Genentech again tops among oncologists, hematologists
May 17, 2010 – 3:49 pm by ChrisAlthough Genentech is still seen by oncologists and hematologists as the company with the best overall image, that lead has been challenged by Novartis Oncology, according to a study by the strategic consulting firm Market Strategies International.
The company’s syndicated study identifies which companies are perceived by oncologists and hematologists to have the best image in this rapidly growing marketplace. The study was conducted with 465 physicians who evaluated more than 30 sales force, corporate equity and R&D attributes to determine which measures drive a pharmaceutical/biopharmaceutical company’s image and performance.
Experts at Market Strategies International say Novartis Oncology “has clearly become the major challenger to Genentech’s long-standing reign among physicians.” But Genentech continues to be the dominant player in the dimension of its R&D and its products.
Market Strategies International experts say their ongoing image studies indicate that companies evaluated as the 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 recommend products to colleagues, try new products, make additional time for sales reps and MSLs, and visit a company booth at ASCO.
The study indicates that while sales reps will continue to be the main face to their customers, companies would be wise to start thinking about the impact of a physician’s total customer experience with their company.
Physician experience is affected by a number of “touch points” beyond their core contact relationships and therapeutic experience with a company’s products. Experiences with R&D efforts, communication initiatives, commitment to patient access, and organizational structure all influence the customer experience, Market Strategies experts say.
In overall image, coming after Genentech and Novartis Oncology is Lilly Oncology, making a strong jump among the top 10 to third place from last year’s sixth place. Sanofi-Aventis is in fourth place, Amgen in fifth place, Celgene in sixth place, GlaxoSmithKline in seventh place, AstraZeneca in eighth place, Bristol-Myers Squibb in ninth place, and Pfizer in tenth.
Among hematologists, Millennium joined Genentech, Novartis and Celgene as tier one companies, challenging the perception that small companies cannot be competitive in both markets. Takeda’s improved ranking pushed Amgen and GlaxoSmithKline to fifth and sixth positions and Genzyme moved up in rank to seventh from twelfth.
For product R&D, Genentech and Novartis Oncology are again at No. 1 and No. 2, while Amgen is at No. 3, Celgene at No. 4, Lilly at No. 5, Sanofi-Aventis at No. 6, GlaxoSmithKline at No. 7, Bristol-Myers Squibb at No. 8, AstraZeneca at No. 9, and Pfizer at No. 10.
In sales force image, the companies that were first, second, and third in the rankings were Genentech, Novartis Oncology, and Lilly Oncology; in fourth was Amgen, while Celgene was in fifth place, Sanofi-Aventis in sixth place, GlaxoSmithKline and AstraZeneca in seventh and eighth place, and Bristol-Myers Squibb nd Pfizer again in ninth and tenth place.
In image of corporate equity, the Genentech and Novartis Oncology were again first and second, followed by Sanofi-Aventis, Lilly Oncology, AstraZeneca, Amgen, GlaxoSmithKline, Bristol-Myers Squibb, Celgene, and Pfizer.
“Companies that recognized the critical importance of performing well on key driver measures improved their 2010 performance,” says Dr. Shawn Wade, VP of Market Strategies’ Specialty Pharmaceutical Division. “It’s clear that oncologists and hematologists attach high image ratings to companies that are highly innovative, trustworthy, and have knowledgeable sales reps that provide objective information.”
Market Strategies’ 2010 MSImage Oncology and Hematology Stakeholder Study was released to its subscribers on March 31, 2010. The questionnaire was fielded via the Internet among 465 physicians,100 oncology practice managers and 100 oncology nurses in February. Physicians were recruited from a nationally representative e-research panel.
