Brand Loyalty: Fixed-Dose Combination Drugs Lead the US, EU HIV Markets, New Survey Shows
Infectious disease specialists in both the US and Europe are most satisfied with, and likely to recommend, fixed-dose combination (FDC) therapies to treat HIV. This is according to a new series of reports exploring brand loyalty in the HIV treatment area. Of the brands surveyed, only one monotherapy scores in the top four, possibly due to FDCs' lower tablet burden and better viral load outcomes for patients.
Details are available in FirstView's NPS+ HIV for the US and European markets, due out in March 2016. Both reports are based on surveys of prescribing infectious disease (ID) specialists (100 in the US and 150 in Europe), and compare loyalty for eight major HIV treatments: Evotaz, Intelence, Isentress, Selzentry/Celsentri, Stribild, Triumeq, Truvada and Viread.
The reports build on the highly respected Net Promoter Score to reveal whether doctors are loyal to HIV brands, or likely to switch. Readers will also learn what drives doctors to recommend specific brands, how recommendations affect market share and how much share brands stand to gain by winning over their Detractors.
High Satisfaction, Low Loyalty
Despite high overall satisfaction with available HIV treatments, loyalty scores for all of the surveyed brands are low, and neither the US nor the European market has many so-called "exclusive promoters" — doctors who recommend only one brand. These findings are consistent with HIV treatment, as doctors frequently use several drugs interchangeably, switching often to prevent patients from building up resistance.
In fact, every brand's promoters tend to recommend several other brands — typically those with complementary mechanisms of action. The reports highlight recommendation patterns, such as whether FDC or monotherapy promoters recommend more brands overall, and whether monotherapy promoters are more likely to recommend other monotherapies.
Clinical Concerns Trump Cost
The reports also look at the brand attributes that drive recommendations, revealing that clinical concerns are paramount in both markets. While US ID specialists tend to prioritise drugs' side-effects profiles, their EU counterparts are more focused on long-term safety and efficacy. Cost is moderately important in both markets, although somewhat more important to US respondents. These findings are unsurprising in a treatment area where oral therapies are the only option for patients suffering from a chronic condition.
"Passives" Offer Opportunity for Market Share Wins in EU
A key difference between the US and EU markets is the latter's high number of so-called "Passives" — respondents who are neither promoters nor detractors of a given brand. Passives represent an important opportunity for drug manufacturers to pick up additional market share by persuading them to become promoters. Manufacturers can use the reports' breakdown of brand attribute associations to identify the types of promotional messages that are more likely to succeed.
Full Survey Results Now Available
The full survey results are now available in FirstView's NPS+ HIV reports for the US and EU5 (France, Germany, Italy, Spain, and the UK). Sample pages are available upon request from the FirstWord Web site.
For more information, contact FirstView (firstname.lastname@example.org) or call +1 212-220-0880 or +44(0)20.7665.9240
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