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Oncology Manufacturer Perception Rankings 2025: Which Companies Control the "Awareness Wall"?

Picture of Varsha Sundaram   Varsha Sundaram  ·  1 minute read

Oncology (1)

The oncology market has evolved beyond single blockbuster dominance.

AstraZeneca and Merck now command 42% of mental availability among oncologists—creating an "awareness wall" that makes it nearly impossible for challengers to break through, even with breakthrough science.

Q4 2025 Oncology Perception Rankings

ZoomRx surveyed 50 US-based oncology HCPs in December 2025, evaluating 20 manufacturers across five dimensions: Innovation, Patient Centricity, Reputation, HCP Centricity, and Promotions.

Top 5 Manufacturer Rankings (Out of 100):

  1. AstraZeneca: 47 — Portfolio breadth + patient support dominance
  2. Merck: 41 — Keytruda strength masking single-product vulnerability
  3. Johnson & Johnson: 31 — Practice-changing innovation driving momentum
  4. Bristol Myers Squibb: 31 — Patient support excellence building trust
  5. Novartis: 27 — Reliability and ease of collaboration

Three Critical Trends for Oncology in 2026

  1. Breadth is winning over depth: HCPs now prioritize portfolio diversity across tumor types over single blockbuster reliance. This shift explains AstraZeneca's widening lead and J&J's rising momentum.
  2. The "Awareness Moat": The top two manufacturers occupy half of all mental space in oncology. Mid-tier challengers struggle to break the 25% awareness ceiling, meaning they cannot compete on innovation alone.
  3. Patient support as competitive weapon: Service excellence is now the primary path for challengers to steal HCP loyalty. AstraZeneca defends its #1 spot with superior access programs; Merck's vulnerability is exposed by lower assistance scores despite Keytruda's dominance.

 What's Inside the Full Report:
  • Detailed perception scores for all 20 oncology manufacturers
  • HCP verbatims explaining what drives trust
  • Awareness analysis and strategic recommendations
  • Complete methodology and sample details

For a more granular view, you can explore these findings via ZoomRx Answers. Ask natural language questions to generate custom data views, listen to direct HCP voice clips, and review research artifacts in real-time.  

Download the Full Report