Endocrinologists, primary care physicians (PCPs) and nurse educators perceive Lilly and Novo Nordisk to have the best diabetes corporate image, with Lilly slightly outscoring Novo among endocrinologists and Novo outscoring Lilly among PCPs and nurses. Results show that endocrinologists see wider differences among the diabetes companies in overall image and key performance dimensions more so than do PCPs and nurses, according to Market Strategies International's syndicated 2010 U.S. Diabetes MSImage® study.
“It gives clients market intelligence that can improve their image and influence the behavior of their most important customers.”
The study was conducted with 340 health care providers who evaluated more than 30 key attributes to determine which characteristics and behaviors drive a company's image and performance on key corporate dimensions. The companies evaluated include Amylin, AstraZeneca, Bristol-Myers Squibb, Eli Lilly, Merck, Novartis, Novo Nordisk, sanofi-aventis and Takeda. In addition, the device franchises of Roche, LifeScan, Medtronic, Bayer and Abbott were evaluated on a smaller scale.
Endocrinologists view Lilly as clearly leading in sales force and support services, while being at parity with Novo Nordisk with regard to products, R&D and communications. Generalists, on the other hand, view Novo as leading in sales force image and being on par with Lilly in other key aspects of image. Merck followed as a close third among PCPs in all aspects of image. Nurses see very little differentiation among most of the large companies across dimensions.
"Our MSImage studies help clients understand their strengths and weaknesses in the marketplace and how they stack up against competitors," said Katy Palmer, Ph.D., senior vice president of Market Strategies' global healthcare division. "It gives clients market intelligence that can improve their image and influence the behavior of their most important customers."
Dr. Palmer added, "Past MSImage studies have shown that companies rated high in image can better drive the 'engagement' behaviors that are most important in an environment where share of voice is becoming increasingly competitive. We have shown that there is a strong correlation between a high image and behaviors such as a physician's likelihood to recommend products to colleagues, try new products, make additional time for sales reps and medical science liaisons (MSLs), or visit a company's booth at the American Diabetes Association convention."
Market Strategies also conducted a key driver analysis for each respondent group to identify which attributes are considered "Key Drivers," "Value Adds," "Entry Ticket," and "Low Yield." A total of four attributes were found to be key drivers among all respondent types including:
- Making efforts to understand practice needs
- Providing educational material
- Launching products that advance the treatment of diabetes
- Communicating outcomes of clinical trials clearly
In regards to image among device companies, Medtronic and LifeScan are at the top for endocrinologists and nurses, while PCPs also view Abbott among the leaders.
Market Strategies International