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Stakeholder Opinions: Physician perception of biologics in autoimmune disease - Targeted detailing is the key to success
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
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Opinion from 540 physicians
including rheumatologists, dermatologists and
gastroenterologists
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Data from physicians and
opinion leaders across the seven major markets of the US, Japan,
France, Germany, Spain, Italy and the UK
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Analysis of the extent to which
certain factors affect physician prescribing, with comparison
across each specialty
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Analysis of the opinion
dynamics for the key brands used across prominent autoimmune
diseases
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.
Reasons to Purchase
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Target physicians more
efficiently by understanding the differences in brand perception
between physician specialties
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Tailor your marketing message
to the attributes most important to prescribing physicians
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Assess the regional dynamics of
physician perception in autoimmune disease across the seven
major markets
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