Oncology Corporate Image, Who's Leading the Way?

FOR IMMEDIATE RELEASE
Raleigh, North Carolina, United States of America (Free-Press-Release.com) March 24, 2011 -- Medical Marketing Research, Inc. has released the results from the 2010 Oncology Corporate Image Study. The 2010 report measures oncologists' perceptions of pharmaceutical and bio-pharmaceutical companies that manufacturer and market oncology products. The study itself measures and evaluates oncology companies across a series of 27 attributes that shape, define, and drive overall company image.

Oncology Companies on the Move in 2010
* Novartis closes the gap on Genentech
* Amgen's rank drops to a new low

* BMS passes GSK, Lilly, Pfizer, Celgene & Amgen
* AstraZeneca regains their position among top 5 oncology companies

Measuring Sales Force Quality

There are many attributes that drive corporate image among oncologists. However, the overall quality of your company's sales force directly correlates with how your company is perceived. Companies that have improved the perception of their sales force, since 2009, include Novartis, Lilly, AstraZeneca, and Amgen. Fewer physicians perceived Genentech, Sanofi-Aventis and BMS as having the highest quality sales reps in 2010. The 2010 Oncology Image Study provides subscribers with a detailed Sales Performance Analysis, a guide to the most important attributes driving sales force performance.

Bristol-Myers Squibb (BMS) tremendously improved its company image among US oncologists over the past year, jumping to 5th best in overall corporate image. This climb back into the top 5 best ranked oncology companies comes on the heels of a disappointing 2009, a year in which BMS narrowly held to the 10th position overall.

According to the results of the study, BMS improved its performance on every company image attribute, a contrast to 2009 when BMS experienced an across the board decline in performance on the 27 company image attributes. BMS' ratings on the important attribute 'Understands Practice Needs' increased sharply from 2009.

Results from MMR's 2010 Oncology Image Study show that Lilly's overall ranking with oncologists dropped to 6th place, from 5th place in 2009 and its sales performance ranking fell to a 7th place tie, from 4th a year earlier. In 2010, Lilly was named as 'Best Role Model' less frequently when compared to 2009.

Lilly achieved undesirable rankings on several important performance attributes such as 'Helpful, Accessible Reps' and 'Understands My Practice's Needs'. Nevertheless, almost twice as many respondents as last year identified Lilly as the company with the 'Highest Quality' sales representatives.

GlaxoSmithKline's (GSK) ranking with oncologists rose to 6th place, from 9th place in 2009. Among Key Opinion Leaders, GSK was considered to be the #1 company overall. Nevertheless, in 2010, GSK did not receive any mentions when oncologists were asked to identify the 'Best Role Model' in the industry. GSK also failed to receive any mentions for the company with the 'Best Sales Force'.

Overall, in comparison to competitors in the oncology segment, GSK showed weakness on several important attributes, including 'quick response to requests', 'credible sales presentations', 'professionalism', and 'commitment to oncology', among others.

Results from the 2010 study reveal that, relative to competitors, Pfizer is perceived as weak on several important attributes, including 'commitment to oncology', 'sensitivity to time constraints', and 'knowledgeable sales representatives'. Ranking 8th in overall corporate image, Pfizer has declined in comparison to their 2009 performance.

Oncology Companies Included in the 2010 Report

The 2010 Oncology Image Study includes analysis of 23 companies including; Abbott, Abraxis-Bioscience, Allos Therapeutics, Amgen, Astellas, AstraZeneca, Bayer, Biogen IDEC, BMS, Celgene, Centocor Ortho Biotech, Daiichi, Dendreon, Eisai, Eli Lilly/ImClone, GSK, Genentech, Merck/Schering Plough, Millennium/Takeda, Novartis, Pfizer, Sanofi-Aventis, and Wyeth.

Medical Marketing Research, Inc. has been conducting healthcare related qualitative, quantitative, and syndicated research since 1988. For more information, or to purchase the full report, contact Medical Marketing Research, Inc. at 919-788-1625 or visit us on the web at www.mmrx.com.

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