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Novartis Has Top Image Among German Cardiologists, While Boehringer Ingelheim, Novartis Lead Among Pulmonologists

Feb 15, 2017

MUNICH, February 15, 2017 – Cardiologists in Germany rank Novartis as No. 1 among pharmaceutical companies active in cardiology, according to a new survey from Kantar Health, a leading global healthcare consulting and market research firm. The best companies in the areas of asthma and chronic obstructive pulmonary disease (COPD) continue to be Boehringer Ingelheim and Novartis. Berlin-Chemie and Novartis are rated best by general practitioners, and diabetologists see Lilly in front, followed closely by Novo Nordisk and Sanofi.

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., continuity of care, competence of the sales representative, 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 competence of the sales representative. 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, image and Net Promoter Score

In addition to the image review, each specialist group answered open-ended questions on which companies they particularly appreciate. Berlin-Chemie and Novartis have dominated in spontaneous positive appreciation among the 200 GPs surveyed since 2012.

Berlin-Chemie and Novartis also assume a leading role for most of the image criteria among the 15 companies surveyed, achieving the best overall image values as in the previous year. In addition, both companies achieve the highest Net Promoter Scores among GPs.

Diabetologists: Insulin manufacturers continue to receive highest spontaneous appreciation, best images and highest Net Promoter Scores

Insulin manufacturers Lilly, Novo Nordisk, Sanofi and Berlin-Chemie remain the Top 4 companies with the highest spontaneous appreciation by the 80 surveyed diabetologists. The other six companies evaluated lag by a considerable margin.

With regard to the image profile as well as the Net Promoter Scores, in 2016 three of the four companies mentioned above distance themselves, while the lead of Berlin-Chemie to the non-insulin manufacturers has melted compared to the previous year.

Cardiologists: Novartis overtakes Bayer regarding spontaneous preference and is on par with regard to image and Net Promoter Score

Spontaneous positive appreciation shifted significantly among the office-based cardiologists compared with the previous wave: Bayer has lost its top position of the past two years to Novartis and is at a similar level to Pfizer. The same trio is also the most spontaneously appreciated by hospital-based cardiologists.

Novartis shows the strongest improvement in image profile of all 12 companies evaluated among the 50 office-based physicians surveyed compared with the previous wave, followed by Bayer, Boehringer Ingelheim and Berlin-Chemie. Among the 51 hospital-based physicians surveyed, Novartis, Pfizer, Bayer and Boehringer Ingelheim have the best image.

In addition, Novartis has also significantly improved the Net Promoter Score of office-based physicians compared with 2015 and is now at the top of the list together with Bayer. Novartis is the only company to have a positive NPS among hospital-based cardiologists.

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

Among the 50 pulmonologists surveyed, Boehringer Ingelheim and Novartis – as was the case in 2015 – are the top two companies with the highest positive preference.

Boehringer Ingelheim and Novartis continue to achieve the highest overall image and Net Promoter scores. In particular, the two companies are unrivaled in the comparison of the eight companies surveyed with regard to training courses and the perceived research activity.

The full reports "Corporate Image 2016" will be partly individualized for your company and 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