Executive Summary:

When growth slows, pharma leadership faces high-stakes questions: should they reduce sales force investment—or is the market still responsive to high-quality promotions? Promotional sensitivity isn’t a mystery—it’s measurable. Leaders should test it—using past benchmarks, present quality-to-outcome linkage, and future exposure modeling—before touching budgets.

Here we articulate three different lenses to approach this question: Comparing Analogous Benchmarks (Past), Linking Quality to Outcomes (Present), and Quantifying the Cost of Silence (Future). Each lens stands alone; together, they form a robust decision framework for insight leaders. Sustain or sharpen sales investment when data shows sensitivity; reallocate confidently when signals indicate low sensitivity.

About ZoomRx
ZoomRx provides pharmaceutical brands with actionable commercial intelligence through advanced analytics, proprietary HCP access, and AI-powered optimization platforms. Learn more at www.zoomrx.com.

To explore how ZoomRx Promotional Effectiveness Tracking (PET) study can elevate your brand’s promotional performance, schedule a 30-minute meeting with our experts.

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ZoomRx has been working with 150+ pharmaceutical brands in optimizing their Message Performance through surveys & LLM powered Benchmarking exercises

Pharmaceutical brands operate in an increasingly complex communication landscape. Healthcare professionals (HCPs) are pressed for time, overloaded with information, and exposed to messages across dozens of channels. In this environment, even high-quality promotional content could struggle to influence prescribing decisions.

At the same time, brands face their own pressures: delayed insights, surface-level tweaks, and limited visibility into which messages truly drive impact. Many brand teams still rely on a dated approach which focuses exclusively on probing for just message recall. This narrow probe approach produces visibility metrics but not insights —and leaves brand teams guessing which messages are genuinely effective and what actions they can take on.

ZoomRx solves this challenge by adding a couple of more steps:

1. Plot: Message Recall × Effectiveness framework, a proven method grounded in real-world HCP data. This framework moves teams beyond KPI reporting toward clear, actionable decisions about which messages to prioritize, optimize, or retire.
2. Prompt: Message Labs, an optimizer that leverages ZoomRx’s extensive promotional database, to refine underperforming messages. Its three integrated layers ensure optimization is data-driven, clinically appropriate, and strategically sound

Step #1: ZoomRx’s Message Recall × Effectiveness Framework

ZoomRx’s framework evaluates messages across two dimensions and plots them to understand where things can be made better.

• Message Recall — the HCPs recalling a message being discussed
• Message Effectiveness — the ratings for believability, differentiation, and motivation

Plotting messages on a 2×2 grid creates four actionable zones:

• High Recall / High Effectiveness — prioritize and continue emphasizing
• High Recall / Low Effectiveness — optimize or retire
• Low Recall / High Effectiveness — increase delivery to uncover “hidden gems”
• Low Recall / Low Effectiveness — deprioritize

The framework also incorporates industry benchmarks, providing context against competitive norms.

Step #2: Message Labs: Uniquely Leverages Benchmarks to Optimize Messages

Message labs helps to perfect any message that are perceived weak by HCPs but is crucial for a brand’s success. We use:

1. Real-World Benchmark Layer
   a. 15,000+ messages rated by HCPs
   b. 20M+ HCP interaction data points
   c. 130+ behavioral science heuristics applied
   d. Multi-tagged by therapeutic area, product type, and message theme
2. LLM Layer
   a. Semantic and tone analysis of messages
   b. Predictive scoring of effectiveness, believability, differentiation, and motivation
   c. Identification of high-performing structures and message elements
3. Human-in-the-Loop Layer
   a. Experts select messages for optimization
   b. Apply therapeutic context and strategic judgment
   c. Review and refine AI-generated recommendations

Case Study

A leading immunology brand used BrandImpact to track their promotional & message performance. The output?  

A simple recall chart showing which messages were delivered more often in Q4. While it confirmed rep behavior, it offered no guidance on whether this focus was effective.

Using ZoomRx, the same data plotted on the 2×2 framework revealed actionable insights:

• M4, M2, M5: high recall, high effectiveness; continue prioritization.
• M6: moderate-to-high effectiveness, below-average recall; a “hidden gem” needing increased emphasis.
• M3: moderate-to-high recall, low effectiveness; overemphasized by reps but failing to motivate prescribing.

This analysis transformed observational data into a clear roadmap: continue high-performing messages, amplify underutilized but effective messages, and optimize underperforming ones before further promotion.

The case study revealed Message M3’s challenge: strong recall but low effectiveness. BrandImpact stops at this diagnosis, offering no guidance for improvement. ZoomRx’s Message Labs provides the treatment.

How Message Labs Optimizes Messages

Brands can validate optimized messages through agile research as needed. This approach eliminates guesswork, reduces risk, and confirms which message sets work best before full deployment.

The Complete Picture: Additional Metrics for Comprehensive Insight

ZoomRx goes beyond recall and effectiveness, tracking complementary metrics:

• Recall & Stickiness: How well HCPs retain messages across time
• Effectiveness metrics: How HCPs engage with and process content
• Outcome Metrics: Influence on treatment decisions and product perception
• Association Metrics: Whether messages are correctly associated with the brand

Together, these metrics provide a full view of message performance, enabling evidence-based optimization.

Conclusion

In today’s crowded HCP communication environment, measuring recall alone is no longer enough. Recall shows what HCPs remember—but it doesn’t reveal whether messages influence prescribing behavior or drive brand success.

ZoomRx’s Plot → Prompt framework changes the game. By combining Message Recall × Effectiveness with real-world benchmarks and Message Labs optimization, brands gain a clear roadmap to action:

• Prioritize high-impact messages that drive real-world outcomes
• Amplify underutilized “hidden gems” with high effectiveness but low recall
• Refine underperforming messages before full deployment using evidence-based optimization

This integrated approach transforms observational data into strategic intelligence. Brands that leverage ZoomRx’s framework don’t just deliver messages—they optimize for impact, making promotional communications a true competitive advantage.

About ZoomRx
ZoomRx provides pharmaceutical brands with actionable commercial intelligence through advanced analytics, proprietary HCP access, and AI-powered optimization platforms. Learn more at www.zoomrx.com.

Connect with Chitra, Associate Product Manager – Promotional Trackers, to explore how ZoomRx Promotional Effectiveness Tracking (PET) study can elevate your brand’s message performance — Schedule a meeting

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Medical Science Liaisons (MSLs) serve as trusted scientific experts who engage health care professionals and key opinion leaders with evidence-based clinical information. They shape how therapies—both emerging and established—are understood and adopted in clinical practice. By bridging gaps in scientific knowledge, MSLs serve as a critical link between R&D investment and informed clinical decision-making.

Over the last decade, MSLs have been one of pharma's fastest-growing investments. MSL teams have grown 300% over the last decade, with 57% of Medical Affairs leaders planning further expansion. Yet despite this massive investment and strategic importance, most organizations struggle to answer a fundamental question: Are the MSLs actually driving impact?

The stakes are clear. Without systematic measurement, brands can't plan MSL deployment, optimize resource planning, or drive competitive advantage. More importantly, they miss opportunities to understand what's working and replicate success across the team.

The Current Measurement Gap

Here's the uncomfortable truth: only 3% of organizations believe their current MSL measurement systems are "very effective." Most continue tracking activity-based metrics—number of interactions, KOL meetings—rather than measuring actual impact on HCP knowledge and perception about the product or asset.

Activity metrics tell you what MSLs are doing. They don't tell you if it's working.

The challenge isn't that impact can't be measured—it's that most organizations rely solely on internal data that tracks MSL activities but can't capture what's happening in HCPs' minds. Did the interaction change clinical understanding? Did it build credibility versus competitors? Did it address a genuine knowledge gap?

These questions require a different approach.

How Primary Market Research Fills the Gap

Primary market research goes directly to the source—asking the KOLs and HCPs who interact with your MSLs what they actually experienced, understood, and valued.

What Gets Measured

• Impact on Clinical Understanding Changes in scientific knowledge, awareness, and perception following MSL interactions—the core measure of whether scientific engagement is actually influencing HCP thinking.
• MSL Performance & Credibility Interaction quality ratings, trust levels, scientific expertise perception, and direct comparison to competitor MSLs—revealing how HCPs experience and value those interactions.
• Scientific Narrative Effectiveness Which scientific narratives resonate, drive recall, and influence clinical understanding—identifying the specific scientific content that moves HCP knowledge versus content that falls flat.
• Engagement Optimization Preferred interaction formats, frequency, content types, and unmet information needs—enabling Medical Affairs to align strategy with what HCPs actually want.
• Competitive Context How your MSL program compares to competitors in reach, quality, and perceived value—providing benchmarking data for strategic positioning.

Research Approach
The methodology combines quantitative tracking for statistical rigor, qualitative deep dives to understand the "why," and targeted segmentation by specialty, practice setting, or any relevant audience.

Real Results: A ZoomRx Case Study

Defining and Driving High-Impact MSL Interactions

The Challenge
A specialty-care Medical Affairs team needed to move beyond activity counts and understand what actually drives MSL effectiveness. They wanted to identify which behaviors, scientific narratives, and engagement approaches create meaningful impact on HCP knowledge and perception.

The ZoomRx Approach
We developed a high-impact interaction framework that defined success through three measurable outcomes:

1. High overall satisfaction with the MSL interaction
2. Meaningful improvement in product perception
3. Significant lift in product knowledge

Using primary market research with HCPs who had recent MSL interactions, we measured engagement characteristics, scientific content discussed, and post-interaction outcomes. This allowed us to compare high-impact interactions against all other MSL engagements and identify the differentiating factors.

Key Insights
The research revealed clear patterns separating high-impact interactions from standard engagements:

• Interaction Characteristics Matter: High-impact interactions were longer in duration and more frequently conducted in one-on-one formats compared to standard engagements—demonstrating that focused, extended conversations drive better outcomes.
• Content Choices Drive Results: Certain scientific narratives consistently drove stronger recall and impact. These weren't necessarily the most frequently discussed topics, revealing a gap between current practice and optimal strategy.
• Supporting Materials Make a Difference: Visual aids, demonstrating supporting clinical materials, and fulfilling unmet scientific needs significantly increased the likelihood of achieving high-impact outcomes—yet many of these approaches were underutilized.

Actionable Recommendations
The Medical Affairs team received a data-driven playbook specifying:

• Which scientific narratives to prioritize for maximum impact
• Optimal interaction formats (one-on-one, extended duration)
• Use of visual aids and supporting materials to strengthen engagement
• Strategies to identify and address HCP unmet information needs

The Bottom Line
This approach identified replicable success factors and quantified MSL value using HCP-reported outcomes. The manufacturer now makes evidence-based decisions about MSL training, content strategy, and field deployment—optimized for actual impact, not just activity volume.

What This Means for Your Organization
Systematic MSL effectiveness measurement transforms how Medical Affairs operates:

1. Deploy Strategically: Data reveals where MSLs create the greatest impact—enabling smarter territory design and resource allocation.
2. Train Effectively: Identify the specific behaviors and scientific narratives that drive high-impact interactions, then build training around proven best practices.
3. Optimize Content: Real-time HCP feedback clarifies which topics and materials deliver the most value, allowing continuous refinement of scientific strategy.
4. Demonstrate Value: Quantified impact strengthens leadership confidence and supports investment decisions with hard data, not just activity counts.

Ready to Measure What Matters?
ZoomRx helps pharmaceutical and biotech companies move beyond activity counts to measure actual MSL impact:

• 57,000+ Verified HCP Panel: Direct access to oncologists, cardiologists, urologists, and specialists your MSLs engage—enabling rapid, targeted recruitment.
• Customized for Your Brand: Study design, metric selection, and insights tailored to your therapeutic area and strategic priorities.
• AI-Powered Analytics: Advanced technology connects data collection to actionable insights—from pattern recognition to strategic recommendations.
• Promotional Effectiveness Expertise: The same statistical rigor used in rep-HCP measurement, adapted for non-promotional MSL interactions where outcomes differ fundamentally.

Contact us to learn how primary market research can prove and multiply your MSL investment.

If you’d like personalized guidance, connect with Chitra, our Associate Product Manager – Promotional Trackers. She can walk you through how ZoomRx Promotional Effectiveness Tracking (PET) study can elevate your brand’s message performance — Schedule a meeting

References

1. Dyer, S., Heubel, C., & Keener, J. (2024). Challenges of Key Performance Indicators and Metrics for Measuring Medical Science Liaison Performance: Insights from a Global Survey. Pharmacy, 13(51). https://pmc.ncbi.nlm.nih.gov/articles/PMC12030051/
2. Medical Affairs Specialist. What is a Medical Science Liaison (MSL). https://medicalaffairsspecialist.org/what-is-an-msl
3. MSL Society. (2024). Medical Science Liaison Activity Guidelines, Version 2.0. https://themsls.org/msl-guidelines/

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For decades, the standard of care in Systemic Lupus Erythematosus (SLE) has involved a difficult trade-off between managing the complex disease and mitigating the significant burden of treatment. Current therapies leave physicians and patients navigating a challenging path marked by limitations and persistent unmet needs.

This landscape presents a clear opportunity for innovation. To truly understand the future of SLE treatment, we engaged directly with the source, collecting candid insights from 40+ healthcare professionals (HCPs) on both sides of the Atlantic.

Their voices revealed a consensus on the fundamental shift required.

Our full report synthesizes the experiences of these HCPs into a strategic roadmap centered on five critical themes - the key unmet needs in SLE treatment that define the new benchmark for success:

Download the full report for the detailed analysis and unfiltered physician commentary that will help redefine the standard of care in SLE.

For more information, contact: varsha.sundaram@zoomrx.com

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The 67th American Society of Hematology (ASH) Annual Meeting is happening in Orlando, Florida from December 6-9, 2025. Over 7,400 world-class oral presentations, poster sessions, educational programs, and scientific workshops will take place in the span of four days, in a hybrid in-person/virtual format.

ASH has released the abstracts as of November 2025, and Ferma Congress has analyzed all 6,425 abstracts, alongside social media buzz and clinical trial registries, to identify the most relevant and highly anticipated sessions among hematologists and oncologists. The priority sessions span five major therapeutic areas:

• Acute Myeloid Leukemia (AML) - 859 Presentations
• Multiple Myeloma (MM) - 651 Presentations
• Sickle Cell Disease (SCD) - 354 Presentations
• Lymphomas (DLBCL, CLL, Follicular) - 591 Presentations
• Myelodysplastic Syndromes (MDS) - 233 Presentations

1. Acute Myeloid Leukemia (AML): The Reign of Venetoclax Continues

With 859 presentations, AML remains a major focus. Venetoclax features prominently, with 230 presentationshighlighting its expanding role as the backbone of AML therapy, with extensive data across newly diagnosed, relapsed/refractory, and maintenance settings.

What to Watch: Keep an eye on emerging combination strategies that are pushing the boundaries of treatment, including novel pairings with Menin inhibitors and FLT3 inhibitors.

Key Trial Updates to Watch:

• NCT04703686 - 9 presentations (most-cited AML trial at ASH 2025)
• NCT02736357 - 7 presentations with pivotal readouts

Emerging Combination Strategies:

• FLT3 inhibitors + venetoclax in FLT3-mutated AML (novel data on gilteritinib, quizartinib combinations)
• IDH inhibitors + venetoclax in IDH1/2-mutated disease (enasidenib, ivosidenib combinations)
• Menin inhibitors + venetoclax (breakthrough data in NPM1-mutated AML)
• Novel triplet regimens for relapsed/refractory patients
• Allogeneic stem cell transplantation optimization (82 presentations on HSCT strategies)

Key Takeaway: Venetoclax-based combinations are emerging as promising candidates for establishing new standards of care in AML. The sheer volume of data at ASH 2025 confirms their central role in the AML treatment landscape.

2. Multiple Myeloma (MM): CAR T-Cell Therapy and the Challenge of Access

The Multiple Myeloma space, with 651 presentations, is being redefined by cellular therapies. CAR T-cell therapy is a dominant topic (106 presentations), with a strong focus on real-world evidence and its strategic use in earlier lines of treatment. However, this progress is shadowed by a growing concern: geographic disparities in patient access to these transformative treatments.

• Pivotal Trials: Don't miss the latest data from the DREAMM-7 and DREAMM-8 trials, which explore the efficacy of Belantamab mafodotin in powerful new combinations.
• Emerging Players: Bispecific antibodies and other key agents are also making waves, promising new avenues for patients.

Key Takeaway: The evolution of MM treatment is rapid. While CAR-T therapies are moving up in treatment algorithms, ensuring equitable access for all patients is becoming a critical challenge for the entire community.

3. Sickle Cell Disease (SCD) & Hemoglobinopathies: A Curative Era Begins

This year marks a pivotal moment for Sickle Cell Disease research, with 354 presentations. The field is shifting dramatically from supportive care to potentially curative therapies, led by groundbreaking advances in gene therapy.

• Groundbreaking Data: A must-see abstract (25-13543) from the Children's Hospital of Philadelphia and the University of Pennsylvania will present a comparative analysis of biomarkers across different beta-thalassemia treatments. This study compares gene-modified HSCT, allogeneic HSCT, and other treatments, offering a clear look at their effects on the underlying biology of the disease.

Key Takeaway: Gene-modified therapies are achieving results nearly identical to allogeneic HSCT, establishing them as a true curative option. While this ushers in an era of hope, significant healthcare disparities remain a barrier to equitable access.

4. Lymphomas (DLBCL, CLL, & Follicular): The Shift to Chemotherapy-Free Regimens

Across all major lymphomas (591 total presentations), a clear trend is emerging: the move away from traditional chemotherapy.

• Diffuse Large B-Cell Lymphoma (DLBCL): Innovation is being driven by bispecific antibodies, which are showing promise in various patient populations.
• Chronic Lymphocytic Leukemia (CLL): The focus is on next-generation BTK inhibitors and the strategic use of Minimal Residual Disease (MRD) to guide therapy.
• Follicular Lymphoma (FL): The push towards effective, chemotherapy-free approaches continues to gain momentum.

Key Takeaway: Targeted therapies are rapidly transforming lymphoma treatment. Bispecific antibodies and advanced BTK inhibitors are at the forefront of this paradigm shift, offering new hope for patients.

5. Myelodysplastic Syndromes (MDS): Precision Medicine Takes Center Stage

With 233 presentations, the MDS field is moving decisively beyond hypomethylating agents (HMAs). The future lies in novel combination strategies and a deeper understanding of molecular profiling to tailor treatments.

Key Takeaway: The era of one-size-fits-all treatment for MDS is ending. The focus is now on precision medicine, using molecular data to guide the selection of novel agents that can expand options for patients.

Additional Hot Topics to Watch

• Venous Thromboembolism (VTE): A major meta-analysis (Abstract 25-10028) of five randomized controlled trials is set to provide a definitive answer on the safety and efficacy of reduced-dose DOACs for extended VTE treatment. Early results suggest these lower doses significantly reduce bleeding risk without compromising effectiveness.
• Systemic Amyloidosis: A fascinating longitudinal study (Abstract 25-13559) analyzing two decades of real-world data (2005-2025) reveals dramatic improvements in mortality, especially for advanced-stage patients. The data highlights how earlier diagnosis and the increased use of therapies like daratumumab have transformed patient outcomes.

Navigating the Data Overload at ASH 2025

With thousands of sessions packed into just four days, keeping up with critical intelligence is a monumental task. To truly harness the power of this event and transform the flood of information into a competitive advantage, a new approach is needed.

The rapid analysis of abstracts you've just read-synthesizing key trends, emerging therapies, and competitive insights-is exactly the kind of intelligence that Ferma Congress makes possible. These insights are just the tip of the iceberg.

At Ferma Congress, we specialize in providing comprehensive, AI-powered coverage of major medical conferences like ASH. Our platform offers real-time analysis, ensuring you never miss the data that matters most all while delivering insights faster and at a fraction of the cost of traditional methods.

To learn more about how to enhance your conference coverage, book a 30-minute consultation with us today.

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Eli Lilly’s GLP-1 Push and Specialty Drugs Reshape the Pharma Digital Ad Battleground

Digital advertising continues to play a defining role in shaping pharmaceutical brand visibility - and in Q3 2025, a few powerhouse manufacturers dominated the digital landscape. ZoomRx’s latest analysis reveals that banner ad impressions are increasingly concentrated among a handful of top players, with Eli Lilly, J&J, Pfizer, and AstraZeneca leading the charge.

This quarter’s data paints a clear picture: pharma’s digital investments are becoming more focused, more strategic, and more concentrated around high-value therapeutic categories.

In a Nutshell

• The top 10 manufacturers captured 44% of all pharmaceutical banner ad exposures in Q3, led by Eli Lilly, Pfizer, J&J, and AstraZeneca.
• Eli Lilly’s GLP-1 portfolio — Zepbound and Mounjaro — drove nearly half of the company’s digital investment, solidifying its position as a metabolic powerhouse.
• Competitors are following suit, with specialty drugs in immunology and oncology (Tremfya, Skyrizi, Truqap, Enhertu) commanding much of their spend.
• Smaller manufacturers face an increasingly fragmented and competitive digital environment, where visibility requires outsized investment.

Pharma Banner Ads in Q3 2025: A Concentrated Battleground

Pharmaceutical banner advertisements have become a standard feature of the digital healthcare experience. In Q3 2025, ZoomRx tracked over 91,000 real-time HCP exposures to banner ads — and the findings reveal a striking concentration of advertising activity.

The top 10 manufacturers accounted for nearly half of all banner ad impressions, signaling a deliberate pivot toward concentrated digital dominance. Rather than dispersing investment across a broad range of brands, leading companies are building digital fortresses around flagship therapies and franchise-defining categories.

The strategic intent is clear: secure category leadership in high-value therapeutic areas.

Major Pharma Companies Capture Most Digital Advertising Exposures

Banner ads remain a critical battleground for attracting HCP attention — and the latest pharmaceutical ad exposure insights reveal a clear hierarchy among manufacturers.

The top five companies together accounted for nearly one in every three exposures, with Eli Lilly alone commanding 12.2% of all banner ad impressions — roughly equal to the combined share of GSK, Novartis, Gilead, Merck, and Amgen.

Smaller manufacturers, by contrast, face a fragmented digital landscape. Their exposures are widely dispersed, making it increasingly challenging to compete for visibility without significant media investment.

This concentration underscores how the biggest players are leveraging targeted digital campaigns to dominate share of voice and brand recall among healthcare professionals.

High-Value Specialty Drugs Drive Digital Advertising Strategy

Pharma’s digital marketing trends are now being shaped around therapeutic depth rather than portfolio breadth. Top manufacturers are consolidating their investments in core therapeutic areas: Eli Lilly in metabolic, J&J and AbbVie in immunology, and AstraZeneca in oncology.

Here’s how these leaders are defining their digital strategies:

• Eli Lilly: Zepbound captured 29% of the company’s banner ad impressions and Mounjaro 15%. Together, they accounted for nearly half of Lilly’s total impressions — reinforcing its leadership in metabolic disease.
• Johnson & Johnson / AbbVie: Both companies doubled down on immunology. J&J centered its spend on Tremfya, while AbbVie split its post-Humira strategy between Skyrizi (26%) and Rinvoq (14%).
• AstraZeneca: Oncology precision medicines like Truqap (19%) and Enhertu (19%) dominated AstraZeneca’s digital focus.

In Conclusion

Pharma’s digital advertising in Q3 2025 was defined by concentration and category leadership. Leading manufacturers are channeling their banner ad budgets toward breakthrough and specialty therapies, reinforcing their therapeutic dominance and long-term brand positioning.

Eli Lilly’s GLP-1 franchise exemplifies this evolution — demonstrating how sustained digital focus can cement leadership in an emerging therapeutic space. Competitors like J&J, AbbVie, Pfizer, and AstraZeneca are following similar paths in immunology and oncology, respectively.

The outcome: a fragmented yet fiercely competitive digital ecosystem, where visibility increasingly belongs to those who invest deeply in their chosen therapeutic categories.

The takeaway: pharma’s digital future lies in precision marketing - targeted campaigns anchored around category leadership, brand differentiation, and long-term therapeutic bets.

Data Source:
This analysis by ZoomRx examined pharmaceutical banner advertising data from July 1 to September 30, 2025, tracking real-time digital ad exposures among 540 HCPs across multiple specialties. All data were sourced from the ZoomRx Digital Tracker.

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Sometimes, the most powerful stories aren’t loud. They’re quiet. A few dollars redirected. A few moments of empathy. A small choice that changes a life.

At ZoomRx, we’ve always believed that research should do more than inform decisions—it should serve people. For over 12 years, it has been our honor to stand alongside Watsi, whose mission is as simple as it is profound: connect people around the world to life-changing healthcare.

Through this partnership, thousands of healthcare professionals (HCPs) who participate in ZoomRx surveys have quietly chosen to turn part of their honoraria into something extraordinary: life-saving surgeries, treatment, and dignity restored for real patients.

A grandmother in Cambodia.
A newborn in Kenya.
A young man along the Thai-Burma border who no longer feels ashamed of his condition.

"Every time I see a new donation come in from ZoomRx, I'm floored."
— Mackinnon Engen, Executive Director, Watsi

We are humbled that our community plays a small role in these stories of restoration. For us, Watsi isn’t a “partner organization.” They are the heroes—and we are simply fortunate to walk beside them.

A ripple effect of generosity

Every time a ZoomRx panelist chooses to give, 100% of their donation goes directly to patients’ care. No overhead. No middlemen. Just direct impact.

That impact has been astonishing—because of them:

• 376 patients have received funded treatment
• Across 31 countries
• Supported through $343,903 in donations
• From more than 2,276 healthcare professionals—many of whom give time and time again

One HCP has donated nearly 1,700 times, quietly contributing almost $7,000.
Thirty panelists have each given over $1,000.

Numbers are one thing. But what those numbers mean for real patients is harder to capture in words.

Tway’s story: from survival to belonging

Tway, a 20-year-old from Burma, was born with severe birth conditions that left him with a colostomy for most of his life. Orphaned at a young age, he carried his condition with quiet shame, often avoiding friends or community out of fear and isolation.

In June 2024, everything changed. With direct support from ZoomRx’s HCPs, Tway received the surgery he had been waiting for—a successful colostomy reversal. When Watsi’s Executive Director visited him shortly after, she saw not just a young man who was healed, but one who was standing tall with new confidence.

“I can’t believe people I’ve never met would help me,” Tway said, smiling through tears.
“Before, I felt different from others. Now, after my treatment, I feel like I am like other people. I have more friends and feel confident about making new ones.”

For Tway, access to care didn’t just restore health. It restored dignity. It restored possibility. It restored a future.

We are proud that members of our research community helped make this story possible.

The quiet power of community

What stands out most to us is not statistics, but the generosity of spirit in our HCP community. Many panelists have shared that this program reshaped how they think about research—it became not only a way to guide medical decision-making, but also a direct path to touch another human life.

"Over the years there have been several companies that collect Rx/medical data in aggregate like ZoomRx. But none offered the ability to help a specific person with the honoraria earned. I’ve always loved this about ZoomRx… Such a unique program. I’m so happy to have been a part of it for several years."
— Anonymous ZoomRx Panelist

“I see it as an obligation as a physician to help people in any way possible, so making a small donation for someone in need is the least I can do to fulfill this obligation.”
— W. Parker, ZoomRx Panelist

For us at ZoomRx, these words remind us that our role is not to lead but to enable. Watsi’s model—and our HCPs’ generosity—do the real work.

Looking ahead together

ZoomRx was built with giving back woven directly into its business model. But Watsi has shown us what that really means: research can change not just how medicine is practiced, but how compassion is lived.

“Partnering with Watsi has been one of my most rewarding experiences over the past 12 years… These figures underscore not only remarkable generosity but genuine belief in Watsi's transparent, patient-first approach. We’re deeply grateful to stand alongside an organization that brings healthcare to those who would otherwise go without.”
— Aravind Vijaya Sarathy Nagarajan, Director, Community, ZoomRx

To the physicians, nurses, and researchers who have clicked “donate” after a survey—we hope you know that your kindness echoes across continents. And to Watsi—we are deeply grateful for the chance to stand beside you, learning every day what true transparency and humanity in healthcare look like.

If you’re a healthcare professional, your next ZoomRx survey isn’t just data. It could mean surgery for a newborn who needs it. Relief for a mother. Hope for someone in need.

See the impact you’re part of

About Watsi

Watsi is a nonprofit that enables anyone to fund life-changing healthcare for people around the world. 100% of donations go to patient care. Learn more.

About ZoomRx

ZoomRx is a healthcare research and analytics company that enables life science teams to make better, faster, patient-centered decisions. Visit site

This piece was co-written by  Sonam  from Watsi and  Vanathi Siddharthan  from ZoomRx.

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An analysis of how cancer drugmakers interact with oncologists found, perhaps unsurprisingly, that those interactions are dominated by therapies boasting a broad reach and targeting the most common cancers.

The new ZoomRx report analyzed more than 71,000 interactions with pharma sales reps reported by around 700 oncology healthcare professionals (HCPs) between July 2024 and June of this year.

The promotions spanned more than 40 indications, and 49% of them focused on just five types of cancer: breast cancer, non-small cell lung cancer (NSCLC), multiple myeloma, chronic lymphoid leukemia and prostate cancer, in that order.

The top two types were especially prevalent. Not only do both rank among the most common cancer diagnoses, but they also, as the report notes, saw significant advancements in treatment options throughout the analyzed period. AstraZeneca’s Enhertu and Datroway earned new approvals in breast cancer, while in NSCLC, AZ touted new survival data for Tagrisso and an approval for Imfinzi, and Johnson & Johnson reported Tagrisso-beating survival data for its Rybrevant-Lazcluze combo.

Several of those brands were among the most common subjects of the analyzed interactions, including Enhertu at No. 2, Imfinzi at No. 3 and Tagrisso in fifth place. Merck’s Keytruda took first, and AZ and Merck’s Lynparza rounded out the top five at No. 4.

The top 10 brands made up 35% of promotions—out of more than 170 drugs included in the report—and all of the list’s leaders span multiple indications. ZoomRx tracked 17 indications for Keytruda, for example, and 11 for Enhertu. Also reaching double digits was Bristol Myers Squibb’s Opdivo, which took sixth place on the list and had 10 indications tracked in the report.

With its domination of the indication- and brand-specific analyses, it should come as no surprise that AstraZeneca led the pack in oncology HCP-sales rep interactions, with a 14% share. The British Big Pharma was followed by Roche’s Genentech—maker of No. 7 brand Tecentriq—then Merck, BMS and J&J in the top five.

All together, the top 10 companies, out of a pool of more than 60, were responsible for about two-thirds of all oncology promotions, suggesting that influence among HCPs is heavily concentrated among just a handful of cancer drugmakers.

The report comes not long after another analysis from ZoomRx homed in on how oncologists perceive various makers of cancer therapeutics. That ranking looks very similar to the promotions-based lineup: It was led by AstraZeneca, with Merck, BMS, Pfizer and Roche close behind.

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Navigating the Nuances of SalesForce Effectiveness: A Deeper Dive Beyond the Composite Scores

Pharmaceutical sales rep conversations are dynamic. Accurately evaluating and optimizing the sales force effectiveness (SFE) / promotional effectiveness (PET) is paramount for a brand’s success. Brand teams and Insights professionals constantly seek innovative methodologies to understand what drives prescriber behavior and ultimately, brand success.

Recently, IQVIA introduced the BrandImpact™ score, a data-driven composite metric designed to distill the Sales Force Effectiveness research into a simple and single number. The analogous FICO score that is referenced is predictive of future credit risk with high degree of accuracy, and is therefore used to inform tens of millions credit decisions. While the allure of such a concise and seemingly comprehensive metric is undeniable, a deeper examination of its underpinnings and likely diagnostic and predictive value is crucial for pharmaceutical insights professionals.

Everything should be made as simple as possible, but not simpler - Einstein

The promise of a single, normalized score (0-100) that quantifies sales rep impact is indeed attractive – who does not get it? A 70 is better than a 60, and 100 is the north star.  It suggests a simplification of complex market dynamics, offering a clear score for evaluating quality, opportunity, risk and a path for improving sales rep effectiveness.

However, history has shown that reliance on simplistic measures can lead to misdirected strategies and ultimately, unrealized potential of the brand. The pharmaceutical industry has a rich history of evolving approaches to evaluate detail effectiveness, each with its own strengths and inherent limitations. Understanding these nuances is key to discerning truly actionable insights from potentially misleading simplicity.

Broadly, methodologies for evaluating Sales Force impact on HCPs can be categorized into three approaches:

1. Single Composite Detail Scores (CDS): Typically, a weighted average of various detail components, aiming to provide an overarching measure of effectiveness. While easy to grasp, the diagnostic and predictive power of such single scores for Sales Reps have frequently been called into question.
2. Univariate Component Search (UCS): This approach focuses on single-component statistical analysis, allowing for a deeper examination of individual factors' independent impact. This approach offers greater granularity, and helps understand each factor on its own.
3. Response Models (RM): Multivariate models aim to establish a direct relationship between promotional activities and market outcomes, such as prescribing behavior. Controlling for a wide range of factors outside of promotion.  This approach offers the most nuanced understanding of causal relationships and are generally considered the most powerful for deriving prescriptive insights.

For many years, leading pharmaceutical insights organizations, have predominantly used methods that fall into the second category, focusing on detailed analytical techniques. The emergence of a new composite score, while presented as a significant advancement, warrants careful scrutiny, particularly when compared to established, more granular analytical frameworks.

The Allure and the Pitfalls of Simplicity: A Historical Perspective

The appeal single composite detail scores (CDSs) like the BrandImpact score lies in its inherent simplicity and the promise of straightforward answers. Who wouldn't want a single number to encapsulate the complex interplay of Sales Rep-HCP interactions and their impact on HCP perceptions, intent and ultimately prescribing? The underlying logic, often built on weights derived from perceived impact on prescribing, sounds impressive; however, as the industry has learned, the diagnostic and predictive power of such scores is questionable.  Are brand team efforts that drive a CDS score from say a 60 in quarter to 70 in the next for a HCP segment or territory time likely to result in higher observable target HCPs perceptions, intent and behaviors in the relevant future?

We have witnessed firsthand how similar composite scoring methodologies have achieved notable market traction for a period, only to falter when their predictive capabilities failed to materialize. A notable example is the rise and eventual stagnation of certain CDS approaches in the past, which, despite their initial market success, ultimately proved insufficient for forecasting future sales. This cyclical pattern underscores a fundamental truth: simplicity, without a proven track record of predictive accuracy, can be a dangerous distraction.

Questions to Ask: Unlocking True Promotional Impact

When presented with a metric like BrandImpact™ score, or any similar composite score, it is imperative for pharmaceutical insights team to move beyond the surface-level appeal and engage in critical questioning. The most vital question you can pose is this:

“Has this score been generated retrospectively for my brand or analogue brands, and if so how is it associated with subsequent HCP behaviors?”

The critical test lies in its ability to demonstrate that it is indeed worth paying attention to – that it reliably predicts future prescription trends.

Here are key questions to consider and discuss with your analytics partners:

• Predictive Validity: Can you demonstrate, using historical data for my brand, that the BrandImpact™ score accurately predicted subsequent changes in market share or prescription volume? What is the time lag between score generation and observed impact?
• Granularity of Insights: While a single score provides an overview, what specific drivers of promotional effectiveness does it highlight? Can it pinpoint actionable recommendations for optimizing different facets of our promotional mix?
• Underlying Methodology: What is the statistical rigor behind the weighting and aggregation of the components that form the BrandImpact™ score? It is specific to therapeutic class, specialty…etc, and how has the impact on prescribing been validated?
• Data Inputs and Limitations: What specific data sources are utilized in the calculation of the BrandImpact™ score, and what are the inherent limitations of these data in capturing the full spectrum of prescriber decision-making?

Conclusion: Embracing a Data-Driven Future with Discernment

The pursuit of enhanced promotional effectiveness is an ongoing journey, one that demands robust analytics and a commitment to understanding the intricate factors that influence relevant physician behaviors. While simplified metrics can offer an initial glimpse, true progress lies in embracing methodologies that offer both diagnostic depth and predictive accuracy.

By asking the right questions and critically evaluating the evidence, pharmaceutical insights professionals can ensure they are making decisions based on a comprehensive understanding of what truly drives brand success, rather than being swayed by the seductive simplicity of a single, unproven number. The goal is not just to measure, but to understand, predict, and ultimately, to ensure your brand’s success in the marketplace.

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Plaque Psoriasis (PsO) is one of the most competitive immunoinflammatory markets, with treatments across biologic, topical, and oral systemic categories vying for HCP attention. Our analysis of real-world browsing behavior from 179 HCPs across 13 treatments in H1 2025 revealed several unexpected insights:

• Brand websites are the top destination for PsO-related information, capturing more than half of HCPs’ total treatment-related browsing time.
• Biologics attract the most overall attention, yet no single brand dominates—despite strong digital marketing efforts from Bimzelx, Cosentyx, Skyrizi, and Tremfya.
• Zoryve emerges as the leader in the pack, drawing the most HCP attention of any treatment across categories and maintains a robust digital presence across banner ads, paid search, and email campaigns.
• Otezla leads the Oral Systemic segment, consistently outpacing Sotyktu in both banner and search exposure.

These findings suggest that while PsO digital marketing competition is intense, targeted strategies and clear messaging—especially across brand websites—can help therapies capture HCP’s attention.

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A Case Study in Unveiling the Evolving Treatment Paradigms in DLBCL

The Survey Fatigue Crisis

Healthcare professionals are busy. Monotonous surveys don’t help in getting deeper insights. At ZoomRx, we take HCP survey experience very seriously as it directly impacts the data quality and insights. We observed the survey burden is high with patient chart audits, given the complexity and manual data entry it demands of HCPs. This compromises the quality and richness of the real-world insights that pharmaceutical companies rely on to inform their strategies.

What if there was a better way? What if we could capture the authentic voice of healthcare providers without adding to their burden?

The Innovation: Conversational AI Surveys

Enter the voice-first revolution. Our conversational survey approach, Patient Scribe, designed to collect patient charts, reimagines how HCPs share their clinical expertise, replacing tedious click-through questionnaires with natural, spoken dialogue. Instead of navigating multiple screens and manually inputting data, HCPs can now simply speak about patient cases, treatment decisions, and underlying rationales, as if conversing with a trusted colleague. Our advanced AI seamlessly captures, transcribes, and structures this rich, authentic dialogue.

The innovation centers on four transformative advantages:

• Voice-First Approach: Patient Scribe leverages natural language processing to understand nuanced HCP perspectives that traditional multiple-choice formats simply cannot capture. Instead of forcing complex clinical experiences into rigid dropdown menus, HCPs now articulate the subtle reasoning in their own words.
• Deep Insights: AI probes deeper with intelligent follow-up questions, understanding the "why" behind every response and uncovering contextual factors that standard surveys miss
• Reduced Cognitive Load: Eliminates the mental burden of translating clinical observations into survey language—providers simply speak naturally while AI handles structuring and analysis. Lower cognitive fatigue enables providers to share richer, more detailed insights rather than rigid survey constraints
• Actionable Intelligence: Delivers comprehensive data addressing diverse business needs, from opportunity assessment and market segmentation to detailed patient journey insights

The transformation is profound: from data collection burden to meaningful clinical dialogue. It fosters an improved user experience, leading to higher engagement and completion rates.

Putting it to Practice

We piloted the novel approach across therapeutic areas like weight loss, immune conditions, and oncology to help us understand the complex landscapes associated with each condition.

In Oncology, we chose Diffuse Large B-cell Lymphoma (DLBCL), the most common aggressive non-Hodgkin lymphoma. This therapeutic area presented an ideal testing ground for our conversational AI approach due to its inherent complexity and evolving treatment paradigms.

Why DLBCL?

We chose this challenging indication because it presents unique research difficulties that traditional surveys struggle to capture.

• DLBCL offers multiple lines of treatment extending into fourth line and beyond, creating intricate decision trees that require nuanced clinical judgment.
• The therapeutic landscape has undergone significant transformation, particularly in the relapsed/refractory (R/R) setting, with novel treatments emerging rapidly. This complexity makes it nearly impossible for healthcare providers to adequately express their clinical reasoning through conventional checkbox surveys.

Methodology

For this pilot study, we recruited 15 hematologist-oncologists to provide detailed patient charts through our conversational patient scribe. Each HCP engaged in natural dialogue covering four comprehensive sections designed to mirror their actual clinical thought processes:
Patient Demographics: Contextual factors like age, comorbidities influencing treatment decisions
Disease Conditions: Clinical presentations, staging, and molecular characteristics
Treatment History: Complete therapeutic journey and sequencing decisions
Future Treatment Paradigms: Perspectives on emerging therapies and evolving practice

Objectives

Our goal was to capture the subtle clinical reasoning that occurs when managing complex DLBCL patients—the kind of rich, contextual insights that are lost when providers are forced to select from predetermined response options.

The pilot aimed to demonstrate whether conversational AI could successfully extract the intricate thought processes behind treatment selection, uncover previously hidden practice patterns, and generate actionable insights that reflect the true complexity of treating DLBCL.

Key Findings from DLBCL Treatment Insights

Treatment Paradigm Overview

1. R-CHOP Remains Gold Standard: First-line treatment continues to center around R-CHOP, with established efficacy driving 35% of treatment decisions
2. CAR-T Transforms Second-Line: Manufacturing constraints and patient health status create significant barriers, limiting access despite therapeutic promise
3. Unmet Need in Later Lines: HCPs seek therapies addressing post-CAR-T progression, emphasizing safety profiles and convenience
4. Clinical Evidence is Paramount: Efficacy and safety data override all other considerations in treatment selection

Current Treatment Drivers

HCPs' decisions are primarily driven by established efficacy and familiarity with conventional regimens like R-CHOP, potential for deep responses from CAR-T therapies in later lines, the off-the-shelf nature of emerging bispecific antibodies, and adherence to standard care protocols.

Significant Barriers

However, the adoption of certain advanced therapies faces significant barriers.
Patient Health Status: ECOG deterioration limits treatment options and eligibility for advanced therapies
Manufacturing & Logistical Challenges: Limited CAR-T manufacturing slots create delays in time-sensitive treatments; distance to specialized treatment centers, transportation planning for post infusion monitoring also pose significant challenges to CAR-T Rx
Safety Concerns: Adverse events like CRS risk and hospitalization requirements impact treatment decisions

Future Adoption Drivers

Clinical evidence remains paramount, with HCPs prioritizing differentiated mechanisms of action, improved efficacy metrics (complete response rates, overall survival), favorable safety profiles with acceptable adverse event rates, and enhanced convenience including subcutaneous administration and fixed-duration regimens. The ultimate goal: addressing unmet needs in patients experiencing disease progression after CAR-T or those with CAR-T ineligibility.

Strategic Implications for Pharmaceutical Companies

• Lead with Clinical Excellence: Efficacy and safety data remain the primary drivers of HCP decision-making. Companies must prioritize robust clinical evidence that directly addresses patient outcomes and treatment tolerability.
• Address Manufacturing and Access Barriers: For CAR-T and other advanced therapies, streamlining manufacturing processes and improving access infrastructure will be critical to maximizing therapeutic potential.
• Focus on Post-CAR-T Landscape: The growing population of post-CAR-T patients represents a significant unmet need, with opportunities for therapies offering improved convenience and manageable safety profiles.
  

HCP Engagement

The pilot delivered overwhelmingly positive feedback from participating providers. Three out of four HCPs (~75%) highly enjoyed the conversational survey experience, describing it as more engaging than traditional questionnaires.

Significantly, all 15 HCPs reported referring to patient charts with the same frequency as traditional studies or more often to provide granular clinical insights. This demonstrates that conversational AI successfully encouraged deeper clinical reflection rather than reducing response quality.

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Executive Summary
Healthcare professionals (HCPs) managing metastatic castration-resistant prostate cancer (mCRPC) are navigating an expanding array of early-line therapies, complicating brand visibility. The competitive landscape has intensified significantly following Pluvicto’s earlier placement in the treatment algorithm. Our analysis of real-time browsing data from 140 oncology HCPs, captured through ZoomRx Digital Journey, reveals significant shifts in which mCRPC therapies that are drawing the most online attention. It demonstrates how aggressive omnichannel marketing can boost awareness of new treatments, while also underscoring the challenges of maintaining long-term engagement in an evolving therapy area.

Key Findings

• Few brands break through. Outside of Xtandi, Pluvicto, and Lynparza, few therapies generate meaningful online engagement from HCPs.
• Xtandi remains the anchor. Despite a relatively smaller digital footprint, it continues to command the highest share of HCP attention online.
• Pluvicto surges ahead. An aggressive ramp-up across banner ads, paid search, and email has helped Pluvicto draw nearly twice as much HCP attention as Lynparza.
• Lynparza stays visible—but trails. While it has defended its digital banner ad, paid search, and email presence amid Pluvicto’s expansion, Lynparza trails Pluvicto across all three channels.

The Battle for Digital Mindshare

The mCRPC treatment landscape is becoming increasingly fragmented, intensifying competition for HCP attention. ZoomRx analyzed more than 2,000 online HCP browsing sessions related to mCRPC for the first half of 2024 and 2025, uncovering significant shifts. Most notably, Pluvicto more than tripled its share of digital attention, from 7% in H1 2024 to 25% in H1 2025, following an aggressive digital marketing campaign that emphasized its pre-taxane approval. This gain primarily impacted Lynparza, which lost nearly half its share of HCP attention YoY. Xtandi, however, maintained its strong position, consistently capturing over 60% of HCP attention in both periods.

A closer look at where HCPs turn to for information in 2025 shows that HCPs predominantly rely on trusted clinical references, such as NCCN Guidelines and UpToDate. Xtandi notably benefits from its recognized status as a standard of care within these trusted sources. Meanwhile, nearly half of Pluvicto’s digital engagement occurs on its brand site, enabling the brand to control its messaging and reduce competitive distractions. Conversely, Lynparza’s dedicated product site has attracted relatively limited engagement, even falling behind Xtandi’s, highlighting how Pluvicto has effectively overshadowed Lynparza in the digital arena.

Digital Channel Strategies Driving Engagement

Pluvicto kicked off the year with an omnichannel blitz across banner ads, paid search, and email, and then reinforced its efforts into Q2. Paid search stood out, with exposure more than doubling from Q1 to Q2, driven by direct brand searches highlighting growing awareness of its new indication.

In response, Lynparza maintained its overall digital presence while strategically adjusting messaging to BRCA-specific content. Despite its repositioning, the brand attracted relatively little attention.

Lynparza Messaging

• Q1 2025 Broader Messaging: Combination therapy for certain patients with metastatic prostate cancer.
• Q2 2025 Shift to BRCA-Focused Messaging: Targeted treatments available for adults with a BRCA mutation.

Xtandi, meanwhile, maintained strong visibility through banner ads across its standalone Xtandi and co-branded Talzenna campaigns but ceded ground to competitors in paid search and email channels. Nevertheless, Xtandi sustained the highest share of digital attention due to its well-established position across multiple prostate cancer indications and its prominence within NCCN and UpToDate resources.

Lessons for Marketers

Successfully navigating the fragmented mCRPC digital landscape demands a nuanced strategy that blends aggressive marketing efforts with sustained clinical credibility. Our findings demonstrate that a well-timed digital push, combined with recognition in authoritative clinical resources, establishes a lasting advantage in digital mindshare.

• Temporary gains from omnichannel strategies. Bold, multi-channel initiatives can effectively disrupt crowded markets but must be continuously reinforced.
• Clinical credibility endures long-term. Embedding brands deeply into trusted decision-support platforms provides resilience against competitive pressures.
• Digital attention is easily lost. Regaining lost digital momentum requires significant effort and investment, underscoring the importance of consistent engagement.

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What drives Neurologists’ mindshare in a space with multiple alternatives?

Executive Summary

The neurology therapeutic landscape is one of the most intensely competitive, creating a significant challenge for pharmaceutical marketers fighting for neurologists’ attention.

Our latest analysis of top-of-mind awareness (TOMA) among 50+ neurologists reveals a market defined by a striking paradox. While individual brands are lost in a sea of fragmentation, neurologists impose their own order by thinking in clear, consolidated categories of drug class and indication.

"In neurology, where the noise is constant, the only voice that resonates is the one grounded in solid clinical evidence."

Key Findings

• A Diverse Brand Landscape: No single brand commands more than 5% of neurologist mindshare. The market is profoundly fragmented across more than 120 different drugs.
• Neurologists Think in Categories: While brands are a blur, neurologists have a sharp focus on categories. Mindshare coalesces powerfully around Drug Class, with Monoclonal Antibodies (24%) leading the pack, and around Indication, where MS, Epilepsy, and Migraine form a dominant triad.
• Two Blueprints for Leadership: Manufacturers achieve prominence through either broad portfolio strength (Biogen) or single-asset innovation, where one blockbuster like Argenx's Vyvgart can stand alongside an entire roster.
• Clinical Proof is Paramount: Clinical value is the ultimate driver of memorability. Efficacy and safety are the definitive factors that earn a drug a place in a neurologist's mind.

Navigating a Fragmented Brand Landscape

A modern neurologist navigates a rich and expanding portfolio of treatments. Our data shows that top-of-mind awareness for approved drugs is not a pyramid with a single leader, but a remarkably balanced ecosystem. With no single brand capturing more than 5% of unaided recall, the landscape clearly reflects just how broad and competitive the options are.

But neurologists have their own mental filing system. Beneath the brand-level confusion lies a highly structured framework built on clinical utility.

When we analyze mindshare by drug class, a clear hierarchy emerges. Monoclonal Antibodies are the most dominant category, followed by Anticonvulsants and CGRP Inhibitors. This reveals that a drug’s mechanism is its primary identity.

Similarly, top-of-mind awareness by indication is highly concentrated. Multiple Sclerosis, Epilepsy/Seizure Disorders, and Migraine are the undisputed "big three," each commanding an identical slice of physician attention and dwarfing other major conditions.

The Companies That Cut Through the Noise

This categorical thinking defines the two winning strategies for manufacturers.

The first is Portfolio Power. Biogen and Novartis leverage their deep rosters of established drugs in core indications—particularly Multiple Sclerosis—to create a wide footprint that ensures high recall. They win through breadth and by being synonymous with a high-value indication.

The second path is the Single-Asset Superstar. Argenx has crashed the party with a lone blockbuster, Vyvgart. By delivering a revolutionary therapy, Argenx has achieved a level of manufacturer mindshare comparable to the portfolio giants, proving that a single, game-changing drug can create its own gravitational pull. UCB (with Keppra and Vimpat) and Roche/Genentech (with Ocrevus) also demonstrate the power of owning a category with key assets.

The Ultimate Currency: Undeniable Clinical Performance

Whether a company has one drug or ten, the underlying driver of memorability is the same: performance.

When we asked neurologists what makes a drug stick in their mind, their answers were overwhelmingly clinical. Efficacy (45%) and Safety (21%) are paramount. As one physician noted, a drug is memorable because it "can potentially reverse the course of disease." Another praised a different therapy for its "lack of scary side effects, lack of interactions."

This sends a clear message: marketing budgets cannot buy mindshare if the clinical story isn't compelling. The path to recall runs through the clinical evidence, not the ad buy.

Strategic Implications for Pharmaceutical Marketers

1. Lead with the Science
   Efficacy and safety data are your primary marketing tools. Your commercial strategy must be built on a foundation of undeniable clinical value that directly addresses the priorities of neurologists.
2. Own the Category Conversation
   Your primary goal should be to become synonymous with best-in-class performance within your drug’s mechanism and indication. Frame your messaging to establish your product as the definitive MAb for MS or the safest Anticonvulsant for complex patients.
3. Amplify Your Physician Advocates
   The most credible voice in marketing is a trusted peer. Engage clinical experts and early adopters who’ve seen your drug’s performance up close to build genuine advocacy that goes beyond any brand message.

Conclusion

The neurology market operates on a clear paradox: while individual brand recall is weak, physician thinking is highly structured around drug class, indication, and the manufacturers who lead them. Success is not about having the loudest voice, but the most compelling clinical data. The winning companies are those who either build a dominant portfolio within a key category or launch a single, revolutionary product that cannot be ignored. In the neurologist’s mind, performance is the only metric that matters.

Methodology: The findings in this report are based on a survey of 57 US Neurologists conducted in July, 2025. The survey utilized open-ended questions to capture unaided, top-of-mind recall for both approved and pipeline neurology drugs and the factors driving that awareness.

For more information, contact: varsha.sundaram@zoomrx.com

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Executive Summary

For market researchers supporting pre-launch pharmaceutical brands, unbranded disease state education (DSE) campaigns represent a critical opportunity to shape the future market landscape. By raising disease awareness, educating healthcare providers (HCPs) and patients about unmet needs, and establishing a favorable lexicon around new treatments, effective DSE campaigns can help condition the market for successful launches. However, researchers must navigate several challenges in designing studies that yield actionable insights while avoiding common pitfalls. This white paper examines the strategic role of DSE research, market research benchmarks, best practices for message and creative optimization, and ZoomRx's proven approach for driving campaign impact.

The Role of Unbranded Education in Pre-Launch Strategy

For pharmaceutical brands introducing novel mechanisms of action or facing entrenched market misperceptions, unbranded campaigns can provide a powerful pre-launch tactic for shaping HCP and patient mindsets. While not appropriate for every launch, these campaigns can serve several strategic objectives:

1. Raising disease awareness and improving diagnosis rates

2. Educating HCPs and patients on unmet needs

3. Establishing a scientific narrative around new MOAs

4. Providing patient support and educational tools

5. Announcing future brand entry through "coming soon" messaging

By achieving these objectives, DSE campaigns establish favorable conditions for branded launch. ZoomRx's benchmarking suggests that about one-half to two-thirds of launch brands employ DSE campaigns, typically beginning 1 – 2 years before launch.

Messaging Research Benchmarks

According to ZoomRx's launch insights benchmarking data, unbranded message testing serves as a critical component of DSE campaign development, with 68% of benchmarked launch brands investing in this research. Message research typically begins an average of 23 months prior to launch, reflecting its strategic importance in shaping the scientific narrative. While HCPs are included in most message testing initiatives, only 33% of studies also explore patient perspectives. The average investment in US-based message testing ranges typically from $150,000-$200,000, enabling robust exploration of core communications pillars.

Creative Testing Benchmarks

Creative concept evaluation represents another key pillar of DSE research, with 58% of benchmarked launch brands investing in this area. Creative research typically begins slightly later than messaging, around 20 months pre-launch on average. The clear majority (89%) of creative testing initiatives employ qualitative methodologies, reflecting the importance of nuanced feedback in optimizing visual assets. For US-based studies, average creative research investment typically ranges from $140,000-$200,000, underscoring the critical importance of getting the executional elements right.

Common Challenges and Pitfalls in DSE Research

Market researchers face several obstacles in designing effective DSE research:

1. Navigating Regulatory Complexities: Each organization has its own medical-legal risk tolerance for unbranded campaigns. Partnering closely with compliance teams is critical to ensure research strikes the right balance between education and promotion.

2. Lack of Strategic Context: Without clear objectives, research respondents often default to inappropriate branded endpoints like prescribing intent. Establishing strategic success criteria upfront is key.

3. Inappropriate KPIs: Standard message assessments like preference or relevance can fail to capture the deeper mindset shifts effective DSE campaigns produce. Research must align KPIs with strategic campaign objectives.

4. Overly Rational Evaluations: The most impactful disease education campaigns often challenge entrenched beliefs in disruptive ways. Assessing them on rational attributes alone in market research can lead to suboptimal creative decisions.

5. Inadequate Narrative Focus: Evaluating messages in isolation risks losing sight of the overall narrative arc. Research must pressure-test the flow and cumulative impact of the holistic disease education narrative.

ZoomRx's Best-Practice Approach

ZoomRx's research methodology directly addresses these common pitfalls:

1. Stakeholder Partnership: Early alignment with insights, brand and compliance teams builds strategic guardrails into research design from the start. Proactive collaboration maximizes insights while ensuring alignment with regulatory needs. ZoomRx works hand-in-hand with the brand team, creative agency and medical-legal compliance stakeholders to pressure-test stimuli and craft appropriate research instruments. This partnership ensures the final recommendations are implementable within each organization's regulatory guardrails.

2. Grounding in Strategy: Extensive immersion in brand strategy, lexicon, and success criteria ensures research evaluates campaign elements against the right objectives. ZoomRx begins every DSE engagement with an immersion phase to align on current mindsets, desired shifts, and metrics of success. These strategic inputs serve as the North Star for research design, keeping the study laser-focused on the right goals.

3. Custom Campaign KPIs: We ensure that KPIs go beyond stated preference to assess deeper conviction, emotional impact, and behavioral intent. Rather than defaulting to standard message assessments, ZoomRx develops bespoke metrics in close partnership with brand teams and creative agency stakeholders.

4. Behavioral Science Lens: Recognizing that rational responses don't always predict real-world impact, ZoomRx's frameworks blend conscious and subconscious evaluation. Measuring intuitive responses is key to selecting truly impactful campaigns. Grounded in the latest behavioral science, ZoomRx's research incorporates techniques to help uncover the deeper subconscious impact of campaign elements.

5. Narrative-Driven Design: Pressure-testing the narrative flow and cumulative impact is as critical as individual message evaluation. ZoomRx's research unfolds messaging in a cohesive arc to simulate real-world campaign communications. These narrative-focused methodologies ensure the campaign conveys a compelling, cohesive story.

Optimizing DSE Messaging and Creative: A Phased Approach

Whenever launch timelines and budget allow, ZoomRx recommends a structured research process across three distinct phases.

1. Message Testing: Qualitative exploration pressure-tests potential DSE messaging territories and identifies the most compelling concepts, lexicon, and flow. Additional quantitative research is recommended to prioritize messages and quantify impact on KPIs. The combination of qualitative and quantitative research prioritizes messages that shift beliefs and establishes desired behaviors.

2. Creative Optimization: Iterative qualitative research assesses visual concepts on strategic KPIs like stopping power and emotional impact. Concept evaluation goes beyond preference to uncover deeper subconscious reactions.

3. In-Market Tracking: Multi-modal monitoring through tracking surveys, digital exposure tracking and social listening help to assess campaign impact in the real world. Tying DSE tracking to the broader launch roadmap ensures strategic integration and enables course-correction prior to launch.

Conclusion

For market researchers, unbranded disease education campaigns represent a powerful tool for shaping pre-launch landscapes. But capturing this opportunity requires a rigorous strategic approach grounded in clear objectives, rigorous methodology, and narrative-driven design. By adapting proven research frameworks to the unique challenges of unbranded campaigns, researchers can deliver insights that shift mindsets, drive key behaviors, and establish winning campaigns. As a trusted partner to pre-launch brands, ZoomRx brings deep expertise and a track record of impact to every DSE research engagement.

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Pharmaceutical brands face unprecedented challenges in communicating effectively with healthcare professionals (HCPs). The proliferation of channels, increasing time constraints on physicians, and the sheer volume of scientific information create a perfect storm where even scientifically sound messages often fail to resonate. We explore a novel way of pharmaceutical message optimization—a data-driven approach from real-world promotional benchmarks that transforms how life science companies measure, optimize, and communicate with healthcare providers.

Drawing on quantitative effectiveness metrics, linguistic analysis, behavioral science principles, and iterative optimization through longitudinal tracking, we present a novel, comprehensive way for developing promotional communications that not only reach HCPs but genuinely influence decision-making.

The approach moves beyond traditional message testing to establish a continuous measurement and improvement cycle where communications evolve based on real-world performance tracking of promotional data. We deploy message benchmarks to integrate behavioral science heuristics—such as authority, social proof, and novelty bias—with rigorous linguistic analysis, pharmaceutical brand teams can craft and optimize messages that balance scientific accuracy with persuasive impact. The approaches presented offer a blueprint for brands seeking to elevate their communications from merely informative to genuinely influential.

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