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NPS+ HIV (EU5)

  • March 2016
  • -
  • Firstword Pharma

Monotherapies trailing fixed-dose combinations for HIV. Where does your brand rank?

Which HIV treatment gets the best satisfaction scores from Infectious Disease specialists? In Europe it isn't even close. Find which brand is miles ahead of the rest, how your brand compares, and how single-pill monotherapies are faring against popular combination treatments.

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. Plus you'll learn which brand messages drive recommendations, and get candid thoughts about your brand from prescribing Infectious Disease specialists.

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

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


Get Answers to Key Questions about HIV Treatments


Celsentri (Maraviroc; ViiV Healthcare): What is the only brand message that resonates with more than 50% of Celsentri Promoters?
Evotaz (Atazanavir/Cobicistat; Bristol-Myers Squibb/Gilead): Is lack of availability stopping Detractors from recommending Evotaz?
Intelence (Entravirine; Janssen Pharma): Which EU5 country's doctors have the most positive feedback about Intelence?
Isentress (Raltegravir; Merck & Co.): Isentress and Stribild have roughly equal numbers of Promoters. Which has the higher NPS?
Stribild (Elvitegravir/emtricitabine/tenofovir disoproxil fumarate/cobicistat; Gilead): Which other brand is recommended by nearly 75% of Stribild Promoters?
Triumeq (Abacavir/dolutegravir/lamivudine; ViiV Healthcare): Which brands stand to gain more market share by winning over Detractors, Triumeq or Stribild?
Truvada (Emtricitabine/tenofovir disoproxil fumarate; Gilead): What promotional message is least effective with Truvada Promoters, Detractors, and Passives?
Viread (Tenofovir disoproxil fumarate; Gilead): In the US, Viread has a positive NPS and equal numbers of Promoters and Detractors. How does it fare in Europe?

Top Takeaways


One brand dominates: Half of the surveyed brands have a positive NPS, but the leading brand scores more than one-and-a-half times higher than its closest competitor.
Market leader doesn't get top NPS: Although one mainstay brand has an overwhelming lead in market share, a newer brand earns a slightly higher NPS.
Satisfaction lower than in US: In Europe, nearly 15% fewer doctors are satisfied with available HIV treatments than in the US.
Fixed-dose combination therapies lead: Combination therapies outscore monotherapies overall, earning 3 of the top 4 NPS scores.
Cost not a high priority: The top drivers of doctor recommendations are clinical concerns like risk/benefits profile, safety, and efficacy
High numbers of "Passives": More than in the US market. On average, 40% of doctors surveyed are neither Promoters nor Detractors of the brands surveyed.
Doctors switch brands freely: Promoters of each brand promote nearly 4 others on average. Detractors promote nearly all of the other surveyed brands, though not in large numbers.
Two brands poised for a big share gain: Up to nearly 2 times more than any other surveyed brand if they can turn their Detractors into Promoters.


A Report Based on Expert Knowledge

We surveyed 150 Infectious Disease specialists 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 28th and February 4th, 2016.

Explore Important Brand Loyalty Issues

NPS+ HIV (EU5) 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

NPS+ HIV (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

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