ASH Attendees Indicate ¡°Changes in Current Standard of Therapy¡± for Multiple Myeloma and Myelodysplasia Driven by Information on Celgene's Revlimid and Millennium's Velcade
Home >> ASH Attendees Indicate ¡°Changes in Current Standard of Therapy¡± for Multiple Myeloma and Myelodysplasia Driven by Information on Celgene's Revlimid and Millennium's Velcade
Market Strategies, Inc. (MSI), an international, full-service custom and syndicated research and strategic consulting firm, recently announced findings from MSConvention: ASH 2006, its annual analysis of physicians' perceptions and attitudes at the American Society of Hematology (ASH) Convention. The research was conducted by MSI's Global Life Sciences division and based on responses from 103 Hematologists and Hematological Oncologists who attended ASH.
The major therapeutic "news" this year concerned the advances and treatments for Multiple Myeloma, new product developments and data on Myelodysplasia/MDS, Chronic Myeloid Leukemia and Lymphoma. One third of the physicians who attended indicated that their "standard of care" for Multiple Myeloma (33%) and Myelodysplasia/MDS (36%) would change due to the new information disseminated at the convention. Celgene's Revlimid was the product mentioned most often as the drug that may change the standard of care for MDS; Revlimid and Millennium's Velcade were mentioned most often for Multiple Myeloma; while Revlimid and Rituxan were mentioned most often for Lymphoma.
"A key finding here," says Peter Carlin, Senior Vice President of Market Strategies' Global Life Sciences division, "is that the world of Hematology is changing as quickly as the world of Oncology. Similar to what we found out in our research after ASCO," said Carlin, "an increasing number of smaller biotech companies with significant products are beginning to drive behavioral changes among physicians." "More importantly, these companies are being very successful in fighting for a share of voice at these important physician meetings," noted Carlin.
Some of the other highlights of the ASH convention were:
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Genentech was the most prominent firm at the convention. Physicians who attended the meeting reported Genentech as having the greatest "overall presence" at ASH with their exhibits being visited second highest (71% of physicians), behind Amgen at 75%. Genentech ranked in the top three companies for almost all booth performance rankings and received the highest ratings on quality of current marketing information.
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Amgen, Novartis, Celgene and Millennium completed the list of "top five" companies with a high overall presence at ASH. Amgen also was viewed as the best "CME" company and had the highest booth attendance and top score along with Genentech for providing the impression of an integrated hematology company. Amgen ranked second in corporate symposia and updates on current products.
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Novartis, along with Amgen, performed best with respect to new products in development and Novartis came in second after AstraZeneca for quality of information on future products. Novartis received high ratings for overall booth appeal, quality of patient support information, and easy access to scientists.
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Celgene performed well with respect to corporate symposia, updates on current products, and information on new products in development. Celgene was third for overall booth attendance and was a close second on providing the impression of an integrated hematology company.
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Millennium's booth did relatively well with respect to attendance and overall appeal; Millennium scored at, or above average, with respect to updates on current products, professional/courteous booth representatives, and providing the impression of an integrated hematology company.
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Ortho Biotech came in at, or slightly under, the average with respect to updates on current products, quality of information on current products, booth attractiveness, and providing the impression of an integrated hematology company.
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Berlex performed above average on most of the booth attributes including overall booth appeal, quality of information on current products, booth attractiveness, professional and courteous reps (2nd place), access to scientists, and the quality of its patient support information.
