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Physician Perception of Biologics in Autoimmune Disease - Targeted Detailing is the Key to Success
Datamonitor, March 2009, Pages: 137
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. Gastroenterologists, rheumatologists and dermatologists have been surveyed on attribute and brand perceptions
Scope
- Opinion from 540 physicians including rheumatologists, dermatologists and gastroenterologists
- Data from 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
Highlights of this title
Efficacy and safety factors will always be any physicians main consideration, drawing an average of 62% of the weighting by importance when prescribing a biologic therapy. Actemras 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, Centocors Stelara (ustekinumab) is highly anticipated with dermatologists scoring it 40% above average in terms of predicted efficacy.
Key reasons to purchase this title
- 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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