Oncologists Rank Aloxi’s Marketing Message Most Influential in the Chemotherapy-Induced Nausea and Vomiting Drug Market
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
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
was spent by the leading competitors (Merck, MGI Pharma/Eisai, Roche and
About Brands & Strategies
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