Decision Resources, one of the world's leading research and advisory firms focusing on pharmaceutical and healthcare issues, finds that Eisai/Helsinn Healthcare's Aloxi's marketing message ("Better in acute, better in delayed") is rated the most influential by oncologists in the chemotherapy-induced nausea and vomiting drug market. Oncologists accurately identified Aloxi's messages with the brand, highlighting the strength of the Aloxi messaging campaign.
According to the new report entitled Brands & Strategies: Chemotherapy-Induced Nausea and Vomiting, U.S. physicians rate Aloxi higher than Merck's Emend in terms of top-of-mind therapy despite Aloxi and Emend launching in the same year in the United States. Emend scored low in terms of brand recognition with less than 20 percent of oncologists identifying the correct messages associated with the brand. Surveyed oncologists rate Emend's marketing messages ("More complete prevention comes from two directions" and "Used in more than 2.7 million chemotherapy cycles over 5 years") in the bottom three most influential messages, with the latter being the least identifiable message. Despite this, both Emend and Aloxi are forecasted to dominate the chemotherapy-induced nausea and vomiting market in 2012.
"Promotional spending on chemotherapy-induced nausea and vomiting drug therapies in the United States is relatively low compared to other therapeutic areas," said Marcus Hoyle, analyst at Decision Resources. "In 2007 $61 million was spent by the leading competitors (Merck, MGI Pharma/Eisai, Roche and Sanofi-Aventis) in the United States to promote their respective brands."
About Brands & Strategies
The Brands & Strategies report series from Decision Resources reveals what it takes to be successful in a pharmaceutical market. It offers the most comprehensive commercial analysis of the brands and strategies of competing companies so they can better position themselves in a market and plan future strategy based on what competitors are doing. Brands & Strategies is the first and only report series to bring together all the competitive information elements pharma companies need to make informed decisions about their brands and next-steps.
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