Healthcare providers (HCPs) are crucial decision-makers in prescribing and recommending treatments to patients. As such, their perceptions and opinions of pharmaceutical manufacturers and their products are highly relevant.
Recent research indicates that two-thirds of HCPs are reluctant to prescribe or recommend a medication from a biotech/pharmaceutical manufacturer that does not have a good reputation in their opinion.
ZoomRx tracks and monitors HCP perceptions of leading manufacturers across five therapeutic areas on a quarterly basis, enabling manufacturers to gauge their standing, take proactive measures to enhance their brand's perception, and help better serve HCPs and patients.
We intend to provide a macro snapshot of HCP perceptions about the pharmaceutical manufacturers across five therapeutic areas. Read on to understand about the HCP’s perception of industry leaders and challengers.
Methodology:
A quant-qual pulse survey was conducted for more than 150 HCPs across 5 therapeutic areas, including oncology, neurology, cardiology, immunology, and vaccines. This survey is fielded on a quarterly basis to gain a comprehensive understanding of how HCPs' perception of industry leaders evolves over time.
We assess HCP perceptions across six distinct dimensions, including drug portfolio, access, and promotions. This approach enables us to glean insights into the overall perception of the manufacturer, determine their standings, and identify potential areas for improvement. For simplicity, we have calculated a composite score for this whitepaper which would encapsulate all 6 dimensions.
Summary:
Pfizer has excelled in shaping positive HCP perceptions. Pfizer’s positive perceptions across all five therapeutic areas have significantly contributed to its $100B revenue in 2022, making this pharmaceutical giant a preferred partner for HCPs.
AbbVie leads in immunology, driven by its flagship products - Humira, Rinvoq, and Skyrizi. Meanwhile, Biogen's neurological focus pays off as the company establishes itself as the leader in tackling challenging conditions like ALS, Alzheimer's, and MS.
These leaders face constant challenges. AstraZeneca, with its strong position among oncologists and cardiologists, demonstrates the ability to expand its pipeline through strategic acquisitions and partnerships, further solidifying its role as a key player in the market. Its agile approach to growth and market penetration enables the company to remain competitive against other industry leaders, such as Pfizer. Merck, on the other hand, has carved out a niche for itself in the oncology and vaccine sectors, becoming a formidable contender against Pfizer and showcasing its commitment to innovation and excellence in these areas.
Novartis, another significant competitor in the industry, has made a name for itself, earning high regard among neurologists and cardiologists alike. Janssen, while maintaining a strong presence across various therapeutic areas, has room for improvement in terms of HCP perceptions and can further strengthen its position as a challenger in the market. Sanofi, focusing on immunology and vaccine development, has managed to secure top 5 placements in both sectors, indicating its strategic commitment to these areas and its potential for future growth and success.
Deepdive:
A. Oncology:
Oncology is one of the most rapidly developing fields in medicine, with new drugs and treatments being approved by regulatory bodies at an unprecedented pace. Oncologist perceptions are changing rapidly as well.
- Pfizer leads in oncology: Oncologists recognize Pfizer as the top player in the field due to its exceptional products and support programs.
- AstraZeneca is a close second: The company has made significant progress with products like Enhertu and Imfinzi, securing its position right behind Pfizer.
- Merck secures third place: Despite Keytruda's success, oncologists find opportunities for Merck to improve its portfolio and make their personal promotions innovative.
B. Immunology:
The immunology space is witnessing an intensifying fight for the second spot, with multiple manufacturers vying for a larger mind & market share by trying to differentiate themselves from the others while Abbvie continues to extend its reign.
- AbbVie tops the immunology market: With a strong foundation in Humira and innovative solutions like Rinvoq and Skyrizi, AbbVie outperforms other manufacturers.
- Pfizer claims runner-up position: Thanks to Xeljanz, Pfizer holds a firm second place in the immunology sector.
- Janssen in close competition: Ranking third, Janssen remains a strong contender, closely matching Pfizer across numerous attributes.
C. Cardiovascular:
The cardiovascular space has seen significant advancements in recent years, with new drugs and devices being developed to treat a range of conditions, from hypertension to heart failure.
- Pfizer at the forefront: Boasting key drugs such as Eliquis, Lipitor, and Crestor, Pfizer claims the leading position in the cardiovascular domain.
- AstraZeneca in close pursuit: With widely prescribed medications like Brilinta and Farxiga, AstraZeneca secures a strong second place in the field.
- Novartis holds third rank: Despite blockbuster drugs like Diovan and Entresto, Novartis trails behind due to a perceived weaker portfolio and limited focus on patient access
D. Neurology:
The neurology space encompasses a rapidly evolving and dynamic field focused on understanding, diagnosing, and treating a wide range of neurological disorders. After a decade, we are witnessing some great clinical discoveries that offer life-changing treatment options for Alzheimer's, ALS, Multiple sclerosis, and others
- Biogen leads in neurology: As the go-to choice for multiple sclerosis (MS) treatments with drugs like Tecfidera, Tysabri, and Avonex, Biogen holds the leading position. However, its controversial Alzheimer's drug Aduhelm, and emerging competition from Lilly's Donanemab, may pose challenges to the company's perception in the market.
- Novartis emerges as a strong contender: With approved drugs like Gilenya and Mayzent for multiple sclerosis and the innovative gene therapy Zolgensma for spinal muscular atrophy, Novartis holds a mind share in the neurology market.
- Pfizer ranks third: Despite having drugs like Lyrica, Nurtec, and other recent acquisitions, Pfizer is perceived as a distant third by neurologists.
E. Vaccines:
No space had experienced a tectonic shift as much as the vaccine space has. A significant boost in recent years, thanks to advancements in research and development, and a renewed focus on public health. Promising innovations have emerged to tackle the respiratory syncytial virus (RSV) and COVID-19. With constant advancements in research and development, as well as the global urgency for effective vaccines, the competition among manufacturers has never been more intense.
- Pfizer's Dominance: Pfizer leads the vaccine market, driven by its COVID-19 vaccine success with BioNTech and a robust portfolio, positioning it as the industry's gold standard.
- GSK's Competitive Edge: GSK, despite its limited COVID-19 vaccine impact, remains a strong contender through diverse offerings, R&D, strategic partnerships, and its recent RSV vaccine launch.
- Merck's Strong Performance: Merck excels in pediatric vaccines, product detailing, and physician support, with innovative developments like Vaxelis and the successful Gardasil vaccine, securing its market position.
Conclusion:
Perception leaders in the pharma industry play a crucial role in shaping the market and driving innovation. These manufacturers are recognized by HCPs for their strong brand reputation, credibility, and expertise in their respective therapeutic areas.
To maintain and solidify their positions, leaders must focus on:
- Continued innovation: Manufacturers offering diverse, innovative, and effective treatments for challenging conditions receive high perceptions.
- Customize communications: Informative and relevant communication regarding products, clinical trials, and treatment options is well-perceived.
- Patient-centricity: Prioritizing patient needs and experiences to strengthen trust and brand loyalty.
By investing in these areas, perception leaders can maintain their competitive advantage and continue to shape the pharma landscape.
ZoomRx's Manufacturer Perception Tracking:
ZoomRx Manufacturer Perception Tracking tracks quarterly the HCP perception across 6 key dimensions for 25+ manufacturers in 5 key therapeutic areas.
This report aims to provide valuable insights for portfolio leaders, investor relations, corporate communications teams, and CXOs. With 30,000 and more ZoomRx physician panel, we aim to provide valuable insights and access to longitudinal data they need to make informed decisions.
The full manufacturer perception report answers:
- Who is perceived as a leader in their market?
- Whose portfolio is considered to be the most innovative and effective?
- Which manufacturers have the highest quality promotions?
- What can be done to improve leadership perceptions?
