Pfizer, MSD Rank Highest on Academic Marketing in China, According to Kantar Health Research

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Kantar Health surveys 5,000 doctors in China to identify their perceptions of multinational pharmaceutical companies operating in China.

“Interactions between physicians and the pharmaceutical industry have come under increased scrutiny by regulatory bodies in China. The ability to communicate with doctors supported by rigorous clinical and medical evidence is increasingly important.

Physicians in China ranked Pfizer and MSD highest among multinational pharmaceutical companies operating in that country in terms of academic marketing, according to new research conducted by Kantar Health, a leading global healthcare advisory firm, and DXY.cn, the leading online community portal for physicians in China. Academic marketing is defined as promotional and marketing activities that are supported by rigorous medical and clinical evidence.

Chinese physicians ranked Pfizer first and MSD second in the 2013 survey, conducted among 5,000 physicians across multiple specialties. In the inaugural study in 2012, physicians ranked MSD first and Pfizer second. Roche leads in academic marketing among Chinese oncologists. The study asks respondents to analyze how key industry players are viewed regarding their reputations and customer relationships.

“Interactions between physicians and the pharmaceutical industry have come under increased scrutiny by regulatory bodies in China,” said Simon Li, general manager of Kantar Health China. “In such a business environment, the ability to communicate with doctors supported by rigorous clinical and medical evidence is becoming increasingly important.”

Customer Loyalty Is Lower among Chinese Physicians
The study also measured pharma companies’ TRI*M scores, a validated stakeholder satisfaction tool developed by Kantar that is used to measure customer loyalty. The TRI*M Customer Loyalty Score measures respondents on their willingness to recommend a company’s product, willingness to prescribe, perceived competitive advantages and overall satisfaction. Bayer had the highest Customer Loyalty Score in China; however, Chinese physicians ranked all pharmaceutical companies below the mean benchmark score for the 5EU countries.

“Chinese physicians’ TRI*M scores show that they are less loyal to a specific pharma company than their counterparts in Europe,” Li said. “This information is critical for a company to understand where it stands among its customers and how much potential it has to grow. Word-of-mouth recommendation is powerful in today’s environment of informed, opinionated customers who each have access to their own vast networks of peers and colleagues through social media. Companies that are not managing their customers’ opinions will find it much more difficult to steer themselves toward success.”

The results of this survey are available in the report “Evaluation of Academic Marketing and Customer Loyalty Score,” which is available free to the industry.

About Kantar Health
Kantar Health is a leading global healthcare advisory firm and trusted advisor to the world’s largest pharmaceutical, biotech, and medical device and diagnostic companies. It combines evidence-based research capabilities with deep scientific, therapeutic and clinical knowledge, commercial development know-how, and marketing expertise to help clients launch products and differentiate their brands in the marketplace.

Kantar Health deeply understands the influence of patients, payers and physicians, especially as they relate to the performance and payment of medicines and the delivery of healthcare services. Its 700+ healthcare industry specialists work across the product lifecycle, from pre-clinical development to launch, acting as catalysts to successful decision making in life sciences and helping clients prioritize their product development and portfolio activities, differentiate their brands and drive product success post-launch. For more information, please visit http://www.kantarhealth.com.

About DXY
DXY is the largest online academic portal for 5 million Chinese physicians and life sciences professionals. It was established in 2000 and now has 1.8 million licensed physicians. DXY features 100+ columns to facilitate communication, information sharing and collaboration of medical professionals within practically all subspecialties of clinical medicine, basic medical research, life sciences, and pharmaceutical research. For more information, please visit http://www.dxy.cn.

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Stacy Sevcik
Kantar Health
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