Genentech has made notable gains as the top oncology franchise among oncologists over the past year, as evidenced by significantly higher scores across all key performance drivers, especially research and development (R&D) and developing beneficial products. Celgene and Amgen also show gains among oncologists, while Novartis remains the leader among hematologists. This and other findings can be found in the Cogent Reports Oncology Image Study from Market Strategies International.
The yearly study, conducted with oncologists, hematologists and nurses, evaluates and tracks approximately 40 performance metrics related to field force, corporate functions and R&D across 11 companies. The study examines the key drivers of franchise image, and reports out overall image for the leading oncology manufacturers in the US.
¡°Overall franchise image is often overlooked as an important metric to track, with brand being the sole focus,¡± says Katy Palmer, PhD, senior vice president of the Life Sciences division at Market Strategies. ¡°However, we know from our study that franchise image matters as it correlates with key physician behaviors, such as recommending products to colleagues, providing additional time to sales reps and attending company-sponsored programs.¡±
In addition to evaluating the big names in oncology, the study looks at several up-and-coming oncology companies with breakthrough potential: Seattle Genetics leads in image; however, Pharmacyclics and Gilead show solid increases over the past year and are noted by physicians as being ¡°most likely to impact cancer treatments over the next five years.¡±
¡°The oncology marketplace has changed dramatically in the last few years and we can expect that trend to continue,¡± says Palmer. ¡°The companies that recognize the importance of franchise image and focus on the key attributes that drive desired physician behaviors could pose a challenge to industry leaders.¡±
Among Office-Based Oncologists
| RANK | COMPANY |
|---|---|
| 1 | Genentech |
| 2 | Celegene |
| 3 | Amgen |
| 4 | Novartis |
| 5 | Bristol-Myers Squibb |
Source: Market Strategies International: Cogent™ Health Reports, Oncology Image Study, December 2013
