One brand comes out ahead as low satisfaction scores plague MS therapies. Is your brand far behind?
Multiple Sclerosis (MS) therapies have a big perception problem. Over a third of the doctors we surveyed are unhappy with available brands, and only one of the ten brands we looked at managed to eke out a positive satisfaction score. The rest are trailing far behind, even though doctors seem to have few concerns about efficacy.
Find out what they are concerned about, and what you can do to win them over, in FirstView’s NPS+ Multiple Sclerosis 2016 (US).
Based on a survey of 100 US-based neurologists, the report builds on the respected net promoter score (NPS) to compare loyalty for 10 major MS drugs, highlighting ways you can improve brand health—and boost market share—with easy-to-use KPIs.
Interested in the European market? Click here to see the EU5 Edition.
- Unhappy market: More than one-third of doctors surveyed are unsatisfied with available therapies, and only one of the surveyed brands has a positive NPS; and even this score is very low.
- Improving won’t be easy: Few respondents are sitting on the fence. To improve their scores brands must win over Detractors, who view them negatively. The report’s brand message effectiveness data may point the way to the right approach.
- Most brands have the potential for big share gains: Winning over Detractors would allow every brand to at least double its market share. Three brands in particular are poised for share gains of 400-500%.
- Doctors are willing to switch, but many don’t: While loyalty scores are low across the board, just over a third of Promoters say they recommend one brand exclusively.
- Efficacy is not the issue: A look at the report’s Brand DNA section shows that even brand Detractors have few efficacy concerns. Find out what they are worried about.
- Waiting for the next breakthrough? Brand DNA also shows several doctors are concerned that certain brands are outdated, suggesting that they may be eager to see new treatments come to market.
Insight into 10 Major Multiple Sclerosis Brands
- Aubagio (teriflunomide; Genzyme)
- Avonex (interferon beta-1a; Biogen)
- Betaseron (interferon beta-1b; Bayer)
- Copaxone (glatiramer acetate; Teva)
- Gilenya (fingolimod; Novartis)
- Lemtrada (alemtuzumab; Genzyme)
- Plegridy (peginterferon beta-1a; Biogen)
- Rebif (interferon beta-1a; EMD Serono)
- Tecfidera (dimethyl fumarate; Biogen)
- Tysabri (natalizumab; Biogen)
A Report Based on Expert Knowledge
We surveyed 100 US-based neurologists chosen from the largest community of validated physicians in the world. The same community that pharma market researchers trust for reliable, fast intelligence.
We conducted the survey between November 1st and 4th, 2016.
Explore Important Brand Loyalty Issues
NPS+ Multiple Sclerosis 2016 (US) explores key issues affecting brand loyalty for drug manufacturers. You’ll learn:
- How satisfied the MS 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.
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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