Skip to Content

Genentech tops MSImage study of oncologists, hemotologists

Genentech Ranks 1st Among Oncologists and Hematologists; Novartis Places 2nd in MSImage Study

Sanofi-Aventis, AstraZeneca, Amgen, Eli Lilly/ImClone, Celgene, GlaxoSmithKline, Pfizer and BMS round out the top 10 among oncologists,

Celgene, Amgen, GlaxoSmithKline, Takeda/Millennium, Sanofi-Aventis, BMS and Pfizer round out the top 10 among hematologists

(Livonia, Michigan) May 28, 2009 – Image leadership may be the best barometer of a company’s performance in an increasingly combative global oncology industry where companies battle for scientific, marketplace and customer hegemony. 

For the fourth consecutive year, Genentech was ranked first in overall image among both oncologists and hematologists in Market Strategies International’s MSImage: Oncology and Hematology Stakeholder syndicated study. Genentech holds a significant lead among oncologists over all other companies, having widened the gap between itself and competitors this year among hematologists,

The gap is narrower among hematologists as Genentech’s lead is comparatively smaller over Novartis and Celgene, the second and third-ranked companies. 

Market Strategies International has been conducting its annual syndicated Oncology and Hematology Stakeholder study for the past five years. It evaluates 21 oncology companies on over 30 sales force, corporate equity and R&D performance measures with 465 oncologists and 100 hematologists.

Market Strategies’ proprietary MSImage™ methodology determines image leadership across three dimensions: a company’s products and innovative approach to R&D; its delivery of information via sales reps and other core contacts; and its corporate commitment (including trust) to meeting the needs of its customers, their practices and their patients.  ”

“The key to Genentech’s dominance has been its ownership of the R&D dimension. Being recognized as the leader in science and innovation provides Genentech with the opportunities to communicate scientific learnings, provide supportive materials and deliver value-added programs designed to help customers,” said Peter Carlin, head of Market Strategies’ Healthcare practice.

Unlike the MSImage study conducted earlier this year among Key Opinion Leaders, the majority of key drivers identified by oncologists and hematologists in this study are focused on ensuring that information flows from the company to customers as opposed to a company’s science and innovation. This is true whether the information is filtered through a physician’s office, via patient materials, at medical meetings like ASCO or in a CME program. 

“Physicians identified several information-related attributes as critical drivers of image,” said Ellen Gordon, Ph.D., research director for all MSImage studies. “Given the increased barriers for sales reps, and the growing attitude that physicians want to hear more about new clinical information and emerging research trends, we may be witnessing the evolution of a new sales rep for the future.”

When coupled with the kinds of products and compounds now in company pipelines, the future sales rep will need to have both therapeutic and product expertise so as to provide value-added services to physicians, office staff, nurses and ultimately to patients, Gordon said. “Based on the physicians in our study, it appears that companies like Genentech and Novartis have started to make the future today,” she added.

One area that has grown in importance among oncologists, hematologists and especially practice managers and nurses in recent years has been the emergence of reimbursement specialists. These professionals help physician practices and patients obtain reimbursement and access to patient assistance programs.

While physicians continue to place the highest value on sales reps, this study suggests that reimbursement specialists are providing increasingly important services,” said Ruchika Kapur, MSImage study lead analyst. “To some extent, they are increasing in inverse proportion to the declining interactions with sales reps.”

Market Strategies’ MSImage studies are designed to help companies better understand their strengths and weaknesses among key stakeholders. The results provide guidance on how a company’s focus can be redirected toward those key performance measures that drive image and ultimately influence customer behavior.

For further information on this study, as well as the upcoming ASCO 2009 study of U.S. and European oncologists, and EU Oncology Image Study, please contact Peter Carlin at 908.739.4501 or

Market Strategies’ 2009 MSImage Oncology and Hematology Stakeholders Study was released to its subscribers in April, 2009. The questionnaire was fielded via the Internet among 465 physicians, 100 practice managers and 100 nurses in January and February. Respondents were recruited from an e-research panel.

Market Strategies International

Market Strategies International is a full-service market research and consulting firm with extensive experience in the communications, energy, financial services, healthcare, and technology sectors.  Market Strategies employs more than 310 senior consultants, researchers, statisticians, and project managers and specializes in the areas of customer satisfaction and loyalty, market opportunity assessment, market segmentation, message and communications testing, usability evaluation, and brand assessment and management. Founded in 1989, Market Strategies is the 17th largest research firm in the U.S. according to “Honomichl Top 50,” published in the June 2008 issue of Marketing News.  Visit for more information.



Posted: May 2009