Genentech and Bristol-Myers Squibb (BMS) lead oncology franchises in image and engagement according to oncologists who give them top scores across multiple metrics. Merck, Novartis, Amgen and Celgene rank in the second tier. In specific tumor areas, Genentech is the frontrunner in breast cancer, colorectal cancer and chronic lymphocytic leukemia. BMS is perceived as the leader in melanoma and lung cancer, and Celgene leads in multiple myeloma. Details about these and other findings (including hematologist perceptions) can be found in the Cogent Reports Pharma Engage® Study from Market Strategies International.

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Engagement & Image Scores among Office-Based Oncologists (Graphic: Business Wire)

Engagement & Image Scores among Office-Based Oncologists (Graphic: Business Wire)

The study, a revamped version of Market Strategies’ previous Oncology Image report, evaluates and ranks 14 top manufacturers in the oncology space on:

  • Physicians’ likelihood to engage across a variety of touch points, including sales reps, company-sponsored events and clinical trials
  • Image and performance related to services and support, research and development, and product portfolio
  • Leadership across six key tumor areas

The report’s analyses show where companies excel, where they fall short and where they can focus their efforts to drive image and, ultimately, engagement.

“In previous image studies, we focused on performance attributes to identify drivers of overall franchise image. But given ever-increasing pressure on physician access, this year we also addressed physician engagement behaviors and how they relate to franchise image,” said Caroline Brennan, Ph.D., vice president in the Life Sciences division at Market Strategies. “Our results demonstrate that franchise image is highly correlated with intended engagement and that both are driven by relevant product portfolios, strong R&D programs, HCP educational initiatives and other support services. When companies perform well on these factors, they enjoy a very strong image that ultimately motivates physicians to engage with them in a variety of settings.”

For more study details, contact Lisa Viselli at lisa.viselli@marketstrategies.com.

About the Pharma Engage® Report

Cogent Reports conducted an online study among 157 office-based oncologists and 103 hematologists who were recruited from a national online panel in November 2016. To qualify, physicians needed to be board-certified and were required to have a minimum number of oncology patients, spend at least 50%–60% of their time in patient care and have exposure to sales representatives. Due to its opt-in nature, the online panel does not yield a random probability sample of the target population. Market Strategies will supply the exact wording of any survey question upon request.

About Market Strategies International

Market Strategies International is a market research consultancy with deep expertise in health, consumer & retail, energy, financial services, technology and telecommunications. We blend primary research with data from our syndicated, benchmarking and self-funded studies as well as Big Data to provide clients with the most complete and accurate insights needed to make confident business decisions. Market Strategies’ research specialties include brand, communications, CX, product development and segmentation. Our syndicated products, known as Cogent Reports, help clients understand the market environment, explore industry trends and monitor their brand and products within the competitive landscape. Founded in 1989, Market Strategies is one of the largest market research firms in the world, with offices in the US, Canada and China. Read Market Strategies’ blog at FreshMR, and follow us on Facebook, Twitter and LinkedIn.