Market Strategies International


Genentech & Bristol-Myers Squibb Dominate Franchise Image, Overall Engagement Among Oncologists

Merck, Novartis, Amgen and Celgene rank in the second tier

Genentech and Bristol-Myers Squibb (BMS) lead oncology franchises in image and engagement according to oncologists, who give them top scores across multiple metrics. Merck, Novartis, Amgen and Celgene rank in the second tier, with eight additional companies rounding out the field. In specific tumor areas, Genentech is the frontrunner in breast cancer, colorectal cancer and chronic lymphocytic leukemia. BMS is perceived as the leader in melanoma and lung cancer, and Celgene leads in multiple myeloma. Across several tumor areas, checkpoint inhibitors such as PD-1 and PD-L1 emerge as game changers in 2016 and over the next five years in the minds of physicians. These and other findings (including hematologist perceptions) are from Pharma Engage® a Cogent Reports study released by Market Strategies International.


“It’s critical for pharmaceutical companies to engage with physicians across a variety of settings to foster strong relationships, yet motivating physicians to engage is not always easy,” said Caroline Brennan, Ph.D., vice president of the Life Sciences division at Market Strategies. “We found that likelihood to engage with a manufacturer is strongly linked to image, so firms can increase physician engagement by improving their image.”


According to Brennan, “having a relevant product portfolio is the number one driver of image. However, that does not mean the smaller firms are out of luck. It simply means they need to focus on other attributes that will improve their image, such as innovative R&D and HCP educational resources. Each company has its own set of priority levers, and companies that don’t invest in them will have a tougher time establishing meaningful engagement.”

“It’s particularly important to note that the companies being noticed for making great strides in immunotherapy and other novel mechanisms of action are also the ones rising to the top in image within specific tumor types,” she added. “It will be interesting to see how future discoveries impact image moving forward.”

About the Pharma Engage® Report

Cogent Reports conducted an online study among 157 office-based oncologists and 103 hematologists who were recruited from a national online panel in November 2016. To qualify, physicians needed to be board-certified and 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. This study evaluates and ranks Amgen, Astellas, AstraZeneca, Bayer, BMS, Celgene, Genentech, J&J/Janssen, Lilly, Merck & Co, Novartis, Otsuka, Pfizer and Takeda on:

  • Physicians’ likelihood to engage across a variety of touch points, including sales reps, company-sponsored events and clinical trials  
  • Image and performance related to services and support, research and development, and product portfolio

The study also examines leadership across six key tumor areas: breast, lung, colorectal, melanoma, CLL and multiple myeloma. Companies vary by tumor type and include a relevant subset of the companies above as well as AbbVie, Gilead, Incyte, Medivation, Pharmacyclics, Prometheus, Sanofi and Teva, where applicable.


For more on the full report, download an overview.

< Back to News