Most-recognized brands, Oncology and Hematology, November 2013

The most-recognized oncology and hematology brand in North America is Epogen. The brand was most recognized by 4.9 percent of physicians in a survey conducted by Brand Institute Inc. during second-quarter 2013. Epogen, comprising epoetin alfa, is marketed by Amgen (amgen.com). The product was first approved by FDA in 1989 for a variety of anemia and renal failure indications and received an additional approval in June 2004 for the treatment of anemia associated with cancer chemotherapy.

Gleevec is the second most-recognized oncology and hematology brand in North America. About 4.7 percent of physicians recognize this brand the most. Gleevec, comprising imatinib, is marketed by Novartis (novartis.com). The drug was first approved by FDA in May 2001 for the treatment of patients with Philadelphia–positive chronic myeloid leukemia in blast crisis, accelerated phase, or in chronic phase after failure of interferon-alpha therapy. Since then, Gleevec has added indications for the treatment of patients with KIT (CD117)–positive unresectable and/or metastatic malignant gastrointestinal stromal tumors, for myelodysplastic/myeloproliferative diseases (MDS/MPD) associated with PDGFR (platelet-derived growth factor receptor) gene rearrangements, and six other oncology indications.

The third most-recognized oncology and hematology brand in North America is Procrit. About 4.4 percent of physicians recognize this brand the most. Procrit, comprising epoetin alfa, is marketed by Janssen Biotech Inc. (janssenbiotech.com), a subsidiary of Johnson & Johnson (jnj.com). The product was first approved by FDA in December 1990 for a variety of anemia and renal failure indications and received an additional approval in June 2004 for the treatment of anemia associated with cancer chemotherapy.

The most-recognized oncology and hematology brand in Europe is Leukeran. The brand was most-recognized by 4.3 percent of surveyed physicians. Leukeran, comprising chlorambucil, is marketed by GlaxoSmithKline (gsk.com). The drug is indicated for the treatment of chronic lymphatic (lymphocytic) leukemia, malignant lymphomas including lymphosarcoma, giant follicular lymphoma, and Hodgkin’s disease.

Glivec and Avastin are the second most-recognized oncology and hematology brands in Europe. About 3.8 percent of physicians recognize these brands the most. Glivec is the European brand name for Gleevec. The drug was first approved by the European Commission (EC) in November 2001 for treating adult patients with Philadelphia chromosome positive chronic myeloid leukemia in chronic phase after failure of interferon-alpha therapy, or in accelerated phase or blast crisis, and has since gained other indications in leukemia, gastrointestinal cancer, gastrointestinal stromal tumors, and dermatofibrosarcoma protuberans. Avastin, comprising bevacizumab, is marketed by Genentech Inc. (gene.com), a subsidiary of Roche (roche.com). The drug was first approved by the EC in January 2005, and is indicated for metastatic breast cancer for use in combination with paclitaxel, and with capecitabine in patients for whom other chemotherapy options including taxanes or anthracyclines are not appropriate.

Brand Institute (brandinstitute.com) surveyed more than 2,000 physicians and hospital and retail pharmacists in North America and Europe to determine the most-recognizable brands in the category of oncology and hematology. Brandpoll is a marketing tool designed to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their brands.

Posted: December 2013


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