Brand & Reputation Survey- Novo Nordisk Algeria 2009

Novo Nordisk Brand and Reputation Study 2009

Η εκπόνηση της Πτστιακ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Masters Thesis Submitted in Partial Fulfilment of the Requirements f...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Abstract:
In the present developing and modern day world, consumeris...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Executive summary
a) Project Need:
Our survey project was a big chal...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Stage 3: Analysis:
•

Data Analysis and report preparation

Stage 4:...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Acknowledgements
Many contribute to the development of this project,...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Table of Contents
1. Introduction......................................
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.1.2FAMILIARITY SCREENER..............................................
Brand & Reputation Survey- Novo Nordisk Algeria 2009

1. Introduction:
This introductory section essentially focuses on th...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

1.2 General information about Novo Nordisk:

Headquarter

Denmark

I...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

1.3 Novo Nordisk’s key drivers:
The Heart of Novonordisk business is...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

This article describes the history of GH treatment, current uses, ri...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

1.4 The Novo Nordisk logo

The Novo Nordisk logo is the Apis bull, o...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2) The project focus on:


Understanding the underlying drivers of ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

emotional approach to the company. They claim they have no direct in...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2. Situation Analysis:
2.1 Brand and reputation management
The value...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2.2 Changing diabetes:
In 2005, Novo Nordisk launched a new global b...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2.4 Reputation studies:
Since 2005, Novonordisk worked with Reputati...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Corporate Communications,

Corporate Responsibility Management,

Cor...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2.7 Risk to reputation:
The governance of a company‟s reputational v...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Overall, the pharmaceutical industry shows an upward trend in its co...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

3. Project Methodology and Steps of Execution:
3.1 Methodology and E...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

3.3 Questionnaire translation:
The French version of the questionnai...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

3.4 Defining sample:
As we divided Algeria into four regions we had ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

3.6 Simple size:
31%
MI
GP
Endo/Diab

West

47
15%
80%
5%

7
37
2

C...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

3.8 Quota Realisations and gaps between expectations and outcomes:
T...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4. Survey Key results, analysis, and recommendations:
4.1 Patients:
...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

The 83 patients were dispatching into four
regions, 23,17% in the ea...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.1.2 FAMILIARITY SCREENER:
- The first company that comes in patien...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

After asking the patient about the first
company that comes in mind ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.1.3 Ffamiliarity with the following companies in the area of diabe...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

HIKMA

ELI LILY

SERVIER

BAYER

In analysing familiarity with the c...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Lily, Hikma, Servier, and Bayer are less known with very high percen...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.1.5

BRAND GOAL AND REPUTATION GOAL:

We want to consider some sta...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

on type2 more than type1 because if they invest on type1 it will hav...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Toward Novo, patients definitely would say something positive about ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2 Primary care & Secondary care
Primary care: (General medicine, n...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.3 Companies concerned in our survey

Companies

Sanofi

Page

38...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.4 Percentage of stakeholders in each region:

Centre-east

Centr...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.5 General stakeholders interviewed :

General medicine

Speciali...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

The 26,38% of our target had initiate less than 10 petient a year, 2...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.6 FAMILIARITY SCREENER.PC

Q:Thinking of pharmaceutical companie...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Can you think of other pharmaceutical companies that are active with...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

which of the following companies are you aware of?
In this question ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.7 FAMILIARITY SCREENER

How familiar are you with the following ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Saidal is always on the top with, than in the second level sanofi th...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.9 GLP-1 & DDP-4:

Glucagon-like peptide-1 (GLP-1) is derived fro...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

peptidase-4.
DPP-4 (dipeptidyl peptidase 4 inhibitors, for example s...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.10 Fammilarity screener S.C :

Thinking of pharmaceutical compan...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Thinking of companies that are active within diabetes, which of the ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.11AWARENESS OF ACTIVITIES.SC

SPECIALIST is interested in medica...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

4.2.12 PRODUCTS (GLP-1 and DPP-4).SC
Which of the following statemen...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
In an average year, how many prescriptions do you write for insulin?
...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

In an average year, how many prescriptions do you write oral anti-di...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

This slide allows us to verify Novo Nordisk strategy in the field in...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

Novo Nordisk has a low level of prescription in the OADs that push u...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
Approximately how many people do you diagnose with diabetes each year...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
How many patients on insulin treatment do you personally see or manag...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
In general, how often are you in personal contact with your company d...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

We would like you to consider some statements, and tell us how well ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
We would like you to consider some statements, and tell us how well t...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
We would like you to consider some statements, and tell us how well t...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

5. Observation and recommendations:
5.1 SWOT analysis of Novo Nordis...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

•Healthcare providers do not identify and evaluate their patients‟ p...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

6. Conclusion:
To improve Novo Nordisk Brand name in diabetes The Co...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SCOPE FOR FURTHER RESEARCH

The current study was based on companies...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

7. Bibliography
 www.novonordisk.com
 www.wikipedia.com
 Aaker D....
Brand & Reputation Survey- Novo Nordisk Algeria 2009

8. Appendices
SURVEY ON BRANDS AND REPUTATION
8.1 Patients questionn...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 100 – FAMILIARITY SCREENER
S101: Please indicate what type o...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

None/Don’t Know ……………

(Go to S171)

S170: Can you think of other ph...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

S175: How familiar are you with the following companies in the area ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

d-

ELY LILLY (Makers of: Humalog rapid®, Humalog Mix®, umuline30®, ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

h-

Bayer : (Makers of: GLUCOBAY®)
1. Not at all familiar..............
Brand & Reputation Survey- Novo Nordisk Algeria 2009
Q231 The next set of statements focus on your attitude towards and pe...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

6.

7.
8.

9.
10.
11.
12.

13.

15.
17.
18.
19.

20.

Is open and tr...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

28.
30.

31.

32.
33.

Regularly introduces
innovative services to
s...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 300: SUPPORTIVE BEHAVIORS (COMPANY #1)
Q301 The next questio...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 700: BRAND GOAL AND REPUTATION GOAL (COMPANY #2)
Q730 We wou...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 900: BRAND AND REPUTATION ATTRIBUTES (COMPANY
#2)
Q901 We wo...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
diabetes support services
18.
19.

Provides full and reliable
knowled...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
global burden of diabetes
Provides access to
healthcare in third worl...
Brand & Reputation Survey- Novo Nordisk Algeria 2009
Q801_3 If I had the opportunity, I would participate in relevant even...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 3000 - DEMOGRAPHICS
Finally, we would like you to answer som...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

2. Secondary & primary care questionnaire.

Brand and Reputation Stu...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

SECTION 100 – FAMILIARITY SCREENER
S100: Please indicate your specia...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

S170: Can you think of other pharmaceutical companies that are activ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

S175: How familiar are you with the following companies in the area ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

d-

ELY LILLY (Makers of: Humalog rapid®, Humalog Mix®, umuline30®, ...
Brand & Reputation Survey- Novo Nordisk Algeria 2009

h-

Bayer: (Makers of: GLUCOBAY®)
6. Not at all familiar...............
Brand & Reputation Survey- Novo Nordisk Algeria 2009
Q231 The next set of statements focus on your attitude towards and pe...
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
Novo Nordisk Brand and Reputation Study mba abderrahmane GUELLIL
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  1. 1. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Novo Nordisk Brand and Reputation Study 2009 Η εκπόνηση της Πτστιακής Πρακτικής Εργασίας αποτελεί προϋπόθεση απόκτησης τοσ Μεηαπηστιακού Διπλώμαηος Ειδίκεσζης ζηη Διοικηηική ηων Επιτειρήζεων Page 1 τοσ Οικονομικού Πανεπιστημίοσ Αθηνών, 2009
  2. 2. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Masters Thesis Submitted in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Athens University of Economics and Business, 2009 Students: Page 2 Abderrahmane Guellil
  3. 3. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Abstract: In the present developing and modern day world, consumerism has dominated all the aspects of life. The life in the society follows the pattern of the capitalist culture where the human values have a different measure, „you are known by what you have not by what you are‟. This naturally leads to the life in a society where everyone wants to have a unique place in the society, by possessing the things which sets them apart from the rest of people in the society. In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are dependent on each other for various different reasons. Over the last few years, Algeria has become one of the most prominent and fast growing markets for Novo Nordisk. This favorable situation has led to a necessary expansion and many other changes within the Novo Nordisk affiliate in Algeria. It is expected that the developments in the last years have caused changes in the way the company is perceived by its local external stakeholders. While several corporate brand and reputation surveys have been conducted by Novo Nordisk on a global level, none have been undertaken in the Algerian market so far. With Novo Nordisk stated goal to be the world‟s leading Diabetes Company, it is imperative for the Algerian affiliate Page 3 to understand where Novonordisk should focus to achieve and sustain brand leadership.
  4. 4. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Executive summary a) Project Need: Our survey project was a big challenge for us, Novo Nordisk felt the need of this project because of the changing dynamics in the market, Novo became “the player” in the Algerian diabetes market, and the main reason is that there were no brand and reputation survey undertaken so far. b) Project Objective: In conducting our survey Novo Nordisk want to understand its current brand and reputation status in Algeria to support Novo Nordisk in order to achieve and sustain diabetes brand leadership c) Project Focus: The project focus on understanding the underlying drivers of a diabetes company brand and reputation, Measuring Novo Nordisk‟s reputation vis-à-vis major competitors. How Novo Nordisk achieves and sustains brand leadership. d) Project Stages: The project was conducted in 5 stages: Stage 1: Survey Design: • Questionnaire adaptation & translation • Defining Sample • Data processing and methodology • Approach to scores calculation Stage 2: Field work: Page 4 • Data collection (east, centre east, west, centre west Algeria)
  5. 5. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Stage 3: Analysis: • Data Analysis and report preparation Stage 4: Workshop: • Organize workshop with affiliate in order to discuss and choose appropriate action points Stage 5: Presentation: • Presentation of final results • Action plan presentation Principal results and recommendations made: Only through partnership and focus on the real end user needs can Novo Nordisk sustain its brand name. Novo Nordisk and stockholders can work effectively together through valuebased 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 Page 5 improve healthcare.
  6. 6. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Acknowledgements Many contribute to the development of this project, First, I like to thank Allah for giving me the opportunity to come to Greece and completing the International Master Business Administration degree, I like to thank my parents and my brothers and sisters with whom prayers I could manage to accomplish this academic work. I like to specially thank my brother Fethi for his understanding and constant support during my stay in Greece. I owe special thanks to General Manager Mr Costas and the marketing director Elena Chouliara of Novonordisk Africa & Gulf who accept our internship application, special thanks also to our supervisor Martina Samarova, for her help, encouragement and patience throughout the duration of this project. i would also like to thank Dr. Klas Eric Sodequist associate professor in innovation and knowledge management, who was the initial instigator and early on provided advice and encouragement. And Dr. Vlasis Stathakopoulos professor of marketing research worked and shared generously his experience in conducting a marketing research survey. And big thanks for all the staff of MBA International Program that equip us with the technical and managerial skills to successfully carry out the project. Athens. November 2009 Page 6 Abderrahmane Guellil.
  7. 7. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Table of Contents 1. Introduction................................................................................................................................ 9 1.1Presentation of the company/organization................................................................................. 9 1.2General information about Novo Nordisk............................................................................... 10 1.3Novo Nordisk‟s key drivers......................................................................................................11 1.4The Novo Nordisk logo............................................................................................................13 1.5Definition and description of the mission.................................................................................13 1.6Scope and limitations of the mission........................................................................................14 1.6.1Translation.............................................................................................................................14 1.6.2Data collection vs. Time........................................................................................................15 2. Situation Analysis.....................................................................................................................16 2.1Brand and reputation management...........................................................................................16 2.2Changing diabetes....................................................................................................................17 2.3Performance..............................................................................................................................17 2.4Reputation studies....................................................................................................................18 2.5Novo Nordisk's approach.........................................................................................................18 2.6Building a winning reputation..................................................................................................18 2.7Risk to reputation.....................................................................................................................20 2.8Structural pharmaceutical Industry Analysis (Porter‟s Five Forces)........................................20 3. Project Methodology and Steps of Execution..........................................................................22 3.1Methodology and Execution....................................................................................................22 3.2summary of the major steps of execution.................................................................................22 3.3Questionnaire translation..........................................................................................................23 3.4Defining sample........................................................................................................................24 3.5Breakdown of Drs per region and city.....................................................................................24 3.6Simple size................................................................................................................................25 3.7Data processing methodology and collection...........................................................................25 3.8Quota Realisations and gaps between expectations and outcomes..........................................26 7 4.1Patients......................................................................................................................................27 Page 4. Survey Key results, analysis, and recommendations...............................................................27 4.1.1Quota Realization...................................................................................................................29
  8. 8. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.1.2FAMILIARITY SCREENER.............................................................................................30 4.1.3Familiarity with the following companies in the area of diabetes.......................................31 4.1.4AWARENESS OFACTIVITIES (NOVONORDISK)......................................................33 4.1.5BRAND GOAL AND REPUTATION GOAL..................................................................34 4.2Primary care & Secondary care...............................................................................................37 4.2.1Dispatching quota.................................................................................................................37 4.2.2The survey vs. Companies.................................................................................................... 37 4.2.3Companies concerned in our survey......................................................................................38 4.2.4Percentage of stakeholders in each region.............................................................................39 4.2.5General stakeholders interviewed..........................................................................................40 4.2.6FAMILIARITY SCREENER.PC ........................................................................................42 4.2.7FAMILIARITY SCREENER................................................................................................45 4.2.8AWARENESS OF ACTIVITIES.PC....................................................................................46 4.2.9GLP-1 & DDP-4 ...................................................................................................................47 4.2.10Familiarity screener S.C.......................................................................................................49 4.2.11AWARENESS OF ACTIVITIES.SC..................................................................................51 4.2.12PRODUCTS (GLP-1 and DPP-4).SC..................................................................................52 5. Observation and recommendations..........................................................................................63 5.1SWOT analysis of Novo Nordisk.............................................................................................63 5.2Findings out of the survey........................................................................................................63 5.3Action proposal.........................................................................................................................64 5.4Concrete strategies....................................................................................................................64 6. Conclusion.................................................................................................................................65 7. Bibliography..............................................................................................................................67 Page 8 8. Appendices................................................................................................................................68
  9. 9. Brand & Reputation Survey- Novo Nordisk Algeria 2009 1. Introduction: This introductory section essentially focuses on the background of the company, this introduction also discusses the reasons that I found on this subject, to be relevant to study. The introduction begins with the background of the problem to be studied which eventually leads to the definition and description of the mission and my purpose of study. 1.1 Presentation of the company/organization: Novo Nordisk is a healthcare company and a world leader in diabetes care. In addition, Novo Nordisk has a leading position within areas such as haemostasis management, growth hormone therapy and hormone replacement therapy. Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. With headquarters in Denmark, Novo Nordisk employs more than 27,900 employees in 81 countries, and markets its Page 9 products in 179 countries.
  10. 10. Brand & Reputation Survey- Novo Nordisk Algeria 2009 1.2 General information about Novo Nordisk: Headquarter Denmark International International production facilities in six countries. Affiliates or offices in 81 countries. Workforce More than 27,068 employees (December 2008). Approximately 48% of employees are located in Denmark (13,050) and 52% in the rest of the world (North America: 3,727, Japan & Oceania: 1,033, International Operations: 5,587, Europe: 3,671). 17% within research and development 30% in production and production administration 34% in international sales and marketing 19% in administration Product areas Diabetes care Haemostasis management (NovoSeven® ) Growth hormone therapy Hormone replacement therapy (HRT) Sales* 45,553 Sales by business Diabetes care 33,356 segment* Biopharmaceuticals 12,197 Sales by region* Europe 17,219 North America 15,154 International Operations 8,425 Japan & Oceania 4,755 Page 10 * Million Danish kroner, Q4 2008
  11. 11. Brand & Reputation Survey- Novo Nordisk Algeria 2009 1.3 Novo Nordisk’s key drivers: The Heart of Novonordisk business is diabetes car. With 73% then the hormone replacement therapy, Growth hormone therapy, Coagulation disorder. - Hormone replacement therapy: Also called: ERT, Estrogen replacement therapy, HRT, Menopausal hormone therapy Menopause is the time in a woman's life when her period stops. It is a normal part of aging. In the years before and during menopause, the levels of female hormones can go up and down. This can cause symptoms such as hot flashes and vaginal dryness. Some women take hormone replacement therapy (HRT) to relieve these symptoms. HRT may also protect against osteoporosis. However, HRT also has risks. It can increase your risk of breast cancer, heart disease and stroke. Certain types of HRT have a higher risk, and each woman's own risks can vary depending upon her health history and lifestyle. You and your health care provider need to discuss the risks and benefits for you. If you do decide to take HRT, it should be the lowest dose that helps and for the shortest time needed. Taking hormones should be re-evaluated every six months. - Growth hormone therapy: Page 11 Growth hormone (GH) is a peptide hormone secreted by the pituitary gland that stimulates growth and cell reproduction. In the past growth hormone was extracted from human pituitary glands. GH is now produced by recombinant DNA technology and is prescribed for a variety of reasons. GH therapy has been a focus of social and ethical controversies for 50 years.
  12. 12. Brand & Reputation Survey- Novo Nordisk Algeria 2009 This article describes the history of GH treatment, current uses, risks, and social controversies arising from GH use. Other articles describe GH physiology, diseases of GH excess (acromegaly and pituitary gigantism), deficiency, the recent phenomenon of HGH controversies, and growth hormone for cows. - Coagulation disorder: Coagulation is a complex process by which blood forms clots. It is an important part of hemostasis (the cessation of blood loss from a damaged vessel), wherein a damaged blood vessel wall is covered by a platelet and fibrin-containing clot to stop bleeding and begin repair of the damaged vessel. Disorders of coagulation can lead to an increased risk of bleeding (hemorrhage) or clotting (thrombosis). Coagulation is highly conserved throughout biology; in all mammals, coagulation involves both a cellular (platelet) and a protein (coagulation factor) component. The system in humans has been the most extensively researched and, therefore, the best-understood. Coagulation begins almost instantly after an injury to the blood vessel has damaged the endothelium (lining of the vessel), this releases phospholipid components called tissue factor and fibrinogen that initiate a chain reaction. Platelets immediately form a plug at the site of injury; this is called primary hemostasis. Secondary hemostasis occurs simultaneously: Proteins in the blood plasma, called coagulation factors or clotting factors, respond in a complex cascade to Page 12 form fibrin strands, which strengthen the platelet plug.
  13. 13. Brand & Reputation Survey- Novo Nordisk Algeria 2009 1.4 The Novo Nordisk logo The Novo Nordisk logo is the Apis bull, one of the sacred animals of ancient Egypt. The Apis bull was worshipped as the incarnation of Ptah, creator of the universe, city god of Memphis and the patron deity of craftsmen. The logo is a stylised reproduction of an Egyptian statuette dating from circa 664–323 BC. It is richly ornamented with symbols representing, among other things, the eternal dualities of life, day and night, life and death. Already in 1923, Nordisk Insulin laboratorium manufactured the first Scandinavian insulin product capable of saving the lives of people with diabetes. In 1925 Novo Terapeutisk Laboratorium was founded and started producing insulin and a special syringe for injecting it. The Apis bull has been Novo‟s logo since the year after the company‟s foundation. The choice of the logo follows an old European chemist's tradition of identifying pharmacies by an animal symbol. 1.5 Definition and description of the mission: 1) Contexte, Scope and Objectives The overall objective of this project was to support Novo Nordisk achieve and sustain diabetes brand leadership in Algeria. To reach this objective, as the project team we were documenting: Page How Novo Nordisk is perceived as a company in the Algerian market,  13  How its brand and reputation compares to major competitors, and  Which are the underlying factors for having such perceptions on the side of health care professionals and patients?
  14. 14. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2) The project focus on:  Understanding 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 in order to achieve and sustain brand leadership 3) Geographical scope: Algeria Target group: external stakeholders such as patients already familiar with the company, as well as primary and secondary health care providers (GPs and specialists), diabetes nurses/ educators. The expected deliverable is a report that consists of three major parts:  Part 1: Thorough analysis of the perceptions of the brand and reputation position of Novo Nordisk Algeria versus competition (development of a brand and reputation scorecard)  Part 2: Thorough analysis of the underlying factors that are affecting the stakeholders‟ perception of the company‟s brand and reputation  Part 3: Action plan containing specific activities that will aid the effective handling of Novo Nordisk‟s brand and reputation in the Algerian market (based on research outcomes) This project will support Novo Nordisk Algeria achieve and sustain leadership status in the diabetes area. Specifically, the company is expecting the project to guide them to build the appropriate communication messages and activities to nurture stakeholder support. 1.6 Scope and limitations of the mission: 1.6.1 Translation: The questionnaire was too long and verbose. More than 100questions. This situation demotivates the interviewees who are discouraged to answer repetitive questions. Page 14 Most of interviewees specially the patients and nurses found some difficulty toward giving a sound reply to some questions because they believe this involves a personal and
  15. 15. Brand & Reputation Survey- Novo Nordisk Algeria 2009 emotional approach to the company. They claim they have no direct interaction with the company. Most of them know the company only through its products. 1.6.2 Data collection vs. Time: In fact we had all the necessary equipment for the survey (car, hotel, restaurant, personal fees), but we were team of two person to collect Data and in limited time in all the north of Algeria. This had a big impact on the realization of the quota simples. The collection in all regions was painful, to go from hospital to other we were provided with a car and there were no GPS and no direct address, this make delay to reach the hospitals and interview our target. Our targets which are Nurses, Doctors, Patient, it was very difficult to find a patients who are familiar with Novo Nordisk and also others companies, so we had to terminate with many patients in order to have an accurate data. For the Specialist doctors we had to fixe appointment or wait with the patient to start the interview, some of doctors refuse to answer as they consider those questions deal with their personal point of view and they don‟t want to share it. For the nurses it was very easy to reach and get information from them, they were frustrated to talk with Page 15 a medical representative because of the few visit of educators.
  16. 16. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2. Situation Analysis: 2.1 Brand and reputation management The value of a strong brand is indisputable. A good reputation attracts business opportunities, partnerships and talent, and generates trust and loyalty among a company‟s people, customers and other stakeholders. In that sense, a good reputation is directly reflected in the market valuation of a company. A strong reputation is also a good financial indicator of a company‟s long-term prospects. It has been claimed that a good reputation takes centuries to create and days to dismantle. However, recent corporate examples demonstrate that a strong company brand provides some protection against negative events and critical issues. Stakeholders are more forgiving and tend to give companies with an established good reputation the benefit of the doubt. Such companies are more capable of fending off negative opinion and require a shorter time to recover from reputational damage in as far as they act in an open, honest and transparent way when handling a crisis. For a company like Novo Nordisk, a good reputation is vital, being part of an industry that has been going through a reputational crisis. While on the rebound, the lack of trust in the general pharma industry is still creating barriers for companies and their licence to operate. To that end, Novo Nordisk established a new headquarter function to drive the company‟s reputational value in December 2004. As Novo Nordisk is globalising its operations, and competition for share of voice increases, Executive Management recognised that the time was right for making a mark and realising the strong reputational value of the Novo Nordisk brand worldwide. While Novo Nordisk is still among the most admired brands in Denmark, there is still a long way to go to position Novo Nordisk in the minds of important stakeholder groups worldwide. It is their ambition to become one of the most admired and agenda-setting healthcare companies worldwide. their strength in reaching this ambition is their unique heritage, their Triple Bottom Page 16 Line approach to doing business and our unwavering focus on diabetes.
  17. 17. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2.2 Changing diabetes: In 2005, Novo Nordisk launched a new global brand concept: changing diabetes – a unifying theme that expresses their vision and values. The brand promise underscoring the changing diabetes concept is that „Novo Nordisk is leading the fight against diabetes; defeating diabetes is our passion and our business‟ – a statement extracted from Novo Nordisk‟s Vision. 2.3 Performance: Under the banner of changing diabetes, Novo Nordisk took active leadership in working towards a United Nations Resolution on diabetes in collaboration with the International Diabetes Federation (IDF) and its partners. Changing diabetes has been visibly exposed at international and regional diabetes congresses, including the American Diabetes Association (ADA) congress in Washington in June, the European Association for the Study of Diabetes (EASD) congress in Copenhagen in September, and the World Diabetes Congress held by the International Diabetes Federation in Cape Town in December. The Changing Diabetes concept allows for one consistent story to be told throughout all the company‟s activities at these major congresses, where competition for share of voice is at its highest. In Copenhagen, for example, visitors were greeted throughout September at Copenhagen Airport with messages of changing diabetes, and these messages followed them into the centre of Copenhagen, to the Novo Nordisk exhibition booth and were part of Novo Nordisk‟s stakeholder and awareness-raising activities throughout EASD. It was also during this congress that Novo Nordisk launched its global drive to change diabetes with the Changing Diabetes Bus. At the IDF congress in Cape Town, the bus was the central attraction in a Changing Diabetes Village outside the congress centre. Changing diabetes is not only a way of communicating Novonordisk leadership and commitment to defeating diabetes, but also an invitation to form partnerships. They perceive the global diabetes pandemic as our number one competitor, and it is their ambition to help rally the world Page 17 to take action to defeat diabetes.
  18. 18. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2.4 Reputation studies: Since 2005, Novonordisk worked with Reputation Institute to develop a reputation survey to be tracked over time. The survey is conducted in selected countries among both employees and external stakeholder groups such as patients, diabetes specialists and general practitioners. Participants are asked to evaluate the reputation of Novo Nordisk and rate Novo Nordisk on a set of parameters related to themes such as market leadership, innovation, corporate responsibility, business ethics, products and services, and partnerships. In 2006, the tracker study was revised slightly to accommodate some of the early conclusions from the baseline study performed in the autumn of 2005. As reputation is measured over the long term, it is not until the 2007 benchmark that Novonordisk have a valuable framework with which to track their reputation. Novo Nordisk‟s reputation has been consistently high among all surveyed stakeholders in the surveyed markets over the past two years. One of Novonordisk goals is to maintain the high scores and work to ensure that employee reputation always stay a few points ahead of the external reputation to ensure the authenticity of the brand. 2.5 Novo Nordisk's approach: Leading international corporate branding academics have referred to Novo Nordisk's approach as „the second wave of corporate branding‟. Furthermore, Copenhagen Business School and Darden School of Business, University of Virginia, have both used Novo Nordisk in a case study as an example of this approach. Rather than pursuing a marketing and campaigning approach (the first wave), corporate branding at Novo Nordisk is a central and cross-disciplinary effort that seeks to establish cohesion between the company‟s strategy, organisation and actions. The point of departure is that a strong 18 23,613 employees as brand ambassadors. At Novo Nordisk, the Corporate Branding function Page corporate brand needs to be built from within, securing the involvement of Novo Nordisk‟s works in a matrix involving International Marketing, Corporate People & Organisation,
  19. 19. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Corporate Communications, Corporate Responsibility Management, Corporate Health Partnerships and affiliates. The changing diabetes brand concept works as a unifying theme that allows wide parts of the organisation to communicate the Vision and the values. Changing diabetes also serves as a beacon for strategic decisions and drives action in support of the Vision. 2.6 Building a winning reputation: Novo Nordisk follows a validated five-step approach to building its corporate branding. Through profile-building activities and leadership communication, Novo Nordisk actively works to build recognition of how it is changing diabetes. By being transparent about its motives and conduct of affairs, Novo Nordisk seeks to instil trust and confidence among its stakeholders. Having taken a clear position as a company whose ambition is to change diabetes and ultimately defeat diabetes, Novo Nordisk seeks to claim a distinctive and differentiated position in the market place. This also allows for consistency in communicating the company‟s 80-year heritage as a diabetes care company. Novo Nordisk regards the authenticity of its brand as one of the most critical components of a strong reputation. The philosophy is that it is the action and the Page 19 people that drive the reputation.
  20. 20. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2.7 Risk to reputation: The governance of a company‟s reputational value and reputational risk is a matter for the Board of Directors and Executive Management. In Novo Nordisk, „ensuring superior company reputation‟ is part of the company's Balanced Scorecard and thus also owned by all managers of Novo Nordisk worldwide. As part of the Risk Management Board‟s mandate, work was undertaken in 2006 to create a Novo Nordisk methodology for assessing and evaluating reputational risks. Reputational risk will form part of the Risk Management Board‟s risk reporting to Executive Management and the Board of Directors. 2.8 Structural pharmaceutical Industry Analysis (Porter’s Five Forces) This section provides a summary positional analysis of the pharmaceutical industry using Porter’s Five Forces model (see diagram below) Figure: Porter’s Five Forces Model for Industry Analysis Page Barrier to entry: High (Pharmaceuticals). Cost of R&D and patent limitations  20  Industry Competition: High. Advantages gained by first mover advantage (patents)  Suppliers: supplier power is low  Buyers: buyer power is low  Substitutes: low (with patents) medium (after patent expiry)
  21. 21. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Overall, the pharmaceutical industry shows an upward trend in its core markets. The industry remains highly valued has a favorable market position with strong financial make-up and strong earnings growth. Its future potential demand trend is positive and despite increased competition the industry still shows a continuing upward growth momentum. Data monitor‟s forecast of the leading 16 pharmaceutical companies for 2001 to 2007 suggests that combined sales will grow at Page 21 a minimum rate of 5.2 percent based on the potential of their product pipeline.
  22. 22. Brand & Reputation Survey- Novo Nordisk Algeria 2009 3. Project Methodology and Steps of Execution: 3.1 Methodology and Execution: We were provided with a questionnaire that we translate in our local language. Moreover, we defined the sample relative to the Algerian market (in cooperation with company supervisor), carry out the field work, did the statistical analysis and come up with ideas based on our research findings. 3.2 summary of the major steps of execution: Stage Description  Questionnaire translation  Defining sample  Data processing methodology 1 Responsible students Students and company supervisor Students in cooperation with company supervisor  Approach and methodology for calculating brand and reputation scores of Novo Nordisk and key competitors. Approach towards the development of Students in cooperation with company supervisor scorecard and its layout. 2 3 4  Field work: Data collection  Analysis and report preparation Presentation of results including a comprehensive action plan students students students - 5 Market research, Data analysis model/ Tools and methods to employ Statistical software (SPSS) Page 22 - Communications/ Marketing.
  23. 23. Brand & Reputation Survey- Novo Nordisk Algeria 2009 3.3 Questionnaire translation: The French version of the questionnaire carries some flaws which hamper a good interaction with practitioners who, at times, find some sections difficult to answer. This is due to various factors such as the questionnaire does not follow the basic rules of ESP (English for Specific Purposes” which focuses on issues but not on personal point of view of the interviewer. Language is impersonal (without I, we, us). The style should use the imperative. Instead of “Can you think of other pharmaceutical companies….” as in Section S170, it should read “Name out other pharmaceutical companies.…” The focus here is on the practitioner‟s ability to think but not on the companies he is invited to name out. Though downsizing the questionnaire, the document still remains too long and verbose. Some sections such as Sections 400 and 900 entitled “Brand and Reputation attributes” contain 39x2 questions. This situation demotivates the interviewees who are discouraged to answer repetitive questions. Most of interviewees found some difficulty toward giving a sound reply to BRAND GOAL AND REPUTATION GOAL because they believe this involves a personal and emotional approach to the company. They claim they have no direct interaction with the company. Most of them know the company only through its products. Concerning the BRAND AND REPUTATION ATTRIBUTES, imply that the interviewee has a thorough knowledge of the internal development system of the company. This is not the case for this survey as most of the companies have a poor information system targeting pharmacists, practitioners, nurses, patients and the general public. Campaigns of sensibilization Page 23 and advertising may help in better informing the company‟s clients.
  24. 24. Brand & Reputation Survey- Novo Nordisk Algeria 2009 3.4 Defining sample: As we divided Algeria into four regions we had to defined the breakdown of doctors per region, 31% of the questions were asked in west, 26% in the centre west, 23% in the east 20 % in centre east. 30 nurses within the breakdown of the Gps, and 100 patients. Survey regions 3.5 Breakdown of Drs per region and city: City # of drs/city 1,427 Oran 418 Center West 1,217 Alger 814 Center East 931 Setif 299 East 1,070 Constantine 352 Total Page # of drs/region West 24 Region 4,645
  25. 25. Brand & Reputation Survey- Novo Nordisk Algeria 2009 3.6 Simple size: 31% MI GP Endo/Diab West 47 15% 80% 5% 7 37 2 CenterWest 26% East 23% MI GP Endo/Diab 35 20% 75% 5% 20% 30 CenterEast 39 7 26 2 MI 30% 12 MI 20% 6 GP 55% 21 GP 75% 23 Endo/Diab 15% 6 5% 2 Patients 4 regions Nurses 100 4 regions Endo/Diab Total sample 251 30 3.7 Data processing methodology and collection: As survey area was very big for two students we decided to split the collection of data between both of us, one student collect data from the west and centre west, and the other one collect data from the east and centre east. It took us more than two months as we faced many challenges during the collection. We selected the major competitor that must be include in the questionnaire based on their market share in Algeria, NOVONORDISK, SANOFI AVENTIS, SAIDAL, ELI LILY, this last were replaced by MERCK LIFA SANTE as ELI LILY were not famous at all. Top 6 Companies in the Diabetes Market 80% Dkk MS(%) 60% SANOFI-AVENTIS, 39.7% 40% NOVO NORDISK, 35.0% 20% M E R C K LIP H A S A N T E , 9 .4 % S A ID A L, 6 .1% H IKM A , 5 .0 % S E R V IE R , 1.7 % 0% Page 25 2002 2003 2004 2005 2006 2007 2008 Top 6 Diabetes Companies in Algeria (Value MS%) Insulin Market (Value MS%, ‘08) Resource: IMS Dec. „08
  26. 26. Brand & Reputation Survey- Novo Nordisk Algeria 2009 3.8 Quota Realisations and gaps between expectations and outcomes: The sample size that was big and the large distance between city to city had a big impact on data collection and realization of the sample size. Also we were facing alphabets patients who mad it very difficult for us to explain them the questionnaire and most of time there were excluded Page 26 because there were not qualified.
  27. 27. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4. Survey Key results, analysis, and recommendations: 4.1 Patients: 4.1.1 Quota Realization: Companies concerned in the research: We asked 115 questionnaires related to the four companies to 83 patients, we had to ask each patient questions about two companies if he was qualified to answer. 44 patients with type2 diabetes, 38 patients with type1. 20 questionnaire about SANOFI AVENTIS, 20 questionnaires about SAIDAL, 52 questionnaires about NOVO NORDISK, 23 questionnaires about MERCK LIFA SANTE 3,66% have been diagnosed with diabetes are less than 2 years, 25,61% from 2 to 5 years, 40,24% from 5 to 10 years, 26,83% from 11 to Page 27 20 years, 3,66% more than 20 years
  28. 28. Brand & Reputation Survey- Novo Nordisk Algeria 2009 The 83 patients were dispatching into four regions, 23,17% in the east, 25,61% in the west, 28,83% centre east, 24,39% centre west. 10, 98% of the sample patients have 18-24 years old, 18, 29% have 25-34 years‟ olds, 37,80% have 35-44 years old, 23,17% have 4554 years, 9,76% have 55-64 years old. 39,02 % took oral drugs only , 54,88% take an injectable therapy only, 6,10 take oral and an Page 28 injactable therapy.
  29. 29. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.1.2 FAMILIARITY SCREENER: - The first company that comes in patients mind is Saidal with 43,90%,, this company is the leader of the generic their previous campaign had a big impact, Saidal is the first mover in the market, in fact its public company and its in the bottom heart of all Algerians. Nationalism also plays a big role in this case. -Patients who Don‟t know represent 24, 30%: educative and social level is very low, poor healthcare knowledge. (High numbers of alphabet in Algeria, big majority of patients bring the previous package and prescription to have the new one). The second company that comes in patients mind is company is Merck with 12, 20%, the company is well known as generic producer and variety of product. its low price also play a big role to be the second top of mind company. In the third position is Novo Nordisk, even its leader in insulin but it is not memorized in patient mind, they remember the Logo more than the name of the company this is a big success for the Logo, Novo Nordisk started in Algeria since 2002 and it succeed to be the Page 29 third company top of mind in 7 years. Poor knowledge of the patients and the impact of the leaders companies drive the rest of the c
  30. 30. Brand & Reputation Survey- Novo Nordisk Algeria 2009 After asking the patient about the first company that comes in mind in the area of diabetes, we asked him to think of other pharmaceutical companies that are active within the area of diabetes. The result confirmed our previous analysis, Always Saidal is the top mind in diabetes with 25%, than Novo Nordisk with 20,45%, than MERCK with 15,15%,than SANOFI with 12,12%. Q: Can you think of other pharmaceutical companies that are active within the area of diabetes? From the results we understand that patient is aware about others companies even if we have 13,64% don‟t know any company, we can say that Novo Nordisk succeed in few years to compete with the first top of mind company in the Algerian market. To consolidate our finding we showed the patient the names of the companies and we asked him if is aware of. As always Saidal is the first company with 28,68%, than in the second place Novo Nordisk 25,66%, Sanofi with 16,98, MERCK with 14,34%. Bayer, Hikma, Servier, Eli LILY are less Page 30 known with very low percentage. Which of the following companies are you aware of?
  31. 31. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.1.3 Ffamiliarity with the following companies in the area of diabetes: Page Sanofi Aventis Saidal 31 Nov Nordisk Merck
  32. 32. Brand & Reputation Survey- Novo Nordisk Algeria 2009 HIKMA ELI LILY SERVIER BAYER In analysing familiarity with the companies we divide patients into two groups, as we found that patient with type 1 know more Novo Nordisk than patient with type2. 24,39% of Patients with type 2 diabetes and 14,63% patients with type1 diabetes are very familiar with Novo Nordisk, this means that 41,02% patients are very familiar.34,14% of patients are somewhat familiar,10,98% of patient not at all familiar. Page 32 The same as Sanofi Aventis, patient with patient with type 1 know more sanofi than patient with type2. 35,36% of patients know the company very well and 19,52% are somewhat familiar . 73,17% of patients know very well SAIDAL, 41,46% are very familiar with merck.
  33. 33. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Lily, Hikma, Servier, and Bayer are less known with very high percentage of patients that they are not familiar at all with them. This results consolidate more our previous finding as patients that are very familiar with saidal are more than novo, sanofi, and merck, what we realise is that patient with type1 know the leaders company in insulin more than the patient with type2 that know the leaders in oral drugs like the case of Merck and Sanofi. 4.1.4 AWARENESS OFACTIVITIES (NOVONORDISK) In the last six months, have you seen or heard any of the following about Novo Nordisk’s involvement in changing diabetes? Despite the legislation that doesn‟t allow companies to advertise on the product but we have 34,40% of patients have seen product oriented advertising, and 25,60% have see non-product oriented advertising, 12% article in the news paper and 9,60% Novo Nordisk web site, this last is Page 33 due the high percentage of analphabetism and low access to internet.
  34. 34. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.1.5 BRAND GOAL AND REPUTATION GOAL: We want to consider some statements, we asked patients to tell us how well they describe the companies even if they do not believe they have enough information to rate this company we asked them to share their impression of the company based on anything they might know or might have read, seen or heard. For each statement we have provided them “Not Sure” option. Only if they have absolutely no opinion about this particular statement. Finally we asked them to select a number between 1 and 7 where „1‟ means that “This item does not describe the COMPANY at all”, and „7‟ means that “This item describes COMPANY very 34 -Novo Nordisk its not well known in type 2 as type 1 ( median5), in comparing with Sanofi and Page well”. Merck there median is high 6 which means that Novo has to work on type 2, increase awareness
  35. 35. Brand & Reputation Survey- Novo Nordisk Algeria 2009 on type2 more than type1 because if they invest on type1 it will have no impact its like adding mineral water on the sea. -Novo is not known as a company that leads the fight against diabetes because majority of patient scale it with median of 6 means Novo needs to improve itself in the eyes of the patients to reach 7 even if its doing excellent in leading the fight against diabetes. Same as previous slide but it focus on ethic and emotional feeling of the patients we see here the same level of median because patients started to be tired to answer and they agree on all good things for companies expecting a return from them as they have little and/or no Page 35 interaction with psychologist and/or educators.
  36. 36. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Toward Novo, patients definitely would say something positive about it, they recommend diabetes products and services, they express a high willingness to participate in relevant event held by Novo Nordisk. They which that they will have an office were they can go to ask questions. To reach median 7 Novo needs to increase awareness of its product even if its not allowed to advertise directly on the product, the company should find a way to do so. Like (( Idea: open Page 36 an office for patient awareness and monthly awareness days).
  37. 37. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2 Primary care & Secondary care Primary care: (General medicine, nurses) Secondary care: (intern medicine, specialist) 4.2.1Dispatching quota 4.2.2 The survey vs. companies: Diabetes specialiste Nurse 13 38 4 11 Saidal 12 32 4 11 Novo Page General medcine Sanofi 37 Intern medcine 20 89 10 24 Merck 9 20 6 7
  38. 38. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.3 Companies concerned in our survey Companies Sanofi Page 38 #questionnaires 66 Saidal Novo Merck 59 143 42
  39. 39. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.4 Percentage of stakeholders in each region: Centre-east Centre-west 21,21% 7% 7% 9% General medcine 57,58% 60% 63,89% 47,73% Diabetes specialist 6,06% 6% 5,56% 11,36% Nurse Page west Intern medcine 39 East 15,15% 20% 11,11% 20,45%
  40. 40. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.5 General stakeholders interviewed : General medicine Specialist Nurse 18,40% 57,06% 7,36% 17,18% Number Page Intern medicine Percentage 40 Specialty 30 93 12 18 The big part of our interviews had less than 10 years experience the rest are ether famous doctor or specialist
  41. 41. Brand & Reputation Survey- Novo Nordisk Algeria 2009 The 26,38% of our target had initiate less than 10 petient a year, 25,15% had initiate arround 10-19 patients, 13,50% had initiate 20-29 patients, 13,50% initiate 30-49 patients, 21,47% initiate more than 100 patients generaly this last target are specialiste or famouse general medicine. Page 41 Demoghraphic The big part of our target was in the university hospitals the in GPs medical staff.
  42. 42. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.6 FAMILIARITY SCREENER.PC Q:Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first company that comes to your mind? In this case the primary care their top of mind is saidal with 38,84%, all what we can say is that the nastionalisme play a big role, also the previous compagn of saidal had big impact on the primary care top of mind. As it concern the others compnies,t he knowledge of foreign laboratory is high through promotion campaign. In the case of novonordisk it‟s the second top of mind and it‟s a good signal for a good future Page 42 in this market.
  43. 43. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Can you think of other pharmaceutical companies that are active within the area of diabetes? The primary care now think dipely on other company after the first company, so as we can see from the figure , saidal is always the top of mind as a scond company for those who remember other company in the previous question. Page 43 Those who didn‟t remember novo, sanofi and merck, after thinking deeply they rember them.
  44. 44. Brand & Reputation Survey- Novo Nordisk Algeria 2009 which of the following companies are you aware of? In this question we were showing the name of the companies for the primary care, now things change, because now saidal, novo, sanofi are in the same level with a mean of 0.9 as they are the leader in the market. As it concerne hikma and merck they are in the middle class. Eli lily and bayer are doing Page 44 very bad in this case.
  45. 45. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.7 FAMILIARITY SCREENER How familiar are you with the following companies in the area of diabetes? 5 Merck : 70,55 very familiar , 22,70 somewhat familiar. 6 Saidal : 81,60 very familiar, 15,34 % somewhat familiar. 7 Sanofi : 78,53% very familiar, 17,79% somewhat familiar. 8 Novo : 71,785% very familiar, 22,70 somewhat familiar. After chowing the name of the companies ( Mesrck, Sanofi, Novo, Saidal) and the name of their products to The premary care ( Gps, Nurses) , the familiarity is almost in the same Page 45 level with a little diferences because of the previous reason that we explain in the previous graphs ( top of mind and the leaders)
  46. 46. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Saidal is always on the top with, than in the second level sanofi than novo and the last one is merck. In this case novo has to work on its product because what we saw during our interviews Primary care are not aware of the name companies that produce some kind of product. 4.2.8 AWARENESS OF ACTIVITIES.PC The majority of the primary care that we asked are using internet to get information (mean=1.4 as they have few interaction with the medical representative, so the future is on ebusiness and the company must focus on virtual awareness interactive medical ( Visit Medical Interactive). INTERACTION WITH sales (mean of 0,67 ) rep is related to the product oriented and nonoriented advertising, the less interaction of the sales rep with the primary care and specially the nurses had a big impact on their awareness as it concern the product oriented and nor Page 46 oriented, that‟s explain their alternative to use internet to get information .
  47. 47. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.9 GLP-1 & DDP-4: Glucagon-like peptide-1 (GLP-1) is derived from the transcription product of the proglucagon gene. The major source of GLP-1 in the body is the intestinal L cell that secretes GLP-1 as a gut hormone. The biologically active forms of GLP-1 are: GLP-1-(7-37) and GLP-1-(7-36)NH2. GLP-1 secretion by L cells is dependent on the presence of nutrients in the lumen of the Page 47 small intestine. Thesecretagogues (agents that cause or stimulate secretion) of this hormone include major nutrients likecarbohydrate, protein and lipid. Once in the circulation, GLP-1 has a half life of less than 2 minutes, due to rapid degradation by the enzyme dipeptidyl
  48. 48. Brand & Reputation Survey- Novo Nordisk Algeria 2009 peptidase-4. DPP-4 (dipeptidyl peptidase 4 inhibitors, for example sitagliptin, vildagliptin): Dipeptidyl peptidase 4 (DPP-4) inhibitors are a new pharmacological class of drugs for treating Type 2 diabetes. They improve the capacity of the organism to control glycemia by increasing the levels of active incretins. Their mechanism of action is thus radically different from those of other anti-diabetic drugs currently available. DDP-4 inhibitors use a physiological mechanism to control hyperglycemia, by stimulating the secretion of insulin from β-cells, decreasing the secretion of glucagon from pancreatic α-cells, and at the same time reducing the production of glucose by the liver. DDP-4 inhibitors have shown significant efficacy in maintaining reduced levels of glycosylated hemoglobin for up to 1 year. In vitro and animal studies have shown that they can inhibit apoptosis of β-cells and favor their regeneration and differentiation. The oral DPP-4 inhibitors vildagliptin, sitagliptin, and saxagliptin are efficacious both alone and in association with other oral antidiabetic agents and may be administered in a single daily dose. Lastly, they have substantial advantages with respect to other anti-diabetic drugs, since they involve a low risk of hypoglycemia and do not affect body weight. Analysis: 64,10 % of the premary care concider DDP-4 as is a big advance and 64,58% of them concider GLP-1 also as a big advance. 15.38% of the premary care don‟t know DPP-4, And 18,75% of the primary care don‟t know GLP-1. we have GLP1 more known than DDP4 and both are very important for medical advance, it‟s Page 48 a big opportunity for Novo Nordisk to invest in this product.
  49. 49. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.10 Fammilarity screener S.C : Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first company that comes to your mind? Page 49 Can you think of other pharmaceutical companies that are active within the area of diabetes?
  50. 50. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Thinking of companies that are active within diabetes, which of the following companies are you aware of? Analysis 3 graphs : Specialis : top in mind is novo than saidal than sanofi. Doctors have two kind of patient , one is able to have novo product with high price and poor patients that aren't able to have novo product so they ask to have generic from other laboratories. This last leads that generic companies come in the second level after Saidal that is considered Page 50 as a reference to fixe the prices.
  51. 51. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.11AWARENESS OF ACTIVITIES.SC SPECIALIST is interested in medical visit and event, this explains their awareness about the product oriented and not oriented and also we notice that new technology that is a good lever for pharmaceutical industry in term of communication. Doctors are asking for new why of communication because of their busy schedule. They don’t have time to spend time with medical representative. Some time we were Page 51 avoided and/or asked for appointment to meet the doctors.
  52. 52. Brand & Reputation Survey- Novo Nordisk Algeria 2009 4.2.12 PRODUCTS (GLP-1 and DPP-4).SC Which of the following statements best describes your familiarity with each of the following product classes? 35,7 % of the primary never heard the name of DPP-4, and 35,71% aware of it.35,71% never heard the name of GLP-1 and 64,27%only heard the name. Generaly the specialiste are aware of the product classs, and the MI are less aware than the Page 52 specialist. The majority of the primary care that are aware of the product, conceder GLP-1 & DDP-4 as a big advance in the area of the dianbetes.
  53. 53. Brand & Reputation Survey- Novo Nordisk Algeria 2009 In an average year, how many prescriptions do you write for insulin? Prescriptions of insulin MI and MG receive the patient and orient them for the SP that explain the high number of prescription in the specialist section (33,33% prescrept more than 1000 prescreption a year) SP: is the main target, we have to target specialist and reduce cost, when you invest in 1 SP its better than to invest in 100 GPs MI:are orriented from the specialist wich explain the low percentage of prescreption in compairing with the SP. So in this case we have to take in charge the SP to renew the Page 53 prescription, ameliorate the diagnostic and screening patients.
  54. 54. Brand & Reputation Survey- Novo Nordisk Algeria 2009 In an average year, how many prescriptions do you write oral anti-diabetic agents? MI and MG receive the patient and orient them for the SP that explain the high number of prescription in the specialist section (33,33% prescrept more than 1000 prescreption a year) Specialist and MI are more aware of the illness their prescreption is high(33,33% more than Page 54 1000 prescreption). The MG and MI report to the SP to confirm the ilness.
  55. 55. Brand & Reputation Survey- Novo Nordisk Algeria 2009 This slide allows us to verify Novo Nordisk strategy in the field in term of impact of the medical visits , we see that there is similarities in the level of prescription in the three graphs MI, Ms, Mg that‟s explain the good impact of medial visit of Novo Nordisk. We can see that the same challenge for Sanofi with a little difference in the level of prescriptions. For saidal even if it has a good presence in the heart of people but it has a low level of Page 55 prescription due the low level of communication.
  56. 56. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Novo Nordisk has a low level of prescription in the OADs that push us to ask many questions, Where is the problem? Is it Prix, Product, Price, Promotion? Is it due the impact of generics price or level of communications? Price or quality of the product? Finding: During our interaction with GPS, MI and SP the majority agreed that this is due the price and Page 56 quality of the product.( basically they mention the generic product)
  57. 57. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Approximately how many people do you diagnose with diabetes each year? Mi is the one who diagnose after the GPs sometimes and then the specialist approve it that‟s explain the high percentage of diagnosed patients from the specialist and MI more than 25% SP and 23,33% of MI diagnose more than 100 patients each. For GPs they figure with low percentage, and its obvious because they are not specialist and Page 57 they advice patient to go to specialist rather than to confirm his illness before.
  58. 58. Brand & Reputation Survey- Novo Nordisk Algeria 2009 How many patients on insulin treatment do you personally see or manage each year? In fact Specialists help to confirm the disease more than follow the patient as we can see that they have low number in comparing with the number of prescriptions in the previous slide. SP: 16,67% SP treat and manage more than 500 patients in insulin vs. 33% of more than 1000 prescriptions each year. MG : fellow the confirmation of the specialist and manage there illness. As we can see from numbers bellow 23,66% MG treat and manage around 10 patients vs.15,05% of 10 prescriptions each year. MI: fellow the confirmation of the specialist and manage there illness more than the MG. Page 58 20% of MI treat and manage 40 patients vs. 23.33% prescription for 10 patients
  59. 59. Brand & Reputation Survey- Novo Nordisk Algeria 2009 In general, how often are you in personal contact with your company diabetes representative? Sales representative focus on the specialist more than the other stakeholders, the majority of the SP had a least one visit each month and sometimes more than ones. 100% agreed on one or two visit a month. In comparing with competition Novo Nordisk is doing very well. We can see the hard competition with sanofi also 100% of specialist agreed on one visit or more a month. Saidal and merck have no regular visit, once every two month for saidal and 50% of sp of Merck argue that merck have less visit in comparing with others. Page 59 GM and MI have few visit 37,50% of GM said that we had one visit each every 3 months. For the nurses, majority complain of few visit of educators.
  60. 60. Brand & Reputation Survey- Novo Nordisk Algeria 2009 We would like you to consider some statements, and tell us how well they describe the companies  Both primary and secondary care think that Novonordisk is the is leading within Type 1 diabetes.(median 7/7)  Majority of the PC & SC that Novo in the scond scal after Sanofi as the world leading diabetes care company.  PC think that novo, sanofi and Merck lead the fight against the diabetes but not 100% they need some performance to reach this level. In other hand the SC agreed that Novo lead the fight against the diabet and it describe it very well this statement.  PC said that Sanofi is the leader within type2 diabetes. And both merck and novo are less leading within type2.  Saidal has a poor level . both primary car and secondary car do not agree that saidal is leading Page 60 within the diabete area.
  61. 61. Brand & Reputation Survey- Novo Nordisk Algeria 2009 We would like you to consider some statements, and tell us how well they describe the companies? Primary and secondary care, admire and respect novonordisk and they agree that its has a good overall reputation. As it concern the trust and the feeling regarding novo its different with less level as respect and the reputation. In comparing Novo with the competion its doing very well with sanofi and much better with Merck and saidal. Secondary care trust Novonordisk , admire and respect it, they have a good feeling about it. And they think that novo has a good overall reputation. In comparing this statement with the competition novo is doing very Page 61 well.
  62. 62. Brand & Reputation Survey- Novo Nordisk Algeria 2009 We would like you to consider some statements, and tell us how well they describe the companies? both primary and secondary care would consult Novo Nordisk if they had a question about diabetes, and if they have the opportunity they would participate in relevant event held by Novonordisk, in the same time they recommend its product and service for others In discussing Novo Nordisk with others, PC & SC would be likely to say something positive about the company. they would recommend diabetes education services or materials from Novo Nordisk. Given the opportunity, they would prescribe diabetes products from Novo Nordisk in the Future. In compering with the compatition Novo is doing very well and it has a an agressive Page 62 competition from Sanofi .
  63. 63. Brand & Reputation Survey- Novo Nordisk Algeria 2009 5. Observation and recommendations: 5.1 SWOT analysis of Novo Nordisk: Strenghts • Weaknesses Leadership Algerian market on • Less awarness for patients and nurse. diabetes care especially in insulin‟s • Patients and nurses have no direct area. • Marketing strength in major them know the company only through geographical and therapeutic areas • interaction with the company. Most of its products. Sales force developed in north • Algeria • 7.73 % Market share in Oral AntiDiabetic drugs. Good financial handling. Big part revenue comes from insulin Strong R&D performances in devices innovations Opportunities • Main therapy area focus (diabetes) is Threats • Strong competitiveness in diabetes care (Merck, Sanofi). expected to experience strong industrywide growth in emergent countries like Algeria. • New products (GLP-1 and DPP-4) • Increased competition for core products like Oral drugs as its high cost encourages use of cheaper alternative treatments.(generics) sales opportunities in saud of Algeria. 5.2 Findings out of the survey: •Majority (more than 60%) of patients reported poor wellbeing and had worries about Page 63 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.
  64. 64. Brand & Reputation Survey- Novo Nordisk Algeria 2009 •Healthcare providers do not identify and evaluate their patients‟ psychological needs. •More than half of all healthcare professionals ask for methods for improved communication. 5.3 Action proposal:  Enhance communication between people with diabetes and healthcare providers:  Increase number of educators.  Organize meeting date with patients to increase the Patients awareness.  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 5.4 Concrete strategies Mobilize people with diabetes. • Train healthcare providers. • Provide practical tools and systems. • Drive policy and healthcare systems change. • Develop psychosocial research in diabetes. • Page Raise awareness and advocacy. • 64 • Raise awareness through Diabetes Ambassadors (for psychological…)
  65. 65. Brand & Reputation Survey- Novo Nordisk Algeria 2009 6. Conclusion: To improve Novo Nordisk Brand name in diabetes The Company must address the People behind the disease and focus on the person with Diabetes. In this competitive market it is a hard task for pharmaceutical companies to sustain their brand name and reputation. It requires more efforts, on focusing on the main target which is the patient, pharmaceutical companies will have to deal with people behind the person with illness. And those will automatically raise the awareness of the final target because of the trust that they have to them. In my opinion many Algerian pharmaceutical companies do not understand the importance of the creating a well known brand name. Pharmaceutical Companies must create brand awareness about the brand as the target will began to recognize the brand name, therefore Page 65 get a place in mind for future purchase.
  66. 66. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SCOPE FOR FURTHER RESEARCH The current study was based on companies that operate in diabetes area only in four largest cities in the north of Algeria. Therefore, the result cannot be generalized to other south different cities of Algeria were the culture is totally different (African culture, illiteracy, more disease). I think further research can be done on a large scale with large sample size not only in the north, but also covering others cities with respect to the same diabetes pharmaceutical industry. I found some interesting facts; among them is that the first mover in the market stay in the top of mind of people even if he is not the leader anymore, so the first mover advantage FMA theory cannot be applied for companies that have less technological leadership and do not apply the new business models, the second mover learns from the mistakes of the first mover and tackle its weakness. Illiteracy has a big impact on the awareness of the people and a good and simple LOGO can have a big impact on them more than any advertising campaign. A very langue questionnaire will have a big impact to collect accurate Data a people get Page 66 bored after the 10 first minute and start answering the questionnaire quickly to finish with it.
  67. 67. Brand & Reputation Survey- Novo Nordisk Algeria 2009 7. Bibliography  www.novonordisk.com  www.wikipedia.com  Aaker D.A Building strong brands. Simon & Schuster Ltd London.  http://www.mbaware.com/busin.html  Benkedda S, et al. Prevalence of cardio-vascular risk factor associated to hypertension in the Algerian population. A national survey. J Hypertens 2005; 23(sup2): S188.  www.wileyeurope.com/college/tidd  Oxford Health Alliance (oxha.org)  World Diabetes Foundation (worlddiabetesfoundation.org) and principalvoices.com Page 67  Health futures (www.novonordisk.com, sustainability report, 2003).
  68. 68. Brand & Reputation Survey- Novo Nordisk Algeria 2009 8. Appendices SURVEY ON BRANDS AND REPUTATION 8.1 Patients questionnaires. Brand and Reputation Study 2009 Questionnaire PT On behalf of one pharmaceutical company, we are conducting a study to understand opinions about some large diabetes companies that you may know. Page 68 This questionnaire will include issues about their products and services, social responsibility and financial performance as well as a number of other topics. We are interested in your responses about the companies even if they are only based on your overall impressions of these companies. The questionnaire will take about 20 minutes to complete. We would like to reassure you that your answers will not be attributable to you by name, but will be completely anonymous and treated in the strictest confidence. They will simply be added to those obtained from other respondents in order to give an overall picture. As you take the survey, please be sure to answer each question and scroll down to reveal all questions before you move on to the next page. Now, let’s begin with a few questions that will be used to qualify your responses.
  69. 69. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 100 – FAMILIARITY SCREENER S101: Please indicate what type of diabetes you have. 1. Type 1 diabetes patient....... 2. Type 2 diabetes patient....... 3. Don’t know........................... Terminate 4. Others.................................. Terminate S102: What is your age? 1. Under 18 years old.... Terminate 2. 18-24 years old.......... 3. 25-34 years old.......... 4. 35-44 years old.......... 5. 45-54 years old.......... 6. 55-64 years old.......... 7. 65 years or older........ S103: What form of diabetes medication do you take? 1. I do not take any medication………………… Terminate 2. I take oral drugs only (e.g. tablets, pills)…… 3. I take an injectable therapy only…………… 4. I take an oral and an injectable therapy....... S165: Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first company that comes to your mind? Remember, you may consider both insulin and non-insulin companies. Page 69 ................................................................................................................................ .......... ................................................................................................................................ ..........
  70. 70. Brand & Reputation Survey- Novo Nordisk Algeria 2009 None/Don’t Know …………… (Go to S171) S170: Can you think of other pharmaceutical companies that are active within the area of diabetes? Again, you may consider both insulin and non-insulin companies. ……………………………………………………………………………………………………………………………………………………… …………. ……………………………………………………………………………………………………………………………………………………… …………. None/Don’t Know…………. S171: And still thinking of companies that are active within diabetes, which of the following companies are you aware of? Please mark all the companies you are aware of even if you have already mentioned them in the previous questions. 1. ELI LILLY………………………. 2. SANOFI-AVENTIS…………… 3. SAIDAL ………………………… 4. NOVONORDISK……………… 5. HIKMA………………………….. 6. SERVIER……………………… 7. MERCK LIPHA SANTE ……… 8. Bayer…………………………… 9. Not sure / No answer......... TERMINATE if they are not familiar with 1,2,3,4 Page 70 Select two companies.
  71. 71. Brand & Reputation Survey- Novo Nordisk Algeria 2009 S175: How familiar are you with the following companies in the area of diabetes? Please consider diabetes only. a- Novo Nordisk (Makers of: Levemir®, NovoLog Mix 70/30®, Novorapid®, Novonorm®, Novordism®, NPH®, ACH MIX or GlucaGen®) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… b- Sanofi Aventis (Makers of: Lantus®, or Apidra®, Amaryl®, Daonil®, Heni daounil®, insuman basal®, insuman conb25®, insuman rapid®, AMAREL®) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… TERMINATE if they are not familiar with 1,2,3,4 Select two companies. c- SAIDAL (Makers of: Insudal comb® 25, Insudal basal®, insudal rapid®, lavida®, DIABONORM®,DIAPHAG®, DIABENIL®) 1. Not at all familiar................................ T 2. Have only heard the name................. T Page 71 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………
  72. 72. Brand & Reputation Survey- Novo Nordisk Algeria 2009 d- ELY LILLY (Makers of: Humalog rapid®, Humalog Mix®, umuline30®, umuline nph® ) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… e- MERCK LIPHA SANTE (Makers of: Glucophage®, stagid®) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… f- HIKMA (Makers of: GLIBIL®, GLORION® 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… g- SERVIER: (Makers of:Diamicron ®) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. Page 72 4. Very familiar…………………………. 5. Not sure……………………………… T
  73. 73. Brand & Reputation Survey- Novo Nordisk Algeria 2009 h- Bayer : (Makers of: GLUCOBAY®) 1. Not at all familiar................................ T 2. Have only heard the name................. T 3. Somewhat familiar………………….. 4. Very familiar…………………………. 5. Not sure……………………………… T SECTION 200: BRAND GOAL AND REPUTATION GOAL (COMPANY #1) Q230 We would like you to consider some statements, and tell us how well they describe [Remember COMPANY 1 that you selected in S171]. Even if you do not believe you have enough information to rate this company please share your impression of the company based on anything you might know or might have read, seen or heard. For each statement we have provided a “Not Sure” option. Please answer “Not Sure” only if you have absolutely no opinion about this particular statement. Please select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 1] at all”, and „7‟ means that “This item describes [COMPANY 1] very well”. company 1 1 2 3 4 5 6 7 Does Not Describes …………………………………… Describe At All 230.1 is the world‟s leading diabetes care company 230.2 leads the fight against diabetes 230.3 is leading within Type 1 diabetes Page 73 230.4 is leading within Type 2 diabetes Very Well Not Sure
  74. 74. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Q231 The next set of statements focus on your attitude towards and perception of [COMPANY 1]. Please select a number from “1” to “7” where “1” means “I strongly disagree” and “7” means “I strongly agree”. company 1 1 2 3 4 5 6 …………………………………… 231.1 has a good overall reputation 7 Not sure 231.2 I have a good feeling about 231.3 I admire and respect 231.4 I trust it SECTION 400: BRAND AND REPUTATION ATTRIBUTES (COMPANY #1) Q401 We would now like you to examine some more specific statements, and tell us how well you believe they describe [COMPANY #1………………….]. We are interested in your personal view, so please answer based on your own perceptions of each company and not based on how you think others might perceive them. For each statement we have provided a “Not Sure” option. Please answer “Not Sure” only if you have absolutely no opinion about this particular statement. We are interested in your personal impressions, even if they are based on very little information. Please select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 1] at all”, and „7‟ means that “This item describes [COMPANY 1] very well”. 1. 2. Page 74 3 4. 5. Company 1 ………………….. 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 1 2 3 4 5 6 7 Pas sûr
  75. 75. Brand & Reputation Survey- Novo Nordisk Algeria 2009 6. 7. 8. 9. 10. 11. 12. 13. 15. 17. 18. 19. 20. 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 education services for people with diabetes Provides high-quality diabetes education services for healthcare professionals 21. 22. 23. 25. Page 75 26. 27. 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
  76. 76. Brand & Reputation Survey- Novo Nordisk Algeria 2009 28. 30. 31. 32. 33. 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 34. Is a socially responsible company in everything it says and does 36. 38. 39. 40. 41. 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 42. Works as an equal partner with its stakeholders for a common goal 43. 45. 46. Page 76 47. Changes the way diabetes is prevented Changes the way diabetes is treated sales representatives that have a good reputation
  77. 77. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 300: SUPPORTIVE BEHAVIORS (COMPANY #1) Q301 The next questions concern a number of different attitudes or behaviors you would have towards [COMPANY #1…………………..]. How well do the following statements describe your attitude towards [COMPANY #1……………….]? Please select a number between 1 and 7 where „1‟ means “I definitely would not” and „7‟ means “I definitely would”. Q301_1 In discussing [COMPANY 1] with others, I would be likely to say something positive about the company 1 2 3 4 5 6 7 Not sure Q301_2 I would recommend diabetes products and services from [COMPANY 1] to others. 1 2 3 4 5 6 7 Not sure Q301_3 If I had the opportunity, I would participate in relevant events held by [COMPANY 1] - for example seminars, education sessions, or awareness events 1 7 2 3 4 5 6 Not sure Q301_4 I would consult [COMPANY 1] if I had a question about diabetes 1 7 2 3 4 5 6 Not sure Q301_5 I would recommend diabetes education services or materials from [COMPANY 1] 1 7 2 3 4 5 6 Not sure Q301_6 Given the opportunity, I would prescribe diabetes products from [COMPANY 1] in the Future 1 7 2 3 4 5 6 Not sure Page 77 Q301_7 I would request the diabetes products from [COMPANY 1] over products from other Companies (patient only) 1 7 2 3 4 5 6 Not sure
  78. 78. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 700: BRAND GOAL AND REPUTATION GOAL (COMPANY #2) Q730 We would now like you to consider some statements, and tell us how well they describe [COMPANY 2....................]. Please select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 2] at all”, and „7‟ means that “This item describes [COMPANY 2] very well”. company 2 1 2 3 4 5 6 7 Does Not Describes …………………………… Describe At All Very Well Not Sure 730.1 is the world‟s leading diabetes care company 730.2 leads the fight against diabetes 730.3 is leading within Type 1 diabetes 730.4 is leading within Type 2 diabetes Page 78 Q731 The next statements focus on your attitude towards and perception of [COMPANY 2]. Please select a number from “1” to “7” where “1” means “I strongly disagree” and “7” means “I strongly agree”. company 2 1 2 3 4 5 6 7 ……………………………… I strongly I strongly disagree agree 731.1 has a good overall reputation 731.2 I have a good feeling about 731.3 I admire and respect 731.4 I trust it Not sure
  79. 79. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 900: BRAND AND REPUTATION ATTRIBUTES (COMPANY #2) Q901 We would now like you to examine some more specific statements, and tell us how well you believe they describe [COMPANY #2]. We are interested in your personal view, so please answer based on your own perceptions of each company and not based on how you think others might perceive them. Again, for each statement we have provided a “Not Sure” option. Please answer “Not Sure” only if you have absolutely no opinion about this particular statement. We are interested in your personal impressions, even if they are based on very little information. Plese select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 2] at all”, and „7‟ means that “This item describes [COMPANY 2] very well”. 1. 2. 3 4. 5. 6. 7. 8. 9. 10. 15. 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 17. Offers high-quality 11. 12. 79 13. Page Company 1 ………………….. 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 1 2 3 4 5 6 7 Pas sûr
  80. 80. Brand & Reputation Survey- Novo Nordisk Algeria 2009 diabetes support services 18. 19. Provides full and reliable knowledge about diabetes Employs highly competent sales representatives 20. Provides high-quality diabetes education services for healthcare professionals 21. 22. 23. 25. 26. 27. 28. 30. 31. 32. 33. 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 34. Page 80 Is a socially responsible company in everything it says and does 36. 38. Is an environmentally responsible company 39. Actively works to curb the
  81. 81. Brand & Reputation Survey- Novo Nordisk Algeria 2009 global burden of diabetes Provides access to healthcare in third world countries partnerships with healthcare professionals, diabetes organisations and/or health authorities 40. 41. 42. Works as an equal partner with its stakeholders for a common goal 43. Changes the way diabetes is prevented Changes the way diabetes is treated sales representatives that have a good reputation 45. 46. 47. SECTION 800: SUPPORTIVE BEHAVIORS(COMPANY #2 …………………. ) Q801 The next questions concern a number of different attitudes or behaviors you would have towards [COMPANY #2………………]. How well do the following statements describe your attitude towards [COMPANY #2…………………]? Please select a number between 1 and 7 where „1‟ means “I definitely would not” and „7‟ means “I definitely would”. Q801_1 In discussing [COMPANY 2] with others, I would be likely to say something positive about the company 1 2 3 4 5 6 7 Not sure Q801_2 I would recommend diabetes products and services from [COMPANY 2] to others Page 81 1 2 3 4 5 6 7 Not sure
  82. 82. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Q801_3 If I had the opportunity, I would participate in relevant events held by [COMPANY 2] - for example seminars, education sessions, or awareness events 1 2 3 4 5 6 7 Not sure 7 Not sure Q801_4 I would consult [COMPANY 2] if I had a question about diabetes 1 2 3 4 5 6 Q801_5 I would recommend diabetes education services or materials from [COMPANY 2] 1 2 3 4 5 6 7 Not sure Q801_7 I would request the diabetes products from [COMPANY 2] over products from other companies (patient) 1 2 3 4 5 6 7 Not sure SECTION 4000 – AWARENESS OF ACTIVITIES Q4001 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. 1. Any product-oriented advertising 2. 3. 4. 5. Any non-product-oriented advertising Any articles in the news media/newspapers The Novo Nordisk website Any form of sponsorship by Novo Nordisk Page 82 6. Any 7. Any 8. Any 9. Any 10. Any events/forums in which Novo Nordisk has taken part exhibitions in which Novo Nordisk has taken part TV advertising/spots radio advertising interaction with sales representatives/sales representative calls
  83. 83. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 3000 - DEMOGRAPHICS Finally, we would like you to answer some background questions. Your answers will not be used to identify you personally; rather it will be used to look for more general tendencies. Q3001: How long have you been diagnosed with diabetes? 1. Less than 2 years..................... 2. 2-5 years................................. 3. 6-10 years............................... 4. 11-20 years............................. 5. More than 20 years................... 6. Not sure / no answer................. Q3007a: Region 1. 2. 3. 4. East...................... West..................... Centre-east................ Centre-West.............. Page 83 Thank you for completing this study.
  84. 84. Brand & Reputation Survey- Novo Nordisk Algeria 2009 2. Secondary & primary care questionnaire. Brand and Reputation Study 2009 Questionnaire PC-SC On behalf of one pharmaceutical company, we are conducting a study to understand opinions about some large diabetes companies that you may know. Page 84 This questionnaire will include issues about their products and services, social responsibility and financial performance as well as a number of other topics. We are interested in your responses about the companies even if they are only based on your overall impressions of these companies. The questionnaire will take about 20 minutes to complete. We would like to reassure you that your answers will not be attributable to you by name, but will be completely anonymous and treated in the strictest confidence. They will simply be added to those obtained from other respondents in order to give an overall picture. As you take the survey, please be sure to answer each question and scroll down to reveal all questions before you move on to the next page. Now, let’s begin with a few questions that will be used to qualify your responses.
  85. 85. Brand & Reputation Survey- Novo Nordisk Algeria 2009 SECTION 100 – FAMILIARITY SCREENER S100: Please indicate your speciality. 1. Intern medicine sc.............................................. Go to 100b 2. General Medicine PC........................................... Go to 104 3. Diabetes Specialist SC........................................ Go to 104 4. Practice Nurse PC.................................................. Go to 104 5. Nurse SC............................................................. Go to 104 6. Other................................................................. Terminate S100b: Do you have a specialty in diabetes? 1. Yes... 2. No..... S104: How many years have you been working as a (S100) .................................................... 1. Less than 3 year.............. Terminate 2. More than 30 years......... Terminate S105: Approximately, how many patients do you personally initiate on insulin treatment each year? 1. Less than 10 ................ 2. 10-19............................ 3. 20-29............................ 4. 30-49............................ 5. More than 100.............. S165: Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first company that comes to your mind? Remember, you may consider both Page 85 insulin and non-insulin companies. None/Don’t Know …………… (Go to S171)
  86. 86. Brand & Reputation Survey- Novo Nordisk Algeria 2009 S170: Can you think of other pharmaceutical companies that are active within the area of diabetes? Again, you may consider both insulin and non-insulin companies. ……………………………………………………………………………………………………………………………………………………… …………. ……………………………………………………………………………………………………………………………………………………… …………. None/Don’t Know…………. S171: And still thinking of companies that are active within diabetes, which of the following companies are you aware of? Please mark all the companies you are aware of even if you have already mentioned them in the previous questions. 10. ELY LILLY………………………. 11. SANOFI-AVENTIS…………… 12. SAIDAL ………………………… 13. NOVONORDISK……………… 14. HIKMA………………………….. 15. SERVIER……………………… 16. MERCK LIPHA SANTE ……… 17. Bayer…………………………… 18. Not sure / No answer......... TERMINATE if they are not familiar with 1,2,3,4 Page 86 Select at least two companies.
  87. 87. Brand & Reputation Survey- Novo Nordisk Algeria 2009 S175: How familiar are you with the following companies in the area of diabetes? Please consider diabetes only. a- Novo Nordisk (Makers of: Levemir®, NovoLog Mix 70/30®, Novorapid®, Novonorm®, Novordism®, NPH®, ACH MIX or GlucaGen®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… b- T Sanofi Aventis (Makers of: Lantus®, or Apidra®, Amaryl®, Daonil®, Heni daounil®, insuman basal®, insuman conb25®, insuman rapid®, AMAREL®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… c- SAIDAL (Makers of: Insudal comb® 25, Insudal basal®, insudal rapid®, lavida®, DIABONORM®,DIAPHAG®, DIABENIL®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. Page 87 10. Not sure……………………………….
  88. 88. Brand & Reputation Survey- Novo Nordisk Algeria 2009 d- ELY LILLY (Makers of: Humalog rapid®, Humalog Mix®, umuline30®, umuline nph® ) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… e- MERCK LIPHA SANTE (Makers of: Glucophage®, stagid®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… f- HIKMA (Makers of: GLIBIL®, GLORION® 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… g- SERVIER: (Makers of:Diamicron ®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. Page 88 10. Not sure……………………………… T
  89. 89. Brand & Reputation Survey- Novo Nordisk Algeria 2009 h- Bayer: (Makers of: GLUCOBAY®) 6. Not at all familiar................................ T 7. Have only heard the name................. T 8. Somewhat familiar………………….. 9. Very familiar…………………………. 10. Not sure……………………………… T SECTION 200: BRAND GOAL AND REPUTATION GOAL (COMPANY #1) Q230 We would like you to consider some statements, and tell us how well they describe [Remember COMPANY 1 that you selected in S171]. Even if you do not believe you have enough information to rate this company please share your impression of the company based on anything you might know or might have read, seen or heard. For each statement we have provided a “Not Sure” option. Please answer “Not Sure” only if you have absolutely no opinion about this particular statement. Please select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 1] at all”, and „7‟ means that “This item describes [COMPANY 1] very well”. company 1 1 2 3 4 5 6 7 Does Not Describes …………………………………… Describe At All Very Well 1. is the world‟s leading diabetes care company X 2. leads the fight against diabetes Page within Type 1 4. is leading diabetes 89 3. is leading diabetes within Type 2 X X X Not Sure
  90. 90. Brand & Reputation Survey- Novo Nordisk Algeria 2009 Q231 The next set of statements focus on your attitude towards and perception of [COMPANY 1]. Please select a number from “1” to “7” where “1” means “I strongly disagree” and “7” means “I strongly agree”. company 1 1 2 3 4 5 6 7 …………………………………… I strongly I strongly disagree agree 1. has a good overall reputation X 2. I have a good feeling about X 3. I admire and respect Not sure X 4. I trust it X SECTION 400: BRAND AND REPUTATION ATTRIBUTES (COMPANY #1) Q401 We would now like you to examine some more specific statements, and tell us how well you believe they describe [COMPANY #1………………….]. We are interested in your personal view, so please answer based on your own perceptions of each company and not based on how you think others might perceive them. For each statement we have provided a “Not Sure” option. Please answer “Not Sure” only if you have absolutely no opinion about this particular statement. We are interested in your personal impressions, even if they are based on very little information. Please select a number between 1 and 7 where „1‟ means that “This item does not describe [COMPANY 1] at all”, and „7‟ means that “This item describes [COMPANY 1] very well”. 1. 2. 3 4. 5. Page 90 6. 7. 8. 9. Company 1 ………………….. 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 1 2 3 4 5 6 7 Pas sûr X X

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