MORRISTOWN, N.J., March 9, 2020 /PRNewswire/ — In a recent study conducted by KMK Consulting, Inc., covering Innovation & Customer Value in the Breast Cancer market, Genentech (a member of the Roche Group) was ranked as the top company delivering superior customer value and sales force engagement, as well as delivering therapeutic innovation in this space. The research was conducted in February 2020, using KMK’s Rapid Pulse Survey platform.
The evolution of targeted therapies, immuno-oncology, and advances in genetic and molecular research were the top innovations in breast cancer management cited by those oncologists surveyed. Following Genentech, which was cited by nearly 50% of respondents as being the lead organization driving treatment innovation in the management of breast cancer, Pfizer and Merck rounded out the top three organizations that were deemed best poised for delivering future therapeutic innovations in the treatment of this disease.
The two most important product launches in this space over the past two years were Genentech’s Tecentriq and Pfizer’s Ibrance, with progression-free survival rates being cited as key factors.
“Pharmaceutical/Biotech organizations operating in the oncology space are tasked with not only delivering innovative and affordable therapies for patients to effectively manage their disease, but also engaging with customers to deliver exceptional value and support,” noted James Charnetski, a Principal Consultant at KMK Consulting. In addition to their therapeutic innovation, Genentech was also cited as the top company delivering exceptional value to the medical oncologist and breast cancer patient community from a commercialization standpoint.
The study also evaluated the importance and value of several field force and marketing engagement activities. Again, Genentech was the market leader, where it was cited as the top company across 17 out of 20 customer and marketing support activities, and 18 out of 18 sales rep engagement activities. Forty companies were cited by oncologists in the study as delivering superior value and support.
Additionally, the study evaluated the use of social media and websites among oncologists. About one-third of oncologists find social media and websites useful for discussing available breast cancer treatment options with their peers. Medscape was cited as the most utilized online resource, garnering 62% of the oncologist responses; WebMD, Doximity, YouTube and Twitter rounded out the most preferred online resources for sharing and discussing breast cancer therapies.
For questions or additional information on KMK’s Innovation and Customer Value Study, please contact study developers James Charnetski or Greg Chu at (973) 536-0700.
Headquartered in Morristown, New Jersey, KMK Consulting, Inc. provides commercial insights via Primary Market Research, Marketing Analytics and Sales Force Effectiveness, along with Health Economics and Outcomes Research (HEOR) for the pharmaceutical/biotech industries. Its recent 2020 Innovation and Customer Value Study using its Rapid Pulse Survey platform also covered asthma and IBS markets, targeting 250 pulmonologists and 250 gastroenterologists, respectively.
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