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

Infectious diseases specialists and primary care physicians (PCPs) 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 hepatitis C virus infection (HCV).

To obtain those ratings, FirstView surveyed 100 US-based and 150 EU5-based infectious diseases specialists and PCPs about 8 major HCV brands: Daklinza, Epclusa, Harvoni, Mavyret/Maviret, Olysio, Sovaldi, Viekira Pak/Viekirax and Zepatier.

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 attributesfir

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 300 percent to 1300 percent.

US physicians more satisfied than their European counterparts, particularly for one brand

Across most brands in both regions, the European reports shows that, loyal or not, European infectious diseases specialists and PCPs are not happy with current treatment options. In the US, however, one brand gets the nod above all other brands in terms of satisfaction and overall NPS. Is it your brand?

Full reports are available from FirstView

These findings, along with the full survey results, are included in FirstView NPS+: HCV 2018 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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