How Do Oncologists Really View Sales Reps and MSLs?

Key Themes

• In both the US and Canada, Oncologists value sales reps for credibility, good product knowledge, and updates on the therapeutic area.
  • In Canada, Oncologists also appreciate responsiveness and oncology knowledge
  • In the US, Oncologists also appreciate unbiased product comparisons and meaningful conversations
• Leading Companies in Satisfaction with Sales Reps
  • Satisfaction scores reveal different leaders by market. For example, BMS takes the top spot in Canada, while AstraZeneca leads in the US. These rankings show where trust and engagement strategies are paying off.
• What Oncologists Expect from MSLs Differs From What They Expect from Sales Reps
  • Across both markets, expertise on product efficacy and safety data is non-negotiable
  • In Canada, oncologists also look for clinical trial updates and support at conferences, while US oncologists place a premium on scientific expertise and discussions around data, particularly data on non-approved indications.
• Companies Leading Satisfaction with MSLs
  • Novartis and AZ earn high marks in both markets.
  • But again, we see regional differences:
    • Bristol-Myers Squibb is in the top 3 in the US while J&J makes the top 3 in Canada.

Why This Matters

Particularly in oncology, time is a premium. Oncologists are juggling many competing priorities. There are many companies trying to get in front of oncologists and several companies have multiple oncology sales reps and MSLs all competing for limiting time. Every conversation is an opportunity to build credibility and trust. Knowing what oncologists value most in their interactions with sales reps and MSLs can guide commercial and medical teams to:

• Focus training on the skills and knowledge that HCPs care about most
• Tailor engagement strategies for different markets
• Benchmark performance against competitors to identify gaps and opportunities

See the Full Picture

This blog post only scratches the surface. Our report distills the full set of insights into a clear, visual story that can help your teams refine strategy and elevate engagement.

• Book a meeting with our team so we can walk you through the full report and discuss what these findings might mean for your brand.