How Multi-Indication Therapies Dominate HCP Engagement

In the dynamic world of oncology, the most successful marketing efforts naturally gravitate toward therapies with broad applicability. A revealing analysis by ZoomRx, based on over 71,000 pharma-oncologist interactions reported by nearly 700 healthcare professionals between July 2024 and June 2025, illuminates this principle clearly.

Nearly half of these interactions centered around just five cancer types: breast cancer, non-small cell lung cancer, multiple myeloma, chronic lymphoid leukemia, and prostate cancer. The concentration speaks volumes about how closely marketing strategies align with both prevalence and recent clinical advancements. AstraZeneca’s Enhertu and Datroway, which celebrated new approvals in breast cancer, naturally became high-visibility stars in promotional campaigns.

The momentum in non-small cell lung cancer wasn’t far behind. AstraZeneca rode a wave of buzz with new survival data for Tagrisso and Imfinzi gaining approval, just as Johnson & Johnson introduced Tagrisso-beating survival data for its Rybrevant-Lazcluze combination. These developments fueled clinician conversations, with Enhertu settling into the second spot in promotional frequency, Imfinzi at third, and Tagrisso ranking fifth.

Yet the reigning promotional powerhouse was Merck’s Keytruda, securing the top position—an achievement highlighted by its presence across 17 indications. AstraZeneca and Merck’s Lynparza followed closely behind. Not only did they dominate individual brand mentions, but their multi-indication reach underscored the strategic advantage of versatile therapies. Bristol Myers Squibb’s Opdivo also claimed a solid showing in sixth place, spanning 10 tracked indications.

ZoomRx’s findings further spotlight how marketing influence is concentrated among a handful of elite players. AstraZeneca led the pack in oncology HCP-sales rep engagements with a commanding 14 percent share. Hot on its heels were Roche’s Genentech, Merck, Bristol Myers Squibb, and Johnson & Johnson. These five giants accounted for about two-thirds of all oncology promotions, even though more than 60 companies participated in the HCP outreach landscape.

This analysis arrives soon after a related ZoomRx study examining oncologists’ perceptions of cancer drug manufacturers. In that ranking, AstraZeneca held the top spot, trailed by Merck, Bristol Myers Squibb, Pfizer, and Roche—mirroring the promotional landscape.

The convergence of promotional visibility and clinician preference paints a clear picture: innovation, multi-indication reach, and strong clinical messaging form the cornerstone of oncology marketing that truly resonates with healthcare professionals.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com