¨Presentation Brand and reputation survey2009 f novonordisk

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¨Presentation Brand and reputation survey2009 f novonordisk

  1. 1. Brand & Reputation Survey- Algeria Novo Nordisk Algeria Brand and Reputation Survey -Internship Presentation byAbderrahamane Guellil
  2. 2. Brand & Reputation Survey- Algeria Agenda slide 1 Project: Needs, Objectives, Focus, Stages. 2 Findings (Patients, Primary Care, Secondary Care, Nurses) 3 Identified gaps and Action plans : (Patients, Primary Care Secondary Care) 4 Conclusions
  3. 3. Brand & Reputation Survey- Algeria Project Need • Changing dynamics in the market • Novo Nordisk has become “the player” in the Algerian diabetes market • No brand and reputation survey undertaken so far Project Objective • Understand Novo Nordisk’s current brand and reputation status in Algeria • Support Novo Nordisk in order to achieve and sustain diabetes brand leadership Project Focus • Understand the underlying drivers of a diabetes company brand and reputation • Measuring Novo Nordisk’s reputation vis-à-vis major competitors • Next steps for Novo Nordisk to achieve and sustain brand leadership
  4. 4. Brand & Reputation Survey- Algeria Project Stages Stage 1: Survey Design Stage 2: Field work •Questionnaire adaptation & translation •Data collection •Defining Sample •Data processing and methodology •Approach to scores calculation Stage 3: Analysis Stage 4: Workshop Stage 5: Presentation •Data Analysis and report •Organize workshop with •Presentation of final results preparation affiliate in order to discuss •Action plan presentation and choose appropriate action points Tools & Methods: • • • Market researchh. Data analysis model/Statistical software (SPSS, Excel.) Communications/Marketing
  5. 5. Brand & Reputation Survey- Algeria Sample Size West 31% MI GP Endo/Diab 47 15% 80% 5% 26% 39 Center- West East 23% 7 37 2 MI GP Endo/Diab Center- East 20% 35 20% 75% 5% 7 26 2 30 MI 30% 12 MI 20% 6 GP 55% 21 GP 75% 23 Endo/Diab 15% 6 5% 2 Endo/Diab Total regions Patients Total regions Nurses Region # of drs/region West 1,427 Center West 1,217 Center East 931 East 1,070 Total 100 30 4,645 31% 26% 20% 23% City # of drs/city Oran 418 Alger 814 Setif 299 Constantine 352 •The list refers to doctors who are visited by medical representatives.
  6. 6. Brand & Reputation Survey- Algeria Insulin producers in Algeria Company ELI LILLY NOVO NORDISK SAIDAL SANOFI-AVENTIS Grand Total INSULIN PRODUCERS VOLUME MS% 2008 2009 0.00% 2.89% 72.40% 67.23% 10.29% 12.50% 17.31% 17.38% 100.00% 100.00% Source: IMS May 09, yearly values are in fact moving annual totals. VALUE MS% 2008 0.00% 60.71% 4.56% 34.73% 100.00% 2009 1.56% 60.03% 5.38% 33.04% 100.00%
  7. 7. Brand & Reputation Survey- Algeria Producers of Oral AntiDiabetic drugs (OADs) In blue are the companies with highest value market share. Company A.P.M. ASIA PHARMACEUTICA BAYER BIOCARE BIOGARAN BIOPHARM BIOVITAL BOEHRINGER I. CROVIS PHILCOM DAR AL DAWA EIPICO EL KENDI FRATER GEOPHARM GROUPE SANTE HAYAT HIKMA J.P.M. LAB INDETERMINE LAD PHARMA LIFE PHARMA MEDIFARMAL MENARINI MERCK LIPHA SANTE NOVA ARGENTIA NOVO NORDISK PFIZER PHARCO PHARMALLIANCE PHARMIDAL PROMOPHARM SAIDAL SANOFI-AVENTIS SERVIER SOPHAL SPIMACO UPC PRODUCT Grand Total MS% Val 0.12% 0.15% 2.68% 0.89% 0.17% 0.00% 0.00% 0.00% 0.06% 0.04% 0.00% 0.28% 0.04% 0.38% 0.03% 0.00% 10.93% 0.00% 0.00% 0.00% 0.00% 0.00% 1.45% 20.28% 0.00% 7.73% 0.00% 0.00% 0.71% 0.00% 0.00% 8.31% 42.06% 3.66% 0.00% 0.00% 0.02% 100.00%
  8. 8. Slide no 8 Patients
  9. 9. Questionnaire Slide no 9 • SECTION : FAMILIARITY SCREENER: • • • • • • • • • Please indicate what type of diabetes you have. What is your age? What form of diabetes medication do you take? Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first company that comes to your mind? Can you think of other pharmaceutical companies that are active within the area of diabetes? And still thinking of companies that are active within diabetes, which of the following companies are you aware of? How familiar are you with the following companies in the area of diabetes? Please consider diabetes only. SECTION: BRAND GOAL AND REPUTATION GOAL : • • We would like you to consider some statements, and tell us how well they describe the company The next set of statements focus on your attitude towards and perception of the company • SECTION : BRAND AND REPUTATION ATTRIBUTES : • We would now like you to examine some more specific statements, and tell us how well you believe they describe the company • SECTION : SUPPORTIVE BEHAVIORS: • The next questions concern a number of different attitudes or behaviors you would have towards the company • SECTION: AWARENESS OF ACTIVITIES: • In the last six months, have you seen or heard any of the following about Novo Nordisk’s involvement in changing diabetes? Please select all that apply. • SECTION: DEMOGRAPHICS: • • How long have you been diagnosed with diabetes? Region
  10. 10. DEMOGRAPHICS Slide no 10
  11. 11. Slide no 11 FAMILIARITY SCREENER
  12. 12. FAMILIARITY SCREENER which of the following companies are you aware ofELI LILLY, SANOFI-AVENTIS,SAIDAL, NOVONORDISK, HIKMA, SERVIER, MERCK LIPHA SANTE, Bayer, Not sure / No answer......... Q:Can you think of other pharmaceutical companies that are active within the area of diabetes? ? Slide no 12
  13. 13. FAMILIARITY SCREENER Slide no 13
  14. 14. AWARENESS OF ACTIVITIES Slide no 14 In the last six months, have you seen or heard any of the following about Novo Nordisk’s involvement in changing diabetes?
  15. 15. Slide no 15 We would like you to consider some statements, and tell us how ell they describe
  16. 16. Slide no 16 BRAND GOAL AND REPUTATION GOAL We would like you to consider some statements, and tell us how well they describe
  17. 17. Slide no 17 SUPPORTIVE BEHAVIORS How well do the following statements describe your attitude towards
  18. 18. Slide no 18 Primary care & Secondary care
  19. 19. FAMILIARITY SCREENER Slide no 19
  20. 20. Slide no 20 FAMILIARITY SCREENER
  21. 21. Slide no 21 DEMOGRAPHICS
  22. 22. FAMILIARITY SCREENER.PC Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first Can you think of other pharmaceutical companies that are active within the area of diabetes? which of the following companies areyour aware of? company that comes to you mind? Slide no 22
  23. 23. FAMILIARITY SCREENER How familiar are you with the following companies in the area of diabetes? Slide no 23
  24. 24. FAMILIARITY SCREENER How familiar are you with the following companies in the area of diabetes? Slide no 24
  25. 25. Slide no 25 AWARENESS OF ACTIVITIES.PC
  26. 26. PRODUCTS (GLP-1 and DPP-4).PC Which of the following statements best describes your familiarity with each of the following product classes? Slide no 26
  27. 27. FAMILIARITY SCREENER. SC Thinking of pharmaceutical companies that are active within the area of diabetes, what is the first Can you think of other pharmaceutical companies that are active within the area of diabetes? company that comes to your mind? which of the following companies are you aware of? Slide no 27
  28. 28. Slide no 28 AWARENESS OF ACTIVITIES.SC
  29. 29. Slide no 29 PRODUCTS (GLP-1 and DPP-4).SC Which of the following statements best describes your familiarity with each of the following product classes?
  30. 30. DEMOGRAPHICS Slide no 30 Prescriptions of insulin In an average year, how many prescriptions do you write for insulin?
  31. 31. Slide no 31 DEMOGRAPHICS Prescriptions of oral anti-diabetic agents In an average year, how many prescriptions do you write oral anti-diabetic agents
  32. 32. DEMOGRAPHICS Slide no 32
  33. 33. DEMOGRAPHICS Slide no 33
  34. 34. DEMOGRAPHICS people do diagnosed with diabetes each year Approximately how many people do you diagnose with diabetes each year? Slide no 34
  35. 35. DEMOGRAPHICS How many patients on insulin treatment do you personally see or manage each year? Slide no 35
  36. 36. Slide no 36 In general, how often are you in personal contact with your company diabetes representative. Please consider all types of contact you have.
  37. 37. Slide no 37 We would like you to consider some statements, and tell us how well they describe the companies
  38. 38. Slide no 38 We would like you to consider some statements, and tell us how well they describe
  39. 39. Slide no 39 We would like you to consider some statements, and tell us how well they describe the companies
  40. 40. Slide no 40 We would like you to consider some statements, and tell us how well they describe the companies
  41. 41. Slide no 41 We would like you to consider some statements, and tell us how well they describe the companies
  42. 42. Slide no 42
  43. 43. Full Scorecard Primary Care 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 Has excellent top management Focuses on diabetes care, not only medical treatment Is deeply committed to diabetes Has a clear vision for its future Shows high ethical standards in everything it says and does Is open and transparent about the way the company operates Is patient oriented – understands and addresses their needs Stands behind its diabetes products Provides products that help people with diabetes achieve a better quality of life Offers high-quality diabetes products Provides the best insulin Provides the best diabetes devices Offers diabetes products that are good value for the money Provides adequate support to manage changes in the company's diabetes product portfolio Offers high-quality diabetes support services Provides full and reliable knowledge about diabetes Employs highly competent sales representatives Provides high-quality diabetes education services for healthcare professionals Continuously expands the data to support its diabetes products Shows strong prospects for future growth in the area of diabetes Tends to outperform its competitors in the area of diabetes Consistently delivers good financial results Regularly introduces innovative diabetes products Regularly introduces innovative services to support diabetes care Adapts quickly to change Will produce the next breakthrough in diabetes care Employs highly competent diabetes scientists Is a good company to work for Promotes diversity in the workplace – i.e. gives equal opportunities to employees, regardless of gender, age, ethnic background or any other difference Is a socially responsible company in everything it says and does Is an environmentally responsible company Actively works to curb the global burden of diabetes Provides access to healthcare in third world countries partnerships with healthcare professionals, diabetes organisations and/or health authorities Works as an equal partner with its stakeholders for a common goal Changes the way diabetes is prevented Changes the way diabetes is treated sales representatives that have a good reputation Presentation title Market Leadership Market Leadership Market Leadership Market Leadership Corporate Responsibility Corporate Responsibility Corporate Responsibility Services Products Products Products Products Products Services Services Services Services Services Services Market Leadership Market Leadership Market Leadership Innovation Innovation Market Leadership Innovation Innovation Corporate Relitsponsibiy Corporate Responsibility Corporate Responsibility Corporate Responsibility Market Leadership Corporate Responsibility Market Leadership Market Leadership Innovation Innovation Services Slide no 43 Sanofi Saidal Date Slide Novo no 43 Merck 52.33 64.45 63.11 61.58 55.47 62.70 68.57 64.49 59.06 62.22 52.54 58.35 53.57 28.87 44.25 40.48 41.22 47.87 35.12 42.56 51.93 47.57 42.36 44.35 46.68 53.33 41.08 69.91 75.70 74.19 62.05 64.96 81.77 78.43 81.75 82.12 74.84 80.86 65.39 21.87 51.66 40.62 49.81 25.77 34.12 54.72 51.28 51.53 35.01 26.28 42.67 29.02 48.86 54.47 54.61 58.81 55.62 52.94 56.74 63.01 60.16 44.91 60.42 63.42 56.40 53.84 61.67 41.22 47.72 47.42 41.12 35.86 45.19 46.03 42.51 41.02 28.47 42.61 41.77 37.65 35.72 43.15 59.09 68.04 63.02 65.12 59.74 72.32 72.38 73.69 70.39 60.70 75.45 67.61 73.90 68.09 78.75 44.39 53.57 44.33 37.50 28.45 45.03 49.87 47.32 36.87 37.18 36.98 45.67 52.04 45.47 54.91 50.89 41.60 41.18 41.14 52.80 30.31 23.08 39.45 29.96 30.85 55.49 47.07 48.73 46.09 64.02 37.37 39.54 36.93 13.27 57.13 45.45 49.24 42.79 45.94 44.15 33.09 33.58 37.55 31.50 36.66 52.51 51.39 51.11 53.81 46.86 35.65 44.58 43.24 31.83 16.01
  44. 44. Presentation title Slide no 44 Date Slide no 44 Primary Care %52,00 %50,21 %50,00 %48,00 %47,75 %46,00 %45,41 %44,00 %42,92 %42,00 %40,00 %38,00 Merck Novo Saidal Sanofi
  45. 45. Full Scorecard Secondary Care 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Has excellent top management Focuses on diabetes care, not only medical treatment Is deeply committed to diabetes Has a clear vision for its future Shows high ethical standards in everything it says and does Is open and transparent about the way the company operates Is patient oriented – understands and addresses their needs Stands behind its diabetes products Provides products that help people with diabetes achieve a better quality of life Offers high-quality diabetes products Provides the best insulin Provides the best diabetes devices Offers diabetes products that are good value for the money Provides adequate support to manage changes in the company's diabetes product portfolio Offers high-quality diabetes support services Provides full and reliable knowledge about diabetes Employs highly competent sales representatives Provides high-quality diabetes education services for healthcare professionals Continuously expands the data to support its diabetes products Shows strong prospects for future growth in the area of diabetes Tends to outperform its competitors in the area of diabetes Consistently delivers good financial results Regularly introduces innovative diabetes products Regularly introduces innovative services to support diabetes care Adapts quickly to change Will produce the next breakthrough in diabetes care Employs highly competent diabetes scientists Is a good company to work for Promotes diversity in the workplace – i.e. gives equal opportunities to employees, regardless of gender, age, ethnic background or any other difference Is a socially responsible company in everything it says and does Is an environmentally responsible company Actively works to curb the global burden of diabetes Provides access to healthcare in third world countries partnerships with healthcare professionals, diabetes organisations and/or health authorities Works as an equal partner with its stakeholders for a common goal Presentation title Slide no 45 Saidal Date Sanofi 24.38 Market Leadership 65.09 Market Leadership 49.86 Market Leadership 45.09 Market Leadership Corporate Responsibility 48.16 Corporate Responsibility 56.73 Corporate Responsibility 50.84 54.82 Services 60.27 Products 70.24 Products 51.82 Products 60.30 Products 53.43 Products Slide no 45 24.48 39.45 41.11 37.35 36.19 38.87 40.07 41.36 46.05 40.08 40.57 36.73 49.76 Novo 30.54 53.94 65.43 57.05 47.70 56.76 54.19 54.72 67.77 70.40 64.55 64.32 56.02 Merck 27.09 37.50 42.44 51.49 40.42 45.24 46.37 49.77 52.44 52.32 36.61 42.74 37.68 38.37 43.66 52.41 54.14 45.81 54.35 52.24 49.62 49.88 44.23 56.55 58.84 58.25 44.05 62.71 35.03 38.16 38.56 36.37 37.58 37.53 31.19 33.65 33.14 29.84 37.52 38.28 36.70 31.84 40.33 60.26 68.62 63.86 57.59 56.25 58.13 57.21 67.94 53.91 54.48 60.65 61.01 71.62 58.28 64.01 38.52 42.21 40.30 40.24 35.54 42.09 43.34 40.72 34.83 43.75 36.85 40.54 43.46 34.53 49.94 54.94 Corporate Responsibility 25.48 Corporate Responsibility 47.35 36.82 Market Leadership Corporate Responsibility 40.95 33.50 35.12 36.65 34.68 34.85 52.34 42.63 49.17 37.17 34.09 39.70 33.16 34.94 22.74 37.44 31.22 36.19 47.03 30.91 36.16 33.56 30.06 30.66 Services Services Services Services Services Services Market Leadership Market Leadership Market Leadership Innovation Innovation Market Leadership Innovation Innovation Corporate Relitsponsibiy Corporate Responsibility Market Leadership Market Leadership
  46. 46. Presentation title Secondary Care Slide no 46 Date Slide no 46 %60,00 %54,42 %49,60 %50,00 %40,00 %39,49 %35,99 %30,00 %20,00 %10,00 %0,00 Merck Novo Saidal Sanofi
  47. 47. Full Scorecard Patients 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Has excellent top management Focuses on diabetes care, not only medical treatment Is deeply committed to diabetes Has a clear vision for its future Shows high ethical standards in everything it says and does Is open and transparent about the way the company operates Is patient oriented – understands and addresses their needs Stands behind its diabetes products Provides products that help people with diabetes achieve a better quality of life Offers high-quality diabetes products Provides the best insulin Provides the best diabetes devices Offers diabetes products that are good value for the money Provides adequate support to manage changes in the company's diabetes product portfolio Offers high-quality diabetes support services Provides full and reliable knowledge about diabetes Employs highly competent sales representatives Provides high-quality diabetes education services for healthcare professionals Continuously expands the data to support its diabetes products Shows strong prospects for future growth in the area of diabetes Tends to outperform its competitors in the area of diabetes Consistently delivers good financial results Regularly introduces innovative diabetes products Regularly introduces innovative services to support diabetes care Adapts quickly to change Will produce the next breakthrough in diabetes care Employs highly competent diabetes scientists Is a good company to work for Promotes diversity in the workplace – i.e. gives equal opportunities to employees, regardless of gender, age, ethnic background or any other difference Is a socially responsible company in everything it says and does Is an environmentally responsible company Actively works to curb the global burden of diabetes Provides access to healthcare in third world countries partnerships with healthcare professionals, diabetes organisations and/or health authorities Works as an equal partner with its stakeholders for a common goal Presentation title Slide no 47 Sanofi Saidal Date 6.25 3.13 Market Leadership 29.1 14.6 Market Leadership 32.6 21.5 Market Leadership 23.8 13.5 Market Leadership Corporate Responsibility 14.5 7.05 Corporate Responsibility 19.4 8.31 Corporate Responsibility 25.3 14.3 17.6 3.13 Services 35.3 27.9 Products 51.3 26.6 Products 29.2 11.9 Products 20.8 15.5 Products 22.3 10.2 Products Services Slide Novo no 47 Merck 17.9 20.8 37.6 20.2 48.6 41.4 39 43.5 28.5 19.6 16.9 22.6 31.8 21.4 45.1 23.8 57 44 66.9 25.6 44.4 40.2 42.1 31.3 28.4 19 24.9 19.9 9.11 15.1 15.8 27.6 29.7 29 7.44 24 29.4 35.8 14.1 26.4 13.6 9.2 3.13 7.68 18 4.55 8.93 10.1 18.3 9.82 2.95 6.34 15.1 21.4 8.93 4.88 18.7 30.3 25.9 22.7 25.6 35.9 48.5 32.8 43.9 23.8 32.2 57.3 31.4 27.7 20.8 22 20.8 17.3 19.6 20.2 28.3 28.9 20.5 20.2 16.7 19.6 28.3 22 27.4 17.9 31.1 Corporate Responsibility 23.5 Corporate Responsibility 17.1 3.22 Market Leadership Corporate Responsibility 35.5 22.1 10.2 8.13 6.25 6.97 43.7 17.6 19.3 9.43 32.4 33.6 19.9 22 19 18.5 9.91 9.38 17.9 19.3 19.9 22 Services Services Services Services Services Market Leadership Market Leadership Market Leadership Innovation Innovation Market Leadership Innovation Innovation Corporate Relitsponsibiy Corporate Responsibility Market Leadership Market Leadership 23.5 18.9
  48. 48. Patients Presentation title Slide no 48 Date Slide no 48 %35,00 %32,31 %30,00 %25,03 %25,00 %21,88 %20,00 %15,00 %11,08 %10,00 %5,00 %0,00 Merck Novo Saidal Sanofi
  49. 49. Average (East+Center East +West + Center West ) Slide no 49 60,00 59,15 50,00 47,04 45,79 38,61 40,00 30,00 20,00 10,00 00,00 Merck Novo Saidal Sanofi
  50. 50. Slide no 50 Sanofi Saidal Novo Merck Market Leadership %27.31 %18.52 %31.75 %22.42 Innovation %26.53 %17.03 %33.70 %22.75 Services %26.16 %18.61 %32.60 %22.63 Products %27.03 %19.03 %34.25 %19.69 Corporate Responsibility %27.55 %18.54 %30.67 %23.23
  51. 51. Strenghts • Leadership Algerian market on diabetes care especially in insulin’s area. •Marketing strength in major geographical and therapeutic areas •Sales force developed in north Algeria • Good financial handling. • Strong R&D performances in devices innovations Opportunities •Main therapy area focus (diabetes) is expected to experience strong industrywide growth in emergent countries like Algeria. •New products (GLP-1 and DPP-4) • sales opportunities in saud of Algeria. •Virtual awarness Weaknesses Slide no 51 •Less awarness for patients and nurse. •Patients and nurses have no direct interaction with the company. Most of them know the company only through its products. • 7.73 % Market share in Oral Anti- Diabetic drugs. •big part revenue comes from insulin. Threats • Strong competitiveness in diabetes care ( Merck, Sanofi) •Increased competition for core products like Oral drugs as its high cost encourages use of cheaper alternative treatments.(generics)
  52. 52. Brand & Reputation Survey- Algeria Brand & Reputation 2009 Findings out of the survey vs. Patients •Majority of patients reported poor Wellbeing and had worries about managing their condition. •Majority of people with diabetes do not perceive their diabetes caregivers coordinate care. •Majority of people with diabetes are not able to manage their treatment as prescribed. Slide no 52
  53. 53. Slide no 53 Findings out of the survey vs.SC & PC •Healthcare providers do not identify and evaluate their patients’ psychological needs. •More than half of all healthcare professionals ask for new methods for improved communication. •Nurses clam more visit from the educators. •Gps are not aware of new finding in the area of diabetes.
  54. 54. Brand & Reputation Survey- Algeria Brand & Reputation 2009 Slide no 54 Action proposal Patients: • Enhance communication between people with diabetes and healthcare providers. • Increase number of educators. •Organize meeting date with patients to increase the Patients awareness. PC & SC: • Promote communication and coordination between healthcare providers. • Overcome barriers to effective therapy. • Enable better psychological care for people with diabetes: •use educators and psychologists through radio TV •develop different brochures. •organize specialized symposia in order to raise awareness about the need to give psycho
  55. 55. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009 Concrete strategies • Raise awareness and advocacy. • Mobilize people with diabetes. • Train healthcare providers. • Provide practical tools and systems. • Drive policy and healthcare systems change. • Develop psychosocial research in diabetes. • Raise awareness through Diabetes Ambassadors (for psychological…) Slide no 55
  56. 56. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009 Slide no 56 IT a key driver of attitude and behavior • Interactive multi-media communication training for healthcare professionals specially the GPs and Nurse • VIDEO-LINKs in collaboration with local partners. • Use the Internet website for adolescents and children.
  57. 57. Brand & Reputation Survey- AlgeriaBrand & Reputation 2009 Slide no 57 Some lessons learned •Only through partnership and focus on the real end user needs can Novo Nordisk sustain its brand name. • Novo Nordisk and stackholders can work effectively together through value-based information sharing. • stakeholder surveys and value-driven knowledge bases form a strong platform for truly stakeholder driven concerted action. • Motivational and behavioral psychology can inform and improve more effective use of IT systems to align processes and as in this case improve healthcare
  58. 58. Brand & Reputation Survey- AlgeriaBrand & Reputation2009 Conclusion: Slide no 58 To improve Novo Nordisk Brand name in diabetes The company must address the People behind the disease and focus on the person with Diabetes Novo Nordisk Healthcare providers Hospital Universities Media Person with Diabetes Diabetes scare Consumer industry
  59. 59. Slide no 59 Brand & Reputation Survey- Algeria Questions !

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