Decision Resources, one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that surveyed pulmonologists and patients view Boehringer Ingelheim/Pfizer's Spiriva as the best and second-best chronic obstructive pulmonary disease (COPD) brand, respectively. These stakeholders are satisfied with Spiriva across efficacy, safety and delivery measures but perceive the agent to have a slow onset of action and to be less affordable than other COPD therapies. However, surveyed primary care physicians (PCPs) are less satisfied with Spiriva's efficacy compared with other COPD brands, a view that places the agent fifth among surveyed agents for these doctors.
The new report entitled Brand Perceptions in Chronic Obstructive Pulmonary Disease also finds that surveyed physicians and patients agree that the most influential COPD brand messages are those that highlight the maintenance of daily activities, ease of breathing and reduction of general symptoms. While surveyed physicians do not find messages promoting onset of action important, surveyed patients would respond well to a message highlighting fast relief, a finding that bodes well for AstraZeneca's Symbicort.
"Key stakeholders we surveyed also agree that GlaxoSmithKline Advair's message 'Helps significantly improve lung function for better breathing' is the most influential brand message among COPD brands. The strong message resonance is consistent with overall survey responses that breathing easier and symptom alleviation are strong resonance drivers," stated Nicole Westphal, Ph.D., analyst at Decision Resources.
Decision Resources' new Brand Perception Series quantitatively analyzes physician and patient brand perception and message resonance. The findings are driven by extensive primary research and offer clients an unbiased, comprehensive, cost-effective solution to understanding the full competitive brand landscape.
Brand Perception Series titles for 2009 include: -- Brand Perceptions in Chronic Obstructive Pulmonary Disease -- Brand Perceptions in Rheumatoid Arthritis -- Brand Perceptions in Osteoporosis -- Brand Perceptions in HIV -- Brand Perceptions in Multiple Sclerosis -- Brand Perceptions in Non-Insulin Anti-Diabetics About Decision Resources
Decision Resources (www.DecisionResources.com) is a world leader in market research publications, advisory services and consulting designed to help clients shape strategy, allocate resources and master their chosen markets. Decision Resources is a Decision Resources, Inc. company.
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