MED AD NEWS
NOVEMBER, 2002
Most-recognized oncology and hematology brands.
Branding Services
Epogen is the most recognized oncology and hematology drug in the United States and Endoxan is the most-recognized oncology and hematology drug in Europe. Epogen was recognized by 15.1% of physicians in a survey conducted by Brand Institute, Inc. (www.brandinstitute.com), a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, in the first quarter of 2002. Amgen Inc. (www.amgen.com) markets Epogen, which is a recombinant version of human protein that stimulates the production of red blood cells and is used in the treatment of anemia associated with chronic renal failure for patients on dialysis. The second most recognized brand is Epogen’s rival, Procrit, marketed by Ortho Biotech Products LP (www.orthobiotech.com) for anemia management across multiple indications. Epogen and Procrit are epoetin alfa products developed by Amgen, Procrit was licensed to Ortho Biotech by Amgen.
Endoxan is marketed for the treatment of lymphoma, Hodgkin
disease, leukemia, and multiple myeloma by Baxter International Inc.
(www.baxter.com). In North America, Nolvadex
was the third most-recognized oncology drug by 11.2% of physicians. Nolvadex came in second in Europe, with a
recognition rate of 7%. AstraZeneca
Plc. (www.astrazeneca.com) is the developer and marketer of Nolvadex, a
nonsteroidal antiestrogen for the treatment of breast cancer. The pharmaceutical drug initially was
approved in the United States in 1977.
Brand Institute surveyed more than 2,000 medical professionals for the
oncology and hematology category in North America and Europe to determine the
most-recognizable brand names.
Brandpoll.com is a marketing tool that assists with the monitoring of
the competitive marketplace and identifying the strengths and weaknesses of
their brands.
Branding Services
