Download CV Strategy Research

Perceptions of
AstraZeneca in
Cardiovascular
Medicine
Research Sample
Cardiologist
PCP
TOTAL
France
10
10
20
Italy
10
10
20
UK
10
10
20
TOTAL
30
30
60
Cardiologist
Practice Setting
Cardiologist
Hospital Type
One hour In-Depth Interviews (IDIs) with 60 treaters of CV disease across France, Italy and the UK
Satisfaction with Current
Treatments
Atherosclerosis
ACS
BP Lipids
Dissatisfied
Satisfied
10
To Slow Atherosclerosis
 Data shows this can
be achieved with high
dose statins, however
these doses are not
often used
> Some scepticism
about real world
practicality
"Controlling
atherosclerosis is
something we'd really like
to do, but at the present
it's just utopic“ Ita, Card
20
30
40
50
To Prevent Events in ACS
 Can reduce the risk,
but still the biggest
risk factor for having a
heart attack is already
having had one
“Drugs are okay, but
events still occur - for
several different
reasons it’s difficult to
control“ Fra, PCP
60
70
80
90
100
To Control BP
 Can get most people
to goal but often
need combination
treatment
> Satisfaction
would be higher if
you could
achieve goal with
monotherapy
To Control Blood Lipids
 Generally satisfied,
good range of drugs
available though
improved efficacy
would be desirable
especially in primary
prevention
“There’s not a magic drug.
We get most people
controlled on 1,2 or 3
agents with quite a lot of
dose adjustment“ UK, Card
"I'm satisfied with lipid
control because
current agents are
complete in terms of
effects” Ita, Card
Satisfaction with ability to control blood lipids and blood pressure is relatively high
Base: All respondents (n=60) rated their satisfaction with treatments on a 0 - 100 scale with 100 being fully satisfied
Perceived Range of CV Products
Perceived Range of CV Products (Mean Rank)
AZ
Pfizer
Sanofi
Novartis
MSD
BMS
GSK
Bayer
Lilly 6
1
5
0
1
5
2
3
3
2
4
AZ, Pfizer and Sanofi were ranked highest for the range of their CV products
Base: All respondents (n=60)
Respondents ranked top 5 companies, from 1-5, from list of 20
5
Perceived Commitment to and Treatments
for CV Disease
Overall Importance in Treating CV Disease (Mean Rank)
AZ
Sanofi
Pfizer
Novartis
“AstraZeneca has a long term
commitment to CV – they’ve always
been present with various
molecules” Fra, Card
MSD
Lilly
BMS
Bayer
GSK
60
1
5
2
5
3
3
4
2 5
 AZ was ranked highest because of their diverse products, their research activity and support of CME
 Sanofi was second because of their products and the level of support (education, information, materials) they provide
 Pfizer was third because of their products and their support of CME
AZ was ranked highest for its perceived commitment to physicians in treating CV disease, followed
by Sanofi, Pfizer and Novartis
Base: All respondents (n=60)
Respondents ranked top 5 companies, from 1-5, from list of 20
PCPs – Spontaneous Mentions of
Franchises (Across all Therapy Areas)
Lipid lowering
Hypertension/CV
Respiratory
Lipid lowering
Respiratory
Gastroenterology
Hypertension
Diabetology
Osteoporosis
 Many respondents stated
that many companies now
offer a range of products
and are no longer
differentiated
 Rationale for mentioning an
individual company was
typically current provision of
good product(s) rather than
service provision etc.
 AZ mentions centred
strongly around lipid
lowering with no mentions
of other CV products
Lipid lowering &
Hypertension
AZ was mentioned by PCPs most frequently for (lipid lowering> respiratory> gastroenterology
franchises)
Cardiologists – Spontaneous Mentions of
CV Franchises
 Relatively small number of
companies were seen as
having a franchise in
cardiology
Hypertension/OAP
Lipid lowering
Lipid lowering
Hypertension
OAP
Lipid lowering &
Hypertension
Hypertension/
Angina
 Current provision of good
product(s) was the main
reason for a company to be
suggested
“The only thing that matters to me
is the drug; they all have a betablocker, an ACE inhibitor and a
Ca antagonist, no one is better
than the others" Ita, PCP
 Sanofi was most mentioned
and was strongly associated
with OAP
 AZ mentions were again
centred strongly around lipid
lowering with one mention of
OAPs
Sanofi was most commonly mentioned as having a CV franchise, Pfizer and AZ were seen as
leading in lipid lowering
CV Franchise Preference
Franchise Rankings (Mean Rank)
Least
willing 1.0
to lose
6.0
2.0
5.0
3.0
4.0
4.0
3.0
5.0
2.0
Most
willing 6.0
to lose
1.0
AZ
Sanofi
Pfizer
Novartis
MSD
Lilly
AZ was the CV franchise respondents said they would be least willing to lose because of products,
support and innovation
Base: All respondents (n=60)
Respondents ranked franchises from 6 (would be most willing to lose) to 1 (would be least…)
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