Why are some European asthma/COPD brands standing out more than others?
There are various options available to European pulmonologists and primary care physicians treating asthma and COPD. 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+ Asthma/COPD (EU5) gives a unique insight into the overall brand health of 11 leading treatments for asthma/COPD currently being used in Europe. 150 pulmonologists and primary care physicians from the EU5 markets (France, Germany, Italy, Spain and the UK) 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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- One brand leads the way. In Europe, 4 of the 11 brands surveyed obtained a positive NPS, but one of them is significantly ahead of the chasing pack. Which one is it? A monotherapy, combination, biologic? And is your brand in the mix?
- Brand loyalty is difficult to come by. Loyalty scores of less than 3 indicate low loyalty, and none of the brands surveyed managed to score above this magic number. Is clinical differentiation really that low?
- Does low loyalty translate into low satisfaction? Two thirds of surveyed physicians are satisfied with the numerous drugs on offer, but the vast majority share this across multiple brands. Is there any more that could be done to improve satisfaction scores even more?
- Is there a 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 the ‘gold standard for COPD’ and which brand is dubbed as ‘a sinking star’?
Insight into 11 Asthma/COPD Treatments
- Seretide (fluticasone/salmeterol; GSK)
- Relvar Ellipta (vilanterol/fluticasone furoate; GSK)
- Seebri (glycopyrronium; Novartis)
- Spiriva (tiotropium; Boehringer Ingelheim)
- Symbicort (budesonide/formoterol; AstraZeneca)
- Ultibro (indacaterol/glycopyrronium; Novartis)
- Trimbow (beclometasone/formoterol/glycopyrronium; Chiesi)
- Xolair (omalizumab; Novartis)
- Cinqaero (reslizumab; Teva)
- Nucala (mepolizumab; GSK)
- Fasenra (benralizumab; AstraZeneca)
Explore Important Brand Loyalty Issues
NPS+ Asthma/COPD (EU5) offers valuable insight into brand loyalty from the perspective of those currently prescribing treatments for asthma/COPD 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 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
We surveyed 150 EU5-based pulmologists and general practitioners chosen from the largest community of validated physicians in the world. We conducted the survey between April 5-12, 2018.
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+?
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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