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 Oncology and Hematology 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.
| RANK | ONCOLOGISTS | HEMATOLOGISTS |
|---|---|---|
| 1 | Genentech | Genentech |
| 2 | Novartis | Novartis |
| 3 | Amgen | Celgene |
| 4 | Sanofi-aventis | Millennium |
| 5 | Eli Lilly/ImClone | Amgen |
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:
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.
Market Strategies' 2011 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.
Katy Palmer, Ph.D.
Senior Vice President, Healthcare Division
734.542.7746
