Market Strategies International, a full-service custom and syndicated research and strategic consulting firm, announced key findings from its new study, MSImageSM: ASCO 2007. The study revealed that Genentech and Roche were rated as the top performers at ASCO 2007 by practicing US and international Oncologists, respectively. Pfizer finished second, while Amgen and Sanofi-Aventis made the top five in both the US and international rankings as well. Novartis Oncology finished sixth in the US, but third internationally, while Bayer HeathCare broke into the top ten for the first time, finishing eighth in the US and sixth internationally.
Oncologists were asked to rate companies on a number of overall "top-of-mind" conference metrics, as well as performance measures, focused solely on their exhibit booths. Genentech dominated the US rankings by having the most visited commercial booth, ranking number one on five of the 11 booth measures and by being identified as the company that did the best job of meeting physicians' needs for information on its current and pipeline products. "Although Genentech did not dominate the 'new' news this year at ASCO 2007," noted Peter Carlin of MSI's Global Life Sciences Division, "it remains the most dominant oncology company.
"Roche also benefitted from Genentech's dominance by ranking first in overall performance by international Oncologists, a clear signal that physicians recognized Roche's relationship with Genentech. "Both companies outstanding performance at ASCO 2007, however," said Carlin, "should not overshadow those companies that appear to be moving up the oncology image rankings. Pfizer and Bayer, for example, capitalized on their renal cell carcinoma focus while Amgen and Sanofi-Aventis remained strong top five companies." Novartis Oncology showcased its strong pipeline while GlaxoSmithKline built upon the success of Tykerb from 2006.
Pfizer's jump from sixth in 2006 to second in the US and international rankings was probably due to its efforts at positioning Sutent as a multi-targeted agent, as well as its growing oncology portfolio. "Pfizer is starting to show traction in oncology," according to Carlin, "and once it fully understands that the oncology marketplace is driven by different key drivers than its mass market sectors, it will begin to more aggressively challenge the top companies.
"Among international Oncologists, Roche ranked in the top five on almost all booth measures while also finishing first on overall performance. International physicians also spent the most time at Roche's booth and rated it first for best overall information on current and pipeline products. While at company booths, however, international Oncologists rated Novartis as having the highest quality of information on current products and Eli Lilly for having the most courteous sales reps.
Both US and international oncologists identified Nexavar as the product for which their impressions improved the most during ASCO 2007, likely generated by the new survival data presented at this meeting. Based on the number of renal cell carcinoma studies presented at ASCO, a significant number of Oncologists expect a major change in the current standard of care for kidney cancer.
"The next few years will be exciting ones for oncology companies, physicians and patients as manufacturers try to deliver on their pipelines," commented Carlin. "ASCO is the most important oncology venue for publicizing new data and the competition will intensify among the top companies. BioOncology companies like Genentech, Amgen, Celgene and Millennium will face strong challenges from big Pharma's deep pockets and ASCO will be the central battleground for these battles."
The syndicated study features 100 web based interviews conducted with US Oncologists and 100 web based interviews conducted with international Oncologists attending the American Society of Clinical Oncologists Convention. Interviewing was conducted one week after ASCO 2007.
