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NPS+ Renal Cell Carcinoma (EU5)

  • February 2016
  • -
  • Firstword Pharma

Compare 8 major RCC brands. Learn which one scores 6 times higher than any other?

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.

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.

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

Find out How Doctors View Renal Cell Carcinoma Drug Brands


Afinitor (everolimus; Novartis): Does Afinitor’s route of administration or benefit/risk profile drive more recommendations?
Avastin (bevacizumab; Roche): How important is cost to Avastin Promoters?
Inlyta (axitinib; Pfizer): Which leading brand’s Detractors are most likely to promote Inlyta?

Opdivo (nivolumab; Bristol-Myers Squibb): Oncologists associate Opdivo with a novel mechanism of action. Does that drive the most recommendations?
Proleukin (aldesleukin; Prometheus): What does Proleukin’s brand DNA reveal about why Detractors won’t recommend it?
Sutent (sunitinib malate; Pfizer): More than 90% of Sutent Promoters also promote one brand. Which one?
Torisel (temsirolimus; Pfizer): Which EU5 countries’ oncologists had the most positive comments about Torisel?
Votrient (pazopanib; Novartis): Is slowing disease progression or reducing relapses a more effective brand message among Votrient Promoters?


Top Takeaways


NPS scores show a clear market leader: Only three surveyed brands have a positive NPS, but the leading brand’s score is nearly six times that of its nearest competitor.
Satisfaction moderate, lower than in US: Fewer than 65% of oncologists surveyed are satisfied with available RCC drugs. In the US, the figure is over 70%.
Exclusivity is relatively high: More than 20% of oncologists surveyed promote one brand exclusively.
Cost is a low priority: For all but one surveyed brand, clinical attributes drive recommendations far more than cost concerns.
One brand has the potential for massive market share gain: Twice as much as any other surveyed brand if it can turn its Detractors into Promoters.
Two brands are the top choices among Promoters: Which two brands do Promoters of nearly all surveyed brands recommend more than any others.
Brand switching is common: Brand Promoters recommend 4 other brands on average. Detractors tend to promote most of the other surveyed brands (though not in large numbers).
Oncologists are optimistic about new treatments: Low NPS and market share notwithstanding, oncologists from every EU5 country praised one recently-approved brand for innovation.


Explore Important Brand Loyalty Issues

NPS+ Renal Cell Carcinoma (EU5) 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 150 Medical Oncologists from the EU5 (France, Italy, Germany, Spain, UK), 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 (EU5)
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

View This Report »

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