Genentech and Novartis Remain Image Leaders in Oncology and Hematology

LIVONIA, Mich., June 2, 2011 /PRNewswire/ -- Genentech and Novartis have the best image among oncologists and hematologists, according to Market Strategies International, a market research consultancy that recently completed its 2011 MSImage study. The study evaluated more than 30 sales force, corporate equity and R&D attributes to determine which measures drive a company's image and performance in this rapidly growing marketplace.

Amgen, Sanofi-aventis and Eli Lilly/ImClone round out the top five among oncologists, and Celgene, Millennium: The Takeda Oncology Company and Amgen round out the top five for hematologists.

While Genentech maintains a slim lead across office-based and hospital-based oncologists and hematologists, Novartis remains the only other company tied with Genentech for top-tier status.  And, although Genentech slightly extended their lead across several key measures, Novartis is now ranked first by hospital oncologists in the Sales Force dimension and closed the gap on Genentech in the Product/R&D dimension.  

"Last year, Novartis joined Genentech as a top-tier company among office-based oncologists, but now the improvement is mixed. There are specific areas that Novartis needs to improve on if it hopes to claim the top spot from Genentech," said Brock Walter, vice president, Specialty Pharmaceuticals division, Market Strategies International.

Study results indicate that top performers engage in behaviors that are most important to physicians. Specifically, there is a strong correlation between a highly favorable image and behaviors such as a physician's likelihood to:

• Recommend products to colleagues
• Make additional time for sales reps and MSLs
• Try new products
• Carefully read literature from the company
• Enroll patients in company clinical trials

Amgen had its best year across all oncology stakeholders and jumped from fifth to third place in overall image among office-based and hospital-based oncologists. It also saw large gains in the Sales Force dimension, highlighting the impact a comprehensive approach to an office can make.

Among hematologists, it's important to note that Celgene and Millennium: The Takeda Oncology Company captured two of the top five spots, challenging the perception that small companies cannot be image leaders.

"Companies are realizing that image and reputation go beyond having the most products; it's about having knowledgeable, responsive sales reps that provide the objective data oncologists want and having the support programs and information nurses and practice managers need," said Dr. Shawn Wade, vice president and head of Specialty Pharmaceuticals at Market Strategies.

For more information on this and other syndicated studies on European Oncologists/ Hematologists and top performers at ASCO, contact Brock Walter at 909.267.5443 or [email protected].

About the Study

Market Strategies' 2011 MSImage Oncology and Hematology Stakeholder Study was fielded via the Internet in February and March among 465 physicians, 100 oncology practice managers and 100 oncology nurses. To qualify, physicians and nurses were required to have a minimum number of oncology patients, spend at least 50 percent of their time in patient care and have exposure to sales representatives. To qualify as a practice manager, respondents were required to work in a practice with at least three oncologists and be responsible for billing and reimbursement. Respondents were recruited from a national e-research panel. Due to its opt-in nature, this online panel (like most others) does not yield a random probability sample of the target population.

About Market Strategies International

Market Strategies International is a market research consultancy with deep expertise in the communication, energy, financial services, healthcare and technology industries. We design and implement the most intelligent research and deliver meaningful results that help companies make business decisions with complete and total confidence. Founded in 1989, Market Strategies is the 17th largest research firm in the US according to "Honomichl Top 50," published in the June 2010 issue of Marketing News.

SOURCE Market Strategies International