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NPS+ (US) [RA]

NPS+ (US) [RA]

Introduction

How is brand health being impacted by new RA market entrants?

The battle is on. Anti-TNF Biosimilars for rheumatoid arthritis (RA) have arrived in the US and we can now start to see the first changes in perception amongst doctors. ‘Old faithful’ choices are considered alongside ‘the great unknown’ and market share is shifting. How well are established RA brands faring in the loyalty and satisfaction stakes? Which messages are resonating with doctors? And what comments are made about individual drugs by their Promoters and their Detractors?

100 rheumatologists were surveyed on key issues including brand messaging, prescribing behaviour and satisfaction levels for 10 leading RA treatments available in the US. NPS+ Rheumatoid Arthritis (US) provides clear insight into the results, giving marketers an at-a-glance perspective on their current brand health.

Interested in the EU market? Click here to see the EU Edition.

Top Takeaways

Leaders threatened: For both brand health and loyalty, two drugs top the table in the US but the gap is small. How much longer before others close the gap?

Allegiance is an issue: Loyalty scores reveal that doctors are likely to switch between brands. Which individual drugs are more vulnerable than the rest?

Satisfaction has a downside: The majority of doctors are satisfied with the RA therapies on offer – but with a wide range of choices, standing out from the rest is proving difficult for some.

The Inflectra effect: What difference has the arrival of the first RA biosimilar had on the rest of the market? See how Inflectra compares for all key measures amongst Promoters, Detractors and Passives.

A strong second: Promoters of all brands name one as their most common second choice – in some cases 100% of the time. Which drug is cited as a strong contender?

Loud and clear: For some drugs, specific brand messages are resonating more with doctors, even amongst Passives and Detractors. Find out what doctors are hearing or missing.

Insight into 10 Rheumatoid Arthritis Treatments

Humira (adalimumab; AbbVie)

Enbrel (etanercept; Amgen)

Simponi (golimumab; Janssen Biotech)

Xeljanz (tofacitinib; Pfizer)

Orencia (abatacept; BMS)

Rituxan (rituximab; Genentech/Biogen)

Actemra (tocilizumab; Roche)

Cimzia (certolizumab pegol; UCB)

Inflectra (infliximab; Pfizer)

Remsima (infliximab; Celltrion)

A Report Based on Expert Knowledge

We surveyed 100 US rheumatologists chosen from the largest community of validated physicians in the world.

We conducted the survey between August 1st and 11th, 2017.

Explore Important Brand Loyalty Issues

NPS+ Rheumatoid Arthritis (US) gives you clear and independent insight into RA brand loyalty from the doctors’ perspective. You’ll discover:

How satisfied doctors are with available treatments.

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+?

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.

About FirstWord

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.

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.

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.


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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