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The Most-recognized Oncology and Hematology Brands

The most-recognized oncology and hematology product in the United States is Taxol. This pharmaceutical brand name was most recognized by 9.6% of physicians in a survey conducted by Brand Institute Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm. Originally approved in 1992, Taxol is indicated in the United States for the adjuvant treatment of breast cancer with doxorubicin and cyclophosphamide and for AIDS-related Kaposi sarcoma. Taxol, composed of paclitaxel, is marketed by Bristol-Myers Squibb Co. (www.bms.com).

The second most-recognized oncology and hematology brand name is Procrit, identified by 9.1% of respondents. Composed of epoetin alfa, Procrit is indicated in the treatment of anemia associated with chronic renal failure, include patients on dialysis and patients not on dialysis, the treatment of anemia associated with cancer chemotherapy, and the treatment of anemia related to therapy with zidovudine in HIV-infected patients. Procrit was originally approved in 1990 and is marketed by Ortho Biotech Products LP (www.orthobiotech.com).

The third most-recognized brand name was Epogen. This brand was most recognized by 7.7% of physicians. Originally approved in 1989, Epogen is indicated for the treatment of anemia associated with chronic renal failure, cancer, or HIV infection, including patients on or not on dialysis. Composed of epoetin alfa, Eopgen is marketed by Amgen Inc. (www.amgen.com).
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Taxol was the most-recognized brand name in Europe as well. About 8.1% of physicians most recognized this pharmaceutical product.

The second most-recognized brand name in Europe was Cisplatin. This pharma brand name was most recognized by 6.2% of respondents. Cisplatin is the active chemical in the chemotherapy drug Platinol, which is indicated in the United States for the treatment of metastatic ovarian tumors and metastatic testicular cancer.

Imuran was the third most-recognized oncology and hematology brand name. About 5.7% of physicians most recognized Imuran. Composed of azathioprine, Imuran is marketed by Prometheus Laboratories Inc. (www.prometheuslabs.com). The product is indicated as an adjunct for the prevention of rejection in renal homotransplantations.

Brand Institute (www.brandinstitute.com), a consumer, biotech and pharmaceutical brand naming company, surveyed more than 2,000 physicians and hospital and retail pharmacists in North America and Europe to determine the most-recognizable brands in the category of oncology and hematology drugs. Brandpoll is a marketing tool that is designed to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their brand names.
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