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Novartis Ranks #1 in Customer Retention by European and U.S. Primary Care Physicians

Kantar Health Research Shows AstraZeneca Second in Customer Retention

New research from Kantar Health, a leading healthcare-focused global consultancy and marketing insights company, shows that primary care physicians (PCPs) in the major five European markets and the U.S. rank Novartis first in their ability to drive customer retention for the third consecutive year. AstraZeneca ranks second, narrowing its gap with Novartis.

"Historically, trust and retention are important to a successful business model, but it appears that more than ever, during an economic crisis they take center stage in strategy," says Mark Sales, Head of Global Brand and Stakeholder Management for Kantar Health. "Retention is the key metric in a world where sales models are becoming ever more complex and it's no longer all about seeing the target doctor with the right frequency and the right message."

Kantar Health's results are based on an Internet survey with more than 1,500 general practitioners across the U.S., France, Germany, Italy, Spain and the UK. The survey measured the performance of 16 top companies and evaluated the strength of physician/representative relationships for each measured company using Kantar's proprietary TRI*M™ Index.

Sales Representative Relationship Performance Scores Mixed Between Countries
Retention scores were mixed among the survey countries:

• U.S.: Eight of the 16 companies measured have seen their scores rise. Four companies are tied for first place -- AstraZeneca, Merck, Novartis and Takeda, with Takeda showing the greatest increase in retention scores, from 73 to 83.
• UK: Scores from British PCPs have increased noticeably since last year, with AstraZeneca and Pfizer receiving top scores.
• Germany: Merck and Novartis receive the top relationship-building ratings. Overall industry TRI*M scores are down for the third consecutive year. Of the 16 surveyed companies, only Janssen increases its score this year.
• France: Sanofi-Aventis continues to hold the lead position, as it has for several years. Overall, French TRI*M scores for the industry have fallen again since last year.
• Spain: Although down a bit from last year, Novartis continues to lead the PCP retention results in Spain with a score of 91 -- the highest PCP TRI*M score received by any company in any country in this year's survey.
• Italy: For the third year in a row, Italian PCPs rank Novartis at the top of relationship-building ratings. Twelve of the 16 surveyed companies, including the leader Novartis, show declines in their PCP scores.

Across countries, Novartis has the strongest performance in sales representative relationship building, achieving top TRI*M scores in four of the six surveyed countries -- the U.S., Germany, Spain and Italy. Novartis has maintained these four first-place positions over the last several years. AstraZeneca is close behind Novartis in relationship building, ranking first in the U.S. and the UK and second in France and Italy.

"Novartis has the ability to be consistently good across all key metrics; their portfolio is broad, but they also focus where they make sure they're strong," Mr. Sales says. "They are creating an environment in which their customers are receptive to their offer."

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