The 2012 ASCO Impact Report, a survey of physicians and healthcare professionals attending the annual meeting of the American Society of Clinical Oncologists (ASCO), published by Encuity Research, the market research and analytics subsidiary of Campbell Alliance, revealed that this year’s event had a significant impact on the treatment plans of oncologists and hematologists in attendance.

The survey was designed to evaluate the relevancy and effectiveness of company-sponsored clinical data and promotions at ASCO. More than 76% of the physicians and healthcare professionals interviewed indicated that they are likely to change their patient treatment plans based on ASCO findings.

Prostate and breast cancer treatments
New breast cancer and prostate cancer treatment plans gained the most traction. Among the ASCO-attending physicians surveyed, 45% intend to change their breast cancer treatment plan once Genentech’s trastuzumab emtansine (T-DM1), a treatment comprised of the antibody trastuzumab and the chemotherapy agent DM1 attached together using a stable linker designed to target and inhibit HER2 signalling and deliver the chemotherapy agent DM1 directly inside HER2-positive cancer cells, becomes available. More than 44% intend to increase their use of Johnson & Johnson’s prostate cancer treatment abiraterone acetate (Zytiga?).

Value of information
The majority, 86%, of ASCO-attending physicians also awarded the highest overall presentation of information rankings to T-DM1. This endorsement was closely followed by abiraterone acetate, earning very or extremely valuable ratings from 73% of physicians surveyed.

“It is clear that several companies delivered clinical presentation home runs at ASCO, while others did not,” said Michael Turner, General Manager of Encuity Research. “The study also showed that ASCO will have a significant impact on the future behavior of physicians in attendance. This demonstrates, above all, that companies cannot afford a promotional swing and misswhen the stakes are so high.”

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Changing treatment plans
The ASCO Impact Report provides an encompassing view of ASCO attendees’ intent to change treatment plans, their perception of clinical information presented, and their ratings of information offered by pharmaceutical and biotech companies, including physician-deemed up-and-comers like Seattle Genetics, Celgene, and Millennium.

Study background
The impact report is based on an online survey of 100 oncologists and hematologists who attended the event. In addition to custom research, Encuity provides 11 syndicated market research services, including its Physician Meeting and Event Audit. Data from this audit indicate that pharmaceutical and biotech companies spent $2.9 billion on events in the past 12 months, with 11% of their budgets going to symposia like ASCO.

For more information:
ASCO Impact Report 2012 [Download]

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