Cogent Reports™: Genentech Regains Its Dominance in Image Among Oncologists
CAMBRIDGE, Mass.--(BUSINESS WIRE)--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 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.”
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.”
|TOP 5 ONCOLOGY IMAGE FRANCHISE|
|Among Office-Based Oncologists|
Source: Market Strategies International: Cogent™ Health Reports, Oncology Image Study, December 2013
About the Oncology Image Study
This year’s Oncology Image Study was fielded via the internet in November and December of 2013 among 150 office-based oncologists, 98 hematologists and 91 oncology nurses. To qualify, physicians needed to be board-certified; and nurses needed to have current interaction with cancer patients. All were required to have a minimum number of oncology patients, spend at least 50%–60% of their time in patient care, and have exposure to sales representatives. Respondents were recruited from a national online panel. Due to its opt-in nature, this online panel does not yield a random probability sample of the target population. Market Strategies will supply the exact wording of any survey question upon request.
About Market Strategies International
Market Strategies International is a market research consultancy with deep expertise in communications, consumer/retail, energy, financial services, healthcare and technology. Offering custom research services and syndicated research products, the firm provides insight from more than 75 countries, focused in the areas of brand, communications, CX, product development and segmentation. Its syndicated products, known as Cogent Reports, help clients understand the market environment, explore industry trends and evaluate and monitor their brand and products within the competitive landscape. Founded in 1989, Market Strategies is one of the largest market research firms in the world, with offices in the US, Canada and China.