The percent of doctors in the US classified as "rebels"--those deeply dissatisfied with the pharmaceutical industry and actively generating negative word of mouth (WOM)--has risen sharply in the last year, from 12% to 19%, according to new TNS Healthcare research with 1,500+ general practitioners.
The 5 major European markets--the UK, France, Germany, Italy and Spain--also show a high proportion of doctors actively creating negative WOM, ranging from a low of 19% in Italy to a high of 27% in the UK.
TNS Healthcare's word of mouth, market resistance and relationship findings are based on an Internet survey with 1,500+ general practitioners across the US, UK, France, Germany, Italy and Spain. The survey measured TNS's proprietary TRI*M Index, assessing relationship strength. TRI*M lets companies assess whether they are facing a favorable or resistant market situation by determining the percentage of customers falling within four key segments:
Apostles--customers who are satisfied and actively generating positive word of mouth
Rebels--customers who are dissatisfied and actively generating negative word of mouth
Hostages--customers who do not want to stay with a company but feel they have no other choices
Mercenaries--customers with low loyalty who will quickly move on to what they see as the next "best deal"
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