Why are some US diabetes brands standing out more than others?
There are various options available to US 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 (US) gives a unique insight into the overall brand health of 11 leading treatments for T2DM currently being used in North America. 100 physicians (n=85 diabetologists and n=15 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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- Five brands show strong NPS brand health scores. The remaining 6 brands show average or even negative scores, with the last placed brand potentially suffering from some bad news in the last six months.
- Satisfaction is generally high but loyalty is still low. Physicians are actively considering at least 5 other drugs, and in some cases up to 8 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 “workhorse” and which brand is dubbed as having a ‘concerning safety profile”?
Insight into 11 Type 2 Diabetes Mellitus Treatments
- Farxiga (dapagliflozin; AstraZeneca)
- Humalog (insulin lispro; Eli Lilly)
- Invokana (canagliflozin; Johnson & Johnson)
- Januvia (sitagliptin; Merck & Co.)
- Jardiance (empagliflozin; Eli Lilly/Boehringer Ingelheim)
- NovoLog (insulin aspart; Novo Nordisk)
- Tradjenta (linagliptin; Eli Lilly/Boehringer Ingelheim)
- Tresiba (insulin degludec; Novo Nordisk)
- Toujeo (insulin glargine; Sanofi)
- Trulicity (dulaglutide; Eli Lilly)
- Victoza (liraglutide; Novo Nordisk)
Explore Important Brand Loyalty Issues
NPS+ Type 2 Diabetes Mellitus (US) 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 US 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 100 physicians (n=85 diabetologists and n=15 primary care physicians) 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+?
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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