MED AD NEWS January 2001

MOST RECOGNIZED ONCOLOGY/HEMATOLOGY BRANDS

Marketing Research Company

Researchers at Brand Institute Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, have surveyed 2,000 physicians and pharmacists from North America and Europe to establish the most recognizable brands in the oncology/hematology category.

According to results from Brand Institute’s Brandpoll.com, the most recognized oncology/hematology product to North American health-care professionals is Epogen with almost 13% of respondents citing the product. The product originally was approved as an anemia treatment June 1, 1989. Marketed by Amgen Inc. (www.amgen.com), Epogen had worldwide sales of $1.96 billion in 2000.
Marketing Research Company

In Europe, tamoxifen was mentioned by almost 11% of health-care professionals surveyed. Indicated to treat breast cancer, tamoxifen is the active ingredient in Nolvadex, marketed by AstraZeneca Pharmaceuticals LP (www.astrazenecaus.com). The product originally was approved Dec. 30, 1977, for the treatment of axillary node-negative breast cancer in women following total mastectomy or segmental mastectomy, axillary dissection, and breast irradiation. Additionally, the product was approved for the treatment of node-positive breast cancer in postmenopausal women allowing total mastectomy, or segmental mastectomy, auxiliary dissection, and breast irradiation.

The Brandpoll.com sample consisted of physicians of various specialties and hospital and retail pharmacists. Brand Institute (www.brandinstitute.com) is a brand-name and identity consultancy firm. Brandpoll.com is a marketing tool that assists clients in monitoring the competitive marketplace and in identifying the potential strengths and weaknesses of their brands within their specific industry.
Marketing Research Company