Detractors) 賦與特定品牌的相關印象
  • 品牌DNA:特定品牌藥相關的醫生個人評論



Why are some EU5 diabetes brands standing out more than others?

There are various options available to European diabetologists and primary care physicians to treat Type 2 Diabetes Mellitus (T2DM). 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+ Type 2 Diabetes Mellitus (EU5) gives a unique insight into the overall brand health of 12 leading treatments for T2DM currently being used in key European markets (i.e. France, Germany, Italy, Spain, and the UK). 150 physicians (n=123 diabetologists, and n=27 general practitioners) 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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Top Takeaways

  • A clear split on positive and negative NPS brand health scores. In Europe, 6 brands obtained positive brand health scores, and 6 didn't. And even then, positive brand health scores aren't that impressive. Where does your brand sit?
  • Satisfaction is generally high but loyalty is still low. Physicians are actively considering at least 5 other drugs, and in some cases up to 7 others. What can you do to improve brand loyalty amongst your customers?
  • Clear opportunities to greatly improve current share. If Detractors can be converted into Promoters, several brands stand to gain significant market shares. Find out which ones, and if your brand is amongst them.
  • No dominant brand message. Find out which messages are resonating with physicians, and take your brand's positioning strategy to another level.
  • In their own words. What do doctors say each brand means to them? For example, which brand is described as a "effective in many patients" and which brand is dubbed as an "old product"?

Insight into 12 Type 2 Diabetes Mellitus Treatments

  • Forxiga (dapagliflozin; AstraZeneca)
  • Humalog (insulin lispro; Eli Lilly)
  • Invokana (canagliflozin; Johnson & Johnson)
  • Januvia (sitagliptin; Merck Sharp & Dohme)
  • Jardiance (empagliflozin; Eli Lilly/Boehringer Ingelheim)
  • NovoRapid (insulin aspart; Novo Nordisk)
  • Trajenta (linagliptin; Eli Lilly/Boehringer Ingelheim)
  • Tresiba (insulin degludec; Novo Nordisk)
  • Toujeo (insulin glargine; Sanofi)
  • Trulicity (dulaglutide; Eli Lilly)
  • Victoza (liraglutide; Novo Nordisk)
  • Xultophy (insulin degludec/liraglutide; Novo Nordisk)

Explore Important Brand Loyalty Issues

NPS+ Type 2 Diabetes Mellitus (EU5) offers valuable insight into brand loyalty from the perspective of those currently prescribing treatments for diabetes to patients. 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 physicians (n=123 diabetologists, and n=27 general practitioners) chosen from the largest community of validated physicians in the world. We conducted the survey between September 1-11, 2017.

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.


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

About FirstWord

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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.

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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

5. promote?

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

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

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

9. Detractors?

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

11. brand)?

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

13. Appendix

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