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  4. > NPS+ HIV (US)


  • March 2016
  • -
  • Firstword Pharma

3 brands lead the HIV treatment market. How does your brand stack up?

Satisfaction is running high for HIV treatments in the US Market. But Infectious Disease specialists show a clear preference for fixed-dose combinations. Find out how single-pill monotherapies compare, which 3 brands are fighting for first place, and how your brand measures up.

FirstView's NPS+ HIV report compares brand loyalty for 8 major HIV treatments—information you can use to improve your brand's health, and boost your market share.

Based on your net promoter score (NPS), the report shows you how likely doctors are to recommend your brand—and your competitors. A detailed breakdown of brand associations helps you see which marketing messages are likely to succeed, while a unique "Brand DNA" section reveals doctors' candid thoughts about your brand.

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

Not your market? Click here to see the EU5 Edition.

Get Answers to Key Questions about HIV Treatments

Evotaz (Atazanavir/Cobicistat; Bristol-Myers Squibb/Gilead): Is lack of experience with Evotaz stopping doctors from recommending it?
Intelence (Entravirine; Janssen Pharma): Intelence and Evotaz have similar NPS scores. Which has more promoters?
Isentress (Raltegravir; Merck & Co.): What other drug do some surveyed doctors prefer to Isentress?
Selzentry (Maraviroc; ViiV Healthcare): Is the need for complicated lab tests preventing doctors from recommending Selzentry?
Stribild (Elvitegravir/emtricitabine/tenofovir disoproxil fumarate/cobicistat; Gilead): Which brand stands to gain more market share by winning over detractors, Stribild or Triumeq?
Triumeq (Abacavir/dolutegravir/lamivudine; ViiV Healthcare): Promoters highlight Triumeq's ease of use, but is it a big driver of recommendations?
Truvada (Emtricitabine/tenofovir disoproxil fumarate; Gilead): Truvada, Triumeq and Stribild have nearly the same number of Promoters. Which has the higher NPS?
Viread (Tenofovir disoproxil fumarate; Gilead): In Europe, Viread has a low NPS and a lot of Detractors. Is it doing better in the US market?

Top Takeaways

More than half of the surveyed brands have a positive NPS: But the top three score 4-5 times higher than the nearest competitor.
Market leader doesn't get top score: Although one mainstay brand has an overwhelming lead in market share, a newer brand earns a slightly higher NPS.
Fixed-dose combinations score higher: NPS scores are considerably higher than for monotherapies, and only one monotherapy makes the top 4.
One leading brand poised for a massive share gain: Up to nearly 5 times more than any other surveyed brand if it can turn its Detractors into Promoters.
High satisfaction, low exclusivity: nearly 85% of doctors surveyed are satisfied with available HIV drugs, but less than 20% of them promote one brand exclusively.
Side effects a concern for most brands: Brand messages about side effects profile are a top driver of doctor recommendations for half of the brands surveyed.
Cost concerns are moderate: While clinical attributes are the key drivers of doctor recommendations, cost is in the top-5 drivers for half of the brands surveyed.
Doctors switch brands freely: Brand promoters recommend nearly 4 other brands on average, but this number is lower for Promoters of combination therapies.

A Report Based on Expert Knowledge

We surveyed 100 US infectious disease specialists 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 28th and February 4th, 2016.

Explore Important Brand Loyalty Issues

NPS+ HIV (US) explores key issues affecting brand loyalty for HIV drug manufacturers. You'll learn:

How satisfied the HIV 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.

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.

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.

Table Of Contents

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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