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Bayer Continues to Have the Best Image among German Cardiologists

Feb 2, 2016

Munich, Feb. 2, 2016—Cardiologists in Germany rate Bayer as the best pharmaceutical company active in cardiology, while pulmonologists see Boehringer Ingelheim and Novartis as leader in the areas of asthma and chronic obstructive pulmonary disease (COPD). General practitioners view Berlin-Chemie as best, and diabetologists rank Novo Nordisk, Lilly, Sanofi and Berlin-Chemie best in diabetes, according to new studies from Kantar Health, a leading global healthcare consulting and market research firm, conducted at the end of 2015.

 The company ratings are based on 20 criteria, leading to an overall image score, including:

  • Aspects of the products (e.g., product quality, innovative products)
  • Economy (e.g., cost/performance ratio, good benefit assessment by Federal Joint Committee GBA)
  • Service (e.g., useful information and/or services for patients, useful information on the internet)
  • Care (e.g., good sales force, continuity of care, sensitivity to physicians’ problems)
  • Society/politics (e.g., socially responsible role, competence in health policy issues)

The criteria that have the highest impact on the valuation of pharmaceutical companies are product quality, providing good scientific information, and providing training courses. Furthermore, specialists place great value on innovative products and primary care physicians on a good cost/performance ratio.

GPs: Berlin-Chemie and Novartis lead in spontaneous preference and image; Berlin-Chemie receives best net promoter score.

In addition to the image review, each specialist group answered open-ended questions on which companies they particularly appreciate. Novartis and Berlin-Chemie dominated the spontaneous positive mentions among the 200 primary care physicians surveyed. They also achieved the best overall image scores among the 13 surveyed companies​​. In addition, GPs rated Berlin-Chemie highest for the net promoter score, which means GPs recommend Berlin-Chemie most.

Diabetologists: Insulin manufacturers continue to receive the highest spontaneous appreciation, best image and highest net promoter scores.

Novo Nordisk, Lilly, Sanofi and Berlin-Chemie remained the Top 4 companies with the highest spontaneous appreciation by the 80 surveyed diabetologists. The other five companies evaluated lagged by a considerable margin. In addition, Lilly and Novo Nordisk also had the best recommendation by diabetologists.

Cardiologists: Bayer dominates spontaneous preference, image and net promoter score.

Bayer was the clear leader in spontaneous positive appreciation among the 50 surveyed. As expected, the company also was the image criteria leader and had the best net promoter score.

Pulmonologists: Boehringer Ingelheim and Novartis lead in spontaneous appreciation, overall image and net promoter score.

Among the 51 surveyed pulmonologists, Boehringer Ingelheim and Novartis had the highest positive presence. They also achieved the highest image values ​​and the best overall net promoter scores. The companies remain unmatched by the competition, especially in terms of innovative products, training courses, sales force and the perceived research activity.

The full reports “Corporate Image: 2015" are available for purchase. Contact Dr. Katja Zacharias, Senior Consultant, Marketing Insights, at +49 89 56001929 or

These results may only be published under the byline “Kantar Health.”

About Kantar Health

Kantar Health is a leading global healthcare consulting firm and trusted advisor to many pharmaceutical, biotech, and medical device and diagnostic companies worldwide. It combines evidence-based research capabilities with deep scientific, therapeutic and clinical knowledge, commercial development know-how, and brand and marketing expertise to help clients evaluate opportunities, launch products and maintain brand and market leadership.

Kantar Health deeply understands the influence of patients, payers and physicians, especially as they relate to the performance and payment of medicines and the delivery of healthcare services. Its 600+ healthcare industry specialists work across the product lifecycle, from preclinical development to launch, acting as catalysts to successful decision-making in life sciences and helping clients prioritize their product development and portfolio activities, differentiate their brands and drive product success post-launch. Kantar Health is part of Kantar, the data investment management division of WPP. For more information, please visit