Analyst Notes: CLL treatments - A tale of two regions in terms of brand health, satisfaction and loyalty

Oncologists and haematologists in the US and EU5 countries (France, Germany, Italy, Spain and the UK) offer differing perspectives on critical brand health issues such as NPS, satisfaction and loyalty for treatments for chronic lymphocytic leukaemia (CLL).

To obtain those ratings, FirstView surveyed 100 US-based and 150 EU5-based oncologists and haematologists about 6 major CLL brands: Arzerra, Gazyva/Gazyvaro, Imbruvica, Rituxan/MabThera, Venclexta/Venclyxto and Zydelig.

Could this trans-Atlantic divide be influencing your market share, and what are the strategic options available to you to change things?

Candid comments reveal key insights on critical brand attributes

Both the US and EU5 reports feature unique "Brand DNA" sections, collections of verbatim comments from surveyed doctors. These comments reveal a host of positive comments, as well as concerns — ranging from lack of familiarity with some brands, to worries about efficacy, side effects, delivery methods and more — particularly for low-scoring brands. Brand owners can mine these insights for clues about how to tailor their messaging.

Hope for low-ranking brands

The reports' brand message analyses may also help brand owners do a better job of connecting with doctors by highlighting the promotional messages that drive the most recommendations, and resonate most with Promoters. This is key for low-ranking brands, many of which are poised for enormous market share gains if they can win over Detractors and persuade them to become Promoters. In fact, the lowest-ranking brands in the US and Europe stand to increase market share by 600% to 700%.

Europeans more loyal than their US counterparts, particularly for one brand

Across most brands in both regions, the reports demonstrate that, happy or not, oncologists and haematologists are not brand loyal. The only outlier is in Europe where one brand scored above the magic level of 3, suggesting high loyalty.

Full reports are available from FirstView

These findings, along with the full survey results are included in FirstView NPS+: CLL 2017 for the US and EU5 markets. Available for direct download from the FirstView reports store, the reports offer detailed insights and side-by-side comparisons that, until now, have been available only through costly bespoke research. For more information, you may also contact FirstView by calling +1 212-220-0880 or +44(0)20.7665.9240

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