Abstract
Introduction
Factors influencing a prescribing decision can diverge from clinical facts. In
the highly competitive autoimmune area, misconceptions and physician habits
can result in loss of sales. Targeted detailing of specialist physicians,
differentiating by indications is the key to success. Datamonitor has surveyed
gastroenterologists, rheumatologists and dermatologists on attribute and brand
perceptions.
Scope of this research
- Opinion from 540 physicians including rheumatologists, dermatologists and
gastroenterologists is included
- Physicians and opinion leaders across the seven major markets of the US,
Japan, France, Germany, Spain, Italy and the UK
- Analysis of the extent to which certain factors affect physician
prescribing, with comparison across each specialty
- Analysis of the opinion dynamics for the key brands used across prominent
autoimmune diseases
Research and analysis highlights
Efficacy and safety factors will always be any physician' s main consideration,
drawing an average of 62% of the weighting by importance when prescribing a
biologic therapy. Actemra' s positive perception from rheumatologists, despite
known side-effects, exemplifies the importance of informing physicians about
issues, rather than masking them.
New TNF inhibitors in autoimmune disease battle against ' me-too' status and
the strong positive opinion of the existing three products in the category.
Humira leads the group with a total score 16% above the average. Newcomer
anti-TNF options Simponi (golimumab) and Cimzia (certolizumab) are not well
perceived by EU prescribing rheumatologists.
Dermatologists' exhibit cynicism towards biologic therapies, scoring all
brands lower than other physician types, less surprising when considering the
nature of most psoriasis therapies. However, Centocor' s Stelara (ustekinumab)
is highly anticipated with dermatologists scoring it 40% above average in
terms of predicted efficacy.
Key reasons to purchase this research
- Target physicians more efficiently by understanding the differences in
brand perception between physician specialties
- Tailor your marketing message to the attributes most important to
prescribing physicians
- Assess the regional dynamics of physician perception in autoimmune disease
across the seven major markets
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