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.
- 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:
- 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 neurologists across the EU5 (France, Italy, Germany, Spain, UK) chosen from the largest community of validated physicians in the world.
We conducted the survey between November 6-17, 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+?
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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At FirstWord, we stand behind our reports. If you're not completely satisfied, we’ll refund your money. Guaranteed.
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