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¨Presentation Brand and reputation survey2009 f novonordisk
1. Brand & Reputation Survey- Algeria
Novo Nordisk Algeria
Brand and
Reputation Survey
-Internship Presentation byAbderrahamane Guellil
2. Brand & Reputation Survey- Algeria
Agenda slide
1
Project: Needs, Objectives, Focus, Stages.
2
Findings (Patients, Primary Care, Secondary Care, Nurses)
3
Identified gaps and Action plans : (Patients, Primary Care
Secondary Care)
4
Conclusions
3. Brand & Reputation Survey- Algeria
Project Need
• Changing dynamics in the market
• Novo Nordisk has become “the player” in the Algerian diabetes market
• No brand and reputation survey undertaken so far
Project Objective
• Understand Novo Nordisk’s current brand and reputation status in Algeria
• Support Novo Nordisk in order to achieve and sustain diabetes brand
leadership
Project Focus
• Understand the underlying drivers of a diabetes company brand and
reputation
• Measuring Novo Nordisk’s reputation vis-à-vis major competitors
• Next steps for Novo Nordisk to achieve and sustain brand leadership
4. Brand & Reputation Survey- Algeria
Project Stages
Stage 1: Survey Design
Stage 2: Field work
•Questionnaire adaptation & translation
•Data collection
•Defining Sample
•Data processing and methodology
•Approach to scores calculation
Stage 3: Analysis
Stage 4: Workshop
Stage 5: Presentation
•Data Analysis and report
•Organize workshop with
•Presentation of final results
preparation
affiliate in order to discuss
•Action plan presentation
and choose appropriate
action points
Tools & Methods:
•
•
•
Market researchh.
Data analysis model/Statistical software (SPSS, Excel.)
Communications/Marketing
5. Brand & Reputation Survey- Algeria
Sample Size
West
31%
MI
GP
Endo/Diab
47
15%
80%
5%
26%
39
Center- West
East
23%
7
37
2
MI
GP
Endo/Diab
Center- East
20%
35
20%
75%
5%
7
26
2
30
MI
30%
12
MI
20%
6
GP
55%
21
GP
75%
23
Endo/Diab
15%
6
5%
2
Endo/Diab
Total regions
Patients
Total regions
Nurses
Region
# of
drs/region
West
1,427
Center West
1,217
Center East
931
East
1,070
Total
100
30
4,645
31%
26%
20%
23%
City
# of drs/city
Oran
418
Alger
814
Setif
299
Constantine
352
•The list refers to doctors who are visited by medical representatives.
6. Brand & Reputation Survey- Algeria
Insulin producers in Algeria
Company
ELI LILLY
NOVO NORDISK
SAIDAL
SANOFI-AVENTIS
Grand Total
INSULIN PRODUCERS
VOLUME MS%
2008
2009
0.00%
2.89%
72.40%
67.23%
10.29%
12.50%
17.31%
17.38%
100.00%
100.00%
Source: IMS May 09, yearly values are in fact moving annual totals.
VALUE MS%
2008
0.00%
60.71%
4.56%
34.73%
100.00%
2009
1.56%
60.03%
5.38%
33.04%
100.00%
7. Brand & Reputation Survey- Algeria
Producers of
Oral AntiDiabetic drugs
(OADs)
In blue are the companies
with highest value
market share.
Company
A.P.M.
ASIA PHARMACEUTICA
BAYER
BIOCARE
BIOGARAN
BIOPHARM
BIOVITAL
BOEHRINGER I.
CROVIS PHILCOM
DAR AL DAWA
EIPICO
EL KENDI
FRATER
GEOPHARM
GROUPE SANTE
HAYAT
HIKMA
J.P.M.
LAB INDETERMINE
LAD PHARMA
LIFE PHARMA
MEDIFARMAL
MENARINI
MERCK LIPHA SANTE
NOVA ARGENTIA
NOVO NORDISK
PFIZER
PHARCO
PHARMALLIANCE
PHARMIDAL
PROMOPHARM
SAIDAL
SANOFI-AVENTIS
SERVIER
SOPHAL
SPIMACO
UPC PRODUCT
Grand Total
MS% Val
0.12%
0.15%
2.68%
0.89%
0.17%
0.00%
0.00%
0.00%
0.06%
0.04%
0.00%
0.28%
0.04%
0.38%
0.03%
0.00%
10.93%
0.00%
0.00%
0.00%
0.00%
0.00%
1.45%
20.28%
0.00%
7.73%
0.00%
0.00%
0.71%
0.00%
0.00%
8.31%
42.06%
3.66%
0.00%
0.00%
0.02%
100.00%
9. Questionnaire
Slide no 9
• SECTION : FAMILIARITY SCREENER:
•
•
•
•
•
•
•
•
•
Please indicate what type of diabetes you have.
What is your age?
What form of diabetes medication do you take?
Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first
company that comes to your mind?
Can you think of other pharmaceutical companies that are active within the area of diabetes?
And still thinking of companies that are active within diabetes, which of the following companies are
you aware of?
How familiar are you with the following companies in the area of diabetes?
Please consider diabetes only.
SECTION: BRAND GOAL AND REPUTATION GOAL :
•
•
We would like you to consider some statements, and tell us how well they describe the company
The next set of statements focus on your attitude towards and perception of the company
• SECTION : BRAND AND REPUTATION ATTRIBUTES :
•
We would now like you to examine some more specific statements, and tell us how well you believe
they describe the company
• SECTION : SUPPORTIVE BEHAVIORS:
•
The next questions concern a number of different attitudes or behaviors you would have towards
the company
• SECTION: AWARENESS OF ACTIVITIES:
•
In the last six months, have you seen or heard any of the following about Novo Nordisk’s
involvement in changing diabetes? Please select all that apply.
• SECTION: DEMOGRAPHICS:
•
•
How long have you been diagnosed with diabetes?
Region
12. FAMILIARITY SCREENER
which of the following companies are you aware ofELI LILLY, SANOFI-AVENTIS,SAIDAL,
NOVONORDISK, HIKMA, SERVIER, MERCK LIPHA SANTE, Bayer, Not sure / No answer.........
Q:Can you think of other pharmaceutical companies that are active within the area of diabetes?
?
Slide no 12
14. AWARENESS OF ACTIVITIES
Slide no 14
In the last six months, have you seen or heard any of the following about
Novo Nordisk’s involvement in changing diabetes?
15. Slide no 15
We would like you to consider some statements, and tell us how
ell they describe
16. Slide no 16
BRAND GOAL AND REPUTATION GOAL
We would like you to consider some statements, and tell us
how well they describe
17. Slide no 17
SUPPORTIVE BEHAVIORS
How well do the following statements describe your
attitude towards
22. FAMILIARITY SCREENER.PC
Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first
Can you think of other pharmaceutical companies that are active within the area of diabetes?
which of the following companies areyour aware of?
company that comes to you mind?
Slide no 22
26. PRODUCTS (GLP-1 and DPP-4).PC
Which of the following statements best describes your familiarity with each of the following
product classes?
Slide no 26
27. FAMILIARITY SCREENER. SC
Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first
Can you think of other pharmaceutical companies that are active within the area of diabetes?
company that comes to your mind?
which of the following companies are you aware of?
Slide no 27
29. Slide no 29
PRODUCTS (GLP-1 and DPP-4).SC
Which of the following statements best describes your familiarity with each of the
following product classes?
36. Slide no 36
In general, how often are you in personal contact with your company diabetes representative.
Please consider all types of contact you have.
37. Slide no 37
We would like you to consider some statements, and tell us how well they describe
the companies
38. Slide no 38
We would like you to consider some statements, and tell us how well they describe
39. Slide no 39
We would like you to consider some statements, and tell us how well they describe
the companies
40. Slide no 40
We would like you to consider some statements, and tell us how well they describe
the companies
41. Slide no 41
We would like you to consider some statements, and tell us how well they describe
the companies
43. Full Scorecard Primary Care
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Has excellent top management
Focuses on diabetes care, not only medical treatment
Is deeply committed to diabetes
Has a clear vision for its future
Shows high ethical standards in everything it says and does
Is open and transparent about the way the company operates
Is patient oriented – understands and addresses their needs
Stands behind its diabetes products
Provides products that help people with diabetes achieve a better quality of life
Offers high-quality diabetes products
Provides the best insulin
Provides the best diabetes devices
Offers diabetes products that are good value for the money
Provides adequate support to manage changes in the company's diabetes product
portfolio
Offers high-quality diabetes support services
Provides full and reliable knowledge about diabetes
Employs highly competent sales representatives
Provides high-quality diabetes education services for healthcare professionals
Continuously expands the data to support its diabetes products
Shows strong prospects for future growth in the area of diabetes
Tends to outperform its competitors in the area of diabetes
Consistently delivers good financial results
Regularly introduces innovative diabetes products
Regularly introduces innovative services to support diabetes care
Adapts quickly to change
Will produce the next breakthrough in diabetes care
Employs highly competent diabetes scientists
Is a good company to work for
Promotes diversity in the workplace – i.e. gives equal opportunities to employees,
regardless of gender, age, ethnic background or any other difference
Is a socially responsible company in everything it says and does
Is an environmentally responsible company
Actively works to curb the global burden of diabetes
Provides access to healthcare in third world countries
partnerships with healthcare professionals, diabetes organisations and/or health
authorities
Works as an equal partner with its stakeholders for a common goal
Changes the way diabetes is prevented
Changes the way diabetes is treated
sales representatives that have a good reputation
Presentation title
Market Leadership
Market Leadership
Market Leadership
Market Leadership
Corporate Responsibility
Corporate Responsibility
Corporate Responsibility
Services
Products
Products
Products
Products
Products
Services
Services
Services
Services
Services
Services
Market Leadership
Market Leadership
Market Leadership
Innovation
Innovation
Market Leadership
Innovation
Innovation
Corporate Relitsponsibiy
Corporate Responsibility
Corporate Responsibility
Corporate Responsibility
Market Leadership
Corporate Responsibility
Market Leadership
Market Leadership
Innovation
Innovation
Services
Slide no 43
Sanofi Saidal
Date
Slide
Novo no 43
Merck
52.33
64.45
63.11
61.58
55.47
62.70
68.57
64.49
59.06
62.22
52.54
58.35
53.57
28.87
44.25
40.48
41.22
47.87
35.12
42.56
51.93
47.57
42.36
44.35
46.68
53.33
41.08
69.91
75.70
74.19
62.05
64.96
81.77
78.43
81.75
82.12
74.84
80.86
65.39
21.87
51.66
40.62
49.81
25.77
34.12
54.72
51.28
51.53
35.01
26.28
42.67
29.02
48.86
54.47
54.61
58.81
55.62
52.94
56.74
63.01
60.16
44.91
60.42
63.42
56.40
53.84
61.67
41.22
47.72
47.42
41.12
35.86
45.19
46.03
42.51
41.02
28.47
42.61
41.77
37.65
35.72
43.15
59.09
68.04
63.02
65.12
59.74
72.32
72.38
73.69
70.39
60.70
75.45
67.61
73.90
68.09
78.75
44.39
53.57
44.33
37.50
28.45
45.03
49.87
47.32
36.87
37.18
36.98
45.67
52.04
45.47
54.91
50.89
41.60
41.18
41.14
52.80
30.31
23.08
39.45
29.96
30.85
55.49
47.07
48.73
46.09
64.02
37.37
39.54
36.93
13.27
57.13
45.45
49.24
42.79
45.94
44.15
33.09
33.58
37.55
31.50
36.66
52.51
51.39
51.11
53.81
46.86
35.65
44.58
43.24
31.83
16.01
44. Presentation title
Slide no 44
Date
Slide no 44
Primary Care
%52,00
%50,21
%50,00
%48,00
%47,75
%46,00
%45,41
%44,00
%42,92
%42,00
%40,00
%38,00
Merck
Novo
Saidal
Sanofi
45. Full Scorecard Secondary Care
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
Has excellent top management
Focuses on diabetes care, not only medical treatment
Is deeply committed to diabetes
Has a clear vision for its future
Shows high ethical standards in everything it says and does
Is open and transparent about the way the company operates
Is patient oriented – understands and addresses their needs
Stands behind its diabetes products
Provides products that help people with diabetes achieve a better quality of life
Offers high-quality diabetes products
Provides the best insulin
Provides the best diabetes devices
Offers diabetes products that are good value for the money
Provides adequate support to manage changes in the company's diabetes product
portfolio
Offers high-quality diabetes support services
Provides full and reliable knowledge about diabetes
Employs highly competent sales representatives
Provides high-quality diabetes education services for healthcare professionals
Continuously expands the data to support its diabetes products
Shows strong prospects for future growth in the area of diabetes
Tends to outperform its competitors in the area of diabetes
Consistently delivers good financial results
Regularly introduces innovative diabetes products
Regularly introduces innovative services to support diabetes care
Adapts quickly to change
Will produce the next breakthrough in diabetes care
Employs highly competent diabetes scientists
Is a good company to work for
Promotes diversity in the workplace – i.e. gives equal opportunities to employees,
regardless of gender, age, ethnic background or any other difference
Is a socially responsible company in everything it says and does
Is an environmentally responsible company
Actively works to curb the global burden of diabetes
Provides access to healthcare in third world countries
partnerships with healthcare professionals, diabetes organisations and/or health
authorities
Works as an equal partner with its stakeholders for a common goal
Presentation title
Slide no 45
Saidal
Date
Sanofi
24.38
Market Leadership
65.09
Market Leadership
49.86
Market Leadership
45.09
Market Leadership
Corporate Responsibility 48.16
Corporate Responsibility 56.73
Corporate Responsibility 50.84
54.82
Services
60.27
Products
70.24
Products
51.82
Products
60.30
Products
53.43
Products
Slide no 45
24.48
39.45
41.11
37.35
36.19
38.87
40.07
41.36
46.05
40.08
40.57
36.73
49.76
Novo
30.54
53.94
65.43
57.05
47.70
56.76
54.19
54.72
67.77
70.40
64.55
64.32
56.02
Merck
27.09
37.50
42.44
51.49
40.42
45.24
46.37
49.77
52.44
52.32
36.61
42.74
37.68
38.37
43.66
52.41
54.14
45.81
54.35
52.24
49.62
49.88
44.23
56.55
58.84
58.25
44.05
62.71
35.03
38.16
38.56
36.37
37.58
37.53
31.19
33.65
33.14
29.84
37.52
38.28
36.70
31.84
40.33
60.26
68.62
63.86
57.59
56.25
58.13
57.21
67.94
53.91
54.48
60.65
61.01
71.62
58.28
64.01
38.52
42.21
40.30
40.24
35.54
42.09
43.34
40.72
34.83
43.75
36.85
40.54
43.46
34.53
49.94
54.94
Corporate Responsibility 25.48
Corporate Responsibility 47.35
36.82
Market Leadership
Corporate Responsibility 40.95
33.50
35.12
36.65
34.68
34.85
52.34
42.63
49.17
37.17
34.09
39.70
33.16
34.94
22.74
37.44
31.22 36.19
47.03 30.91
36.16
33.56
30.06
30.66
Services
Services
Services
Services
Services
Services
Market Leadership
Market Leadership
Market Leadership
Innovation
Innovation
Market Leadership
Innovation
Innovation
Corporate Relitsponsibiy
Corporate Responsibility
Market Leadership
Market Leadership
46. Presentation title
Secondary Care
Slide no 46
Date
Slide no 46
%60,00
%54,42
%49,60
%50,00
%40,00
%39,49
%35,99
%30,00
%20,00
%10,00
%0,00
Merck
Novo
Saidal
Sanofi
47. Full Scorecard Patients
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
Has excellent top management
Focuses on diabetes care, not only medical treatment
Is deeply committed to diabetes
Has a clear vision for its future
Shows high ethical standards in everything it says and does
Is open and transparent about the way the company operates
Is patient oriented – understands and addresses their needs
Stands behind its diabetes products
Provides products that help people with diabetes achieve a better quality of life
Offers high-quality diabetes products
Provides the best insulin
Provides the best diabetes devices
Offers diabetes products that are good value for the money
Provides adequate support to manage changes in the company's diabetes product
portfolio
Offers high-quality diabetes support services
Provides full and reliable knowledge about diabetes
Employs highly competent sales representatives
Provides high-quality diabetes education services for healthcare professionals
Continuously expands the data to support its diabetes products
Shows strong prospects for future growth in the area of diabetes
Tends to outperform its competitors in the area of diabetes
Consistently delivers good financial results
Regularly introduces innovative diabetes products
Regularly introduces innovative services to support diabetes care
Adapts quickly to change
Will produce the next breakthrough in diabetes care
Employs highly competent diabetes scientists
Is a good company to work for
Promotes diversity in the workplace – i.e. gives equal opportunities to employees,
regardless of gender, age, ethnic background or any other difference
Is a socially responsible company in everything it says and does
Is an environmentally responsible company
Actively works to curb the global burden of diabetes
Provides access to healthcare in third world countries
partnerships with healthcare professionals, diabetes organisations and/or health
authorities
Works as an equal partner with its stakeholders for a common goal
Presentation title
Slide no 47
Sanofi Saidal
Date
6.25 3.13
Market Leadership
29.1 14.6
Market Leadership
32.6 21.5
Market Leadership
23.8 13.5
Market Leadership
Corporate Responsibility 14.5 7.05
Corporate Responsibility 19.4 8.31
Corporate Responsibility 25.3 14.3
17.6 3.13
Services
35.3 27.9
Products
51.3 26.6
Products
29.2 11.9
Products
20.8 15.5
Products
22.3 10.2
Products
Services
Slide
Novo no 47
Merck
17.9
20.8
37.6
20.2
48.6
41.4
39
43.5
28.5
19.6
16.9
22.6
31.8
21.4
45.1
23.8
57
44
66.9
25.6
44.4
40.2
42.1
31.3
28.4
19
24.9
19.9
9.11
15.1
15.8
27.6
29.7
29
7.44
24
29.4
35.8
14.1
26.4
13.6
9.2
3.13
7.68
18
4.55
8.93
10.1
18.3
9.82
2.95
6.34
15.1
21.4
8.93
4.88
18.7
30.3
25.9
22.7
25.6
35.9
48.5
32.8
43.9
23.8
32.2
57.3
31.4
27.7
20.8
22
20.8
17.3
19.6
20.2
28.3
28.9
20.5
20.2
16.7
19.6
28.3
22
27.4
17.9
31.1
Corporate Responsibility 23.5
Corporate Responsibility 17.1
3.22
Market Leadership
Corporate Responsibility 35.5
22.1
10.2
8.13
6.25
6.97
43.7
17.6
19.3
9.43
32.4
33.6
19.9
22
19
18.5
9.91
9.38
17.9
19.3
19.9
22
Services
Services
Services
Services
Services
Market Leadership
Market Leadership
Market Leadership
Innovation
Innovation
Market Leadership
Innovation
Innovation
Corporate Relitsponsibiy
Corporate Responsibility
Market Leadership
Market Leadership
23.5
18.9
48. Patients
Presentation title
Slide no 48
Date
Slide no 48
%35,00
%32,31
%30,00
%25,03
%25,00
%21,88
%20,00
%15,00
%11,08
%10,00
%5,00
%0,00
Merck
Novo
Saidal
Sanofi
49. Average (East+Center East +West + Center West )
Slide no 49
60,00
59,15
50,00
47,04
45,79
38,61
40,00
30,00
20,00
10,00
00,00
Merck
Novo
Saidal
Sanofi
51. Strenghts
• Leadership Algerian market on diabetes
care especially in insulin’s area.
•Marketing strength in major geographical
and therapeutic areas
•Sales force developed in north Algeria
• Good financial handling.
• Strong R&D performances in devices
innovations
Opportunities
•Main therapy area focus (diabetes) is
expected to experience strong industrywide growth in emergent countries like
Algeria.
•New products (GLP-1 and DPP-4)
• sales opportunities in saud of Algeria.
•Virtual awarness
Weaknesses
Slide no 51
•Less awarness for patients and nurse.
•Patients and nurses have no direct
interaction with the company. Most of them
know the company only through its
products.
• 7.73 % Market share in Oral Anti- Diabetic
drugs.
•big part revenue comes from insulin.
Threats
• Strong competitiveness in diabetes care
( Merck, Sanofi)
•Increased competition for core products
like Oral drugs as its high cost encourages
use of cheaper alternative
treatments.(generics)
52. Brand & Reputation Survey- Algeria Brand & Reputation 2009
Findings out of the survey vs. Patients
•Majority of patients reported poor Wellbeing and
had worries about managing their condition.
•Majority of people with diabetes do not perceive
their diabetes caregivers coordinate care.
•Majority of people with diabetes are not able to
manage their treatment as prescribed.
Slide no 52
53. Slide no 53
Findings out of the survey vs.SC & PC
•Healthcare providers do not identify and evaluate their
patients’ psychological needs.
•More than half of all healthcare professionals ask for
new methods for improved communication.
•Nurses clam more visit from the educators.
•Gps are not aware of new finding in the area of diabetes.
54. Brand & Reputation Survey- Algeria Brand & Reputation 2009
Slide no 54
Action proposal
Patients:
• Enhance communication between people with diabetes and
healthcare providers.
• Increase number of educators.
•Organize meeting date with patients to increase the Patients
awareness.
PC & SC:
• Promote communication and coordination between healthcare providers.
• Overcome barriers to effective therapy.
• Enable better psychological care for people with diabetes:
•use educators and psychologists through radio TV
•develop different brochures.
•organize specialized symposia in order to raise awareness
about the need to give psycho
55. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009
Concrete strategies
• Raise awareness and advocacy.
• Mobilize people with diabetes.
• Train healthcare providers.
• Provide practical tools and systems.
• Drive policy and healthcare systems change.
• Develop psychosocial research in diabetes.
• Raise awareness through Diabetes Ambassadors
(for psychological…)
Slide no 55
56. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009
Slide no 56
IT a key driver of attitude and behavior
• Interactive multi-media communication training for
healthcare professionals specially the GPs and Nurse
• VIDEO-LINKs in collaboration with local partners.
• Use the Internet website for adolescents and children.
57. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009
Slide no 57
Some lessons learned
•Only through partnership and focus on the real end
user needs can Novo Nordisk sustain its brand name.
• Novo Nordisk and stackholders can work effectively
together through value-based information sharing.
• stakeholder surveys and value-driven
knowledge bases form a strong platform for truly
stakeholder driven concerted action.
• Motivational and behavioral psychology can inform
and improve more effective use of IT systems to align
processes and as in this case improve healthcare
58. Brand & Reputation Survey- AlgeriaBrand & Reputation2009
Conclusion:
Slide no 58
To improve Novo Nordisk Brand name in diabetes
The company must address the
People behind the disease and focus on the person with Diabetes
Novo Nordisk
Healthcare providers
Hospital
Universities
Media
Person
with
Diabetes
Diabetes
scare
Consumer
industry
