Decision Resources, one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that surveyed rheumatologists' perception of Bristol-Myers Squibb's Orencia is low among rheumatoid arthritis agents. Rheumatologists are less satisfied with the agent when compared to tumor necrosis factor-alpha (TNF-alpha) inhibitors across the top drivers of perception such as inducing remission, improving symptoms and slowing the progression of structural damage. They are also less satisfied with Orencia's affordability and number of reimbursement restrictions compared to other rheumatoid arthritis brands.
In contrast, surveyed patients who are currently taking or have taken Orencia perceive the agent second best out of the nine surveyed brands. Patients are satisfied with Orencia because of its ability to eliminate symptoms and lessen disability when compared to TNF-alpha inhibitors. However, this high perception may be attributed to the fact that an overwhelmingly majority of Orencia patients have switched to the drug after failing treatment with a TNF-alpha inhibitor.
The new report entitled Brand Perceptions in Rheumatoid Arthritis also finds that Orencia's physician-targeted messages were the two least appealing messages among the surveyed agents. Instead of targeting key resonance drivers such as improving joint symptoms, slowing progression of joint damage and helping patients function in basic daily and social activities, Orencia's lowest-ranked message targets copays and insurance coverage.
Orencia's patient-targeted message of 'Oh, yes I can!' ranks first among patients. This message encompasses many of patients' key resonance drivers, emphasizing the ability to improve quality of life as well as being simple and easy to remember.
"Orencia's consumer marketing group is doing a great job with the 'Oh, yes I can!' campaign. The greatest percentage of patients we surveyed correctly matched Orencia to its message and found the message to be the most appealing among all rheumatoid arthritis brands," stated Nicole Westphal, Ph.D., analyst and product manager at Decision Resources. "However, Orencia's physician marketing group has a long way to go if it wants to succeed in building positive brand perception among rheumatologists. Messages targeted at physicians should emphasize slowing progression of joint damage and helping patients function in basic daily and social activities."
About Brand Perception Series
Decision Resources' 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.
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