Genentech maintains the lead in overall image across office-based and hospital-based oncologists, while Novartis, for the first time, ranks first among hematologists. Amgen remains third among office oncologists while slipping one spot among hospital oncologists; its largest gain was among hematologists, outscoring Celgene and Millennium: The Takeda Oncology Company.
Pfizer reaches the top 5 among hospital oncologists and also gains a lot of momentum among hematologists (ranking 6th this year from 12th in 2011). GlaxoSmithKline and Bristol-Myers Squibb also saw noteworthy shifts among oncologists this year.
Over the past several years, Novartis and several others have been closing in on Genentech as the image leader. In fact, the gap in ratings between the top 10 competitors continues to narrow in 2012, as in 2011. Related to the narrowing margins of differentiation, Novartis edges out Genentech on overall image among hematologists for the first time this year, driven primarily by their leadership in the field force and corporate equity dimensions.
"Though the difference in ratings is small, this change in leadership is noteworthy as we have watched the oncology competitive field evolve quite a bit over the last several years," commented Dr. Katy Palmer, senior vice president of Market Strategies' Healthcare division.
She added that it is important to note that Celgene/Abraxis and Millennium: The Takeda Oncology Company retain two of the top five spots for hematologists in 2012, reinforcing that size of a company's oncology portfolio does not dictate image leadership.
Another key shift in 2012 is the increasing importance of non-sales representative-related attributes in driving overall image. This year, image drivers include attributes pertaining to R&D and patient focus.
Finally, our 2012 study shows that overall image does matter and correlates to several key behaviors including:
Recommending products to colleagues
Providing additional time for sales reps and medical science liaisons
Trying new products
Reading manufacturer's literature
Attending company-sponsored programs
"Physicians are just like the rest of us," explained Palmer. "When we have a strong image of a company or product, we tend to give them more consideration and attention than others over time."
About the Study Market Strategies' 2012 Oncology Image Study was fielded via the Internet in February and March among 350 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 online panel. Due to its opt-in nature, this online panel (like most others) does not yield a random probability sample of the target population. Market Strategies will supply the exact wording of all survey questions upon request.
About Market Strategies International Market Strategies International is a market research consultancy with deep expertise in communications, energy, financial services, healthcare and technology. The firm is ISO 20252 certified, reflecting its commitment to providing intelligent research, designed to the highest levels of accuracy, with meaningful results that help companies make confident business decisions.
Market Strategies conducts qualitative and quantitative research, and our research specialties include brand, communications, customer experience, product development, segmentation and user experience. Founded in 1989, Market Strategies consistently ranks as one of the 25 largest global market research firms, according to an annual report published in Marketing News. Read Market Strategies' blog at FreshMR, and follow us on Facebook, Twitter and LinkedIn.