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NPS+ Renal Cell Carcinoma (US)

  • February 2016
  • -
  • Firstword Pharma

Two brands lead the RCC treatment market. How does your brand stack up?

US oncologists may not be totally satisfied with available renal cell carcinoma (RCC) treatments, but two brands have earned high satisfaction scores and pulled ahead of the rest. Find out which two, and see how your brand measures up.

FirstView’s NPS+ Renal Cell Carcinoma report compares brand loyalty for 8 major RCC treatments—information you can use to improve your brand’s health, and boost your market share.

Based on your brand’s net promoter score (NPS), the report shows you how likely doctors are to recommend your brand, which of your competitors they recommend, and which promotional messages drive those recommendations. Plus you’ll learn how doctors really perceive your brand.

Intuitive, easy-to-use KPIs highlight areas for improvement and make your next steps crystal clear.


Get Answers to Key Questions about RCC Treatments


Afinitor (everolimus; Novartis): Does its brand DNA reveal what oncologists think about the future of Afinitor?
Avastin (bevacizumab; Roche): Are Avastin Detractors more likely to recommend Inlyta or Opdivo?
Inlyta (axitinib; Pfizer): What does Inlyta’s brand DNA reveal about where it fits into the RCC treatment paradigm?
Opdivo (nivolumab; Bristol-Myers Squibb): Oncologists speak highly of Opdivo’s novel mechanism of action. Does that translate into recommendations?
Proleukin (aldesleukin; Prometheus): Are toxicity concerns preventing Proleukin detractors from recommending it?
Sutent (sunitinib malate; Pfizer): Which three brand messages resonate with Sutent Promoters, Passives, and Detractors?
Torisel (temsirolimus; Pfizer): What does brand DNA reveal about the patient population best suited for Torisel?
Votrient (pazopanib; Novartis): Votrient has one of the highest market shares among Promoters. Which brand is it tied with?


Top Takeaways


Two brands lead the pack: While half of the surveyed brands have a positive NPS, the top two score 2-3 times higher than the nearest competitor.
Satisfaction is moderate, but higher than in Europe: In the US, over 70% of oncologists surveyed are satisfied with available RCC drugs. In Europe, the figure is under 65%.
Oncologists are optimistic about new treatments: Low market share notwithstanding, one recently-approved brand gets high praise for innovation.
Exclusivity is relatively high: More than 20% of oncologists surveyed promote one brand exclusively.
Cost is a concern, but not for all brands: Although clinical attributes remain the key drivers of doctor recommendations, cost is important for half of the brands surveyed.
One brand is poised for a massive share gain: Significantly more than any other surveyed brand if it can turn its Detractors into Promoters.
Oncologists switch brands freely: Promoters of each brand promote 4 others on average. Detractors tend to promote nearly all of the other surveyed brands.


Explore Important Brand Loyalty Issues

NPS+ Renal Cell Carcinoma (US) explores key issues affecting brand loyalty for RCC drug manufacturers.

You’ll learn:

How satisfied the RCC market is.
How loyal doctors are to your brand.
How many other brands your Promoters recommended.
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.


A Report Based on Expert Knowledge

We surveyed 100 US Medical Oncologists 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 January 4th and 8th, 2015.

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.


Table Of Contents

NPS+ Renal Cell Carcinoma (US)
1 Net Promoter Score?
2 How loyal are doctors to my brand?
3 How satisfied is the market?
4 How many other brands are promoted by my Promoters?
5 Which other brand is most promoted by my Promoters?
6 Which other brands are promoted by my Detractors?
7 What is my brand's market share among Promoters and Detractors?
8 What brand messages are associated with Promoters, Passives and Detractors(by brand)?
9 What does my brand represent to Promoters and Detractors (by brand)?
10 Appendix

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