ZoomRx · Oncology Medical Engagement Perception Report · 2026
Which Manufacturer Fields the Best MSL Team?
20 oncology manufacturers benchmarked on MSL interaction quality and field reach — as rated by the oncologists they engage.
Key Takeaways
Finding 01
Roche/Genentech and AstraZeneca Set the Performance Standard
Roche/Genentech (80%) and AstraZeneca (79%) lead the field performance ranking
AstraZeneca also leads on reach — 63% of oncologists interacted with their MSL team, more than double the field average of 28%
A 50-point spread separates top from bottom — yet most manufacturers cluster in a narrow 60–72% band, competing for marginal separation
Implication: The 50-point spread is a direct measure of strategic gaps in how manufacturers execute medical engagement in the field.
Finding 02
Quality Score Is Driven by Two Attributes That Measure Different Capabilities
Scientific Depth (19%) and Responsiveness (18%) together account for 37% of the composite score
They are not variants of the same skill — one reflects intellectual credibility, the other operational reliability
Most coaching frameworks treat them as a single "quality" variable, systematically underinvesting in one
Implication: Both dimensions require separate feedback loops, training methods, and performance standards.
Finding 03
Proactive Outreach and Pipeline Depth Define MSL Impact
MSLs drive first contact — outreach (55%) and conferences (51%); only 1 in 5 interactions is HCP-initiated
Pipeline & Investigational Data leads on content (55%), followed by Research Collaboration (49%)
The outputs follow: Knowledge Gap Closure (41%), Research Activity (39%), Peer Networking and Discussion (37%)
Implication: The journey is coherent when the content matches what oncologists engage for — teams measuring activity instead of scientific impact cannot tell whether it is.
Finding 04
Academic and Community Oncologists Define MSL Value Differently
Community oncologists weight Responsiveness first — want fast, practice-applicable guidance
The same MSL profile that earns credibility in academic settings frequently underperforms in community practice
Implication: Hiring, coaching, and territory design should account for practice setting — a single engagement model will underserve one audience systematically.
Performance Rankings
The Field, Ranked
Scores reflect oncologist-rated quality across seven weighted attributes, among those oncologists who interacted with each manufacturer's MSL team in the prior three months. A 50-point spread separates the top from the bottom — yet most manufacturers cluster in a narrow 60–72% range, competing for marginal separation. Reach reflects the share of this panel who interacted.
01
Roche / Genentech
Roche/Genentech holds the quality ceiling. No single attribute drops below 70% top-box — Research Collaboration and Responsiveness both reach 83%. HCPs describe their MSLs as scientifically substantive and consistently accessible. This is the standard the rest of the field is measured against.
MSL Performance Score
80%
35%Reach
✓ What's Working
“Presents clinical data clearly and in a friendly manner — convenient and non-disruptive to our clinical practice.”
△ Areas to Improve
No specific feedback recorded.
02
AstraZeneca
The only manufacturer combining top-tier reach with top-tier quality. At 63% HCP reach and 79% performance score, AstraZeneca's MSLs are both the most visible and among the most effective in the field. Communication & Engagement and Quality of Materials both hit 84% top-box — scientific depth delivered without inaccessibility.
MSL Performance Score
79%
63%Reach
✓ What's Working
“AstraZeneca reached out to me to set up a lot of different meetings to talk about products, to talk about participation in their advisory boards, to talk about new NCCN updates. I feel like they are the most proactive out of all the brands.”
“The MSL was helpful in initiating conversations about Investigator Initiated Trials and was available for discussions without overstepping or being overbearing.”
△ Areas to Improve
No specific feedback recorded.
03
Bayer
The strongest quality story with the narrowest reach. Among HCPs who interact with them, Bayer's MSLs score 100% top-box on Research Collaboration — the highest single-attribute result in the field. At 12% reach, this impact is concentrated, not yet scaled.
MSL Performance Score
77%
12%Reach
✓ What's Working
“The team did a really good job of getting us the information we need and connecting with our support staff.”
“They were not overbearing and presented all the information that we needed.”
△ Areas to Improve
No specific feedback recorded.
04
AbbVie
AbbVie operates above field average on both dimensions with a profile of reliable execution rather than competitive separation. Objectivity & Trust is the standout attribute at 78% top-box — consequential in a specialty where oncologists are acutely sensitive to promotional bias. No dominant spike, but no critical gap either.
MSL Performance Score
72%
35%Reach
✓ What's Working
“I rank AbbVie the highest because of the scientific depth and ability to translate complex clinical data into actionable practice.”
△ Areas to Improve
“Difficulty getting hold of the person and leaving messages. Would like to have better communication.”
05
Amgen
Amgen scores 83% top-box on Responsiveness — one of the highest in the field — but Scientific Depth sits at 50%, a meaningful gap in oncology where scientific credibility is the primary MSL value driver. The accessibility is working; the scientific substance is not keeping pace with it.
MSL Performance Score
70%
24%Reach
✓ What's Working
“MSL's professionalism and knowledge level.”
△ Areas to Improve
“Although they did not do poorly, they were unable to connect me with patient specific data that was applicable to the information I needed.”
“They need to bring more people who are medical people and less sales people.”
6Johnson & Johnson
67%Reach 45%
✓ What’s Working
“Especially with myeloma therapies, I interact with their MSL frequently on bispecific and CAR T therapy. They answer questions in a timely fashion.”
“The representative brought relevant clinical information on side effect management. She took my concerns seriously and would follow up with additional recommendations or people I should talk with.”
△ Areas to Improve
“I feel they’re not as fast sometimes as other companies.”
7Gilead Sciences / Kite
66%Reach 20%
✓ What’s Working
“Gilead’s MSL team helped close gaps in knowledge and are highly responsive. They provide exceptional real-time support for complex patient management.”
“They provide great service to my staff, introduce new clinical data and present opportunities for clinical involvement.”
△ Areas to Improve
“The portfolio didn’t align well with my core area — the team didn’t demonstrate sophisticated command of the emerging therapeutic landscape.”
8BeOne Medicines
65%Reach 18%
✓ What’s Working
“He went in depth about the data and was well versed about logistics around access and coverage.”
△ Areas to Improve
“They do not follow up with the emails. Makes it hard to remember and follow up on their product updates.”
“The inconsistent cadence of communications and unclear reason for visit requests.”
9Bristol Myers Squibb
64%Reach 43%
✓ What’s Working
“Dependability and follow up on the requested information.”
“They were thoughtful, worked around my schedule, and very willing to engage in appropriate connectivity with my research and scientific interests.”
△ Areas to Improve
“They seem to be a little less prepared and it’s unclear who is taking charge — no clear point person.”
“They have less frequent interactions with me and not as many research opportunities in my area of interest. Sometimes they have not followed up when I have asked questions.”
10Merck / MSD
64%Reach 35%
✓ What’s Working
“They were very good at setting up meetings quarterly with me to go over new data or talk about research or other things.”
△ Areas to Improve
“They were very good at setting up quarterly meetings — but this has fallen through in recent months even after I’ve reached out.”
“Given a new indication recently for one of their key drugs in my specialty, I expected better follow-through and proactive outreach.”
11Astellas
63%Reach 20%
✓ What’s Working
“Clinical trial involvement, patient access support programs.”
△ Areas to Improve
“Less data-driven storytelling — not much trial dissection. Less focus on pathway biology and resistance mechanisms.”
“Representatives seemed disinterested and wanted to leave quickly.”
12Eli Lilly & Co.
61%Reach 31%
✓ What’s Working
“They have reached out to interact when needed.”
△ Areas to Improve
“I feel like I don’t get any invitations to the advisory boards — not always speaking to the same person when I engage with them.”
13Daiichi Sankyo
60%Reach 31%
✓ What’s Working
“Provided slightly better information about potential upcoming clinical trial opportunities.”
△ Areas to Improve
“They were not able to satisfactorily answer my questions.”
“I’d expect them to organize more educational events — come to conferences, have a visible presence, and host discussions about their cutting-edge research with oncologists in the field.”
14Regeneron
58%Reach 28%
✓ What’s Working
“The way she presents the information — especially clinical data, indications for the medication, and follow-up on previous conversations.”
△ Areas to Improve
“An interaction I had felt rushed — limited interactions overall with their team.”
“It felt like they were there with their script and not going to deviate from it — even if I had an unrelated clinical question.”
15Novartis
57%Reach 28%
✓ What’s Working
“Very approachable, easy to speak to, down to earth, warm and friendly.”
△ Areas to Improve
“What could be improved is consistency and continuity, plus more rapid follow-up.”
“They’re very good at talking about efficacy and response rates, but less good about discussing serious safety considerations like myelodysplasia.”
16Jazz Pharmaceuticals
53%Reach 20%
✓ What’s Working
“They were the most prepared and had the most robust information to present.”
“They were able to provide details on administration, clinical follow-up, and concerns regarding toxicities.”
△ Areas to Improve
“More long-term data — more relevant to the various indications we’re discussing.”
17GSK
53%Reach 28%
✓ What’s Working
“Bullet-pointed trial inclusion/exclusion and methods, followed by a review of clinical data and how it builds on prior studies.”
“Strong support for research, responsiveness, and scientific neutrality.”
△ Areas to Improve
“Slightly less command of very specific scientific questions — the gap was narrow but noticeable at a granular level.”
“They need to better address how to mitigate toxicities and side effects — guidance on safe and effective use in a broader patient population has been lacking.”
18Takeda
51%Reach 12%
✓ What’s Working
“Overall quick to answer emails, provided good data and help when needed.”
△ Areas to Improve
“Other teams were a little better in terms of answering questions in a timely manner.”
“I felt like the topics discussed were not as clinically relevant or interesting as some of the other manufacturers.”
19Sanofi
42%Reach 20%
✓ What’s Working
“They are time-efficient in general, follow up with me, and are able to answer questions that are posed to them.”
△ Areas to Improve
“The MSL didn’t spend enough time in detailed review.”
“Each time that I see them, it’s a new experience. So you’re starting from ground level each time.”
20Pfizer
31%Reach 20%
✓ What’s Working
“They provide great clinical opportunities and have a great product pipeline.”
△ Areas to Improve
“Not responsive to participating in Investigator Initiated Studies.”
“I did not get very personalized attention. I often felt like I got generic handouts with very little attention to what my clinic’s patients actually need.”
The Reach Dimension
Quality Rankings Don't Tell the Whole Story. Here's Where Reach Fits In
Two dimensions determine competitive position: how many oncologists each manufacturer's MSL team reaches, and how those oncologists rate the quality of those interactions. Reach varies by portfolio scope, indication focus, and team investment — and by how proactively MSL teams initiate contact; outreach and conferences account for the majority of interactions. Quality reflects what actually happens once contact is made.
Field averages: Reach 28% · MSL Performance Score 62% · Dashed lines mark field averages
The Headline Finding
AstraZeneca stands alone in combining the broadest field presence with top-tier quality. Roche/Genentech and Bayer post the highest performance scores — but their reach is narrow, consistent with focused oncology portfolios. Daiichi Sankyo and Eli Lilly reach above-average shares of oncologists but fall below average on quality: presence is not their constraint, the interaction itself is. Most of the field competes within a 15–45% reach band where quality is the decisive differentiator.
What Oncologists Value
The Attributes That Determine MSL Quality
Seven attributes drive the composite MSL Performance Score, weighted by how oncologists themselves allocate importance. Scientific Depth leads; Quality of Materials trails. A manufacturer can appear competitive in aggregate while posting critical gaps on the attributes oncologists weight most.
19%
18%
16%
15%
12%
11%
9%
Scientific Depth
Responsiveness
Communication & Engagement
Research Collaboration
Objectivity & Trust
Tailored Practice Relevance
Quality of Materials
Academic oncologists weight Scientific Depth first (20.3 pts); community oncologists weight Responsiveness first (22.3 pts) — a divergence with direct implications for how MSL teams should be calibrated by setting.
The MSL–HCP Journey
How Interactions Start, What They Cover, What They Produce
The dominant pattern: proactive MSL outreach triggers the interaction, the medical conference is the venue, and investigational pipeline data is the content that earns sustained engagement.
What Triggers the Interaction
MSL-Initiated Outreach
55%
Medical Conference
51%
Research / Clinical Trial
41%
Speaker / Ad Board
33%
HCP-Initiated Inquiry
20%
Peer Recommendation
20%
Sales Rep Referral
8%
Medical Info Request
8%
Topics of Value (% ranked top-3)
Pipelines & Investigational
55%
Research Collaboration
49%
Clinical Evidence
31%
Scientific Narrative
31%
Complex Patient Mgmt
29%
NCCN / Guideline Updates
29%
Peer Networking
24%
Biomarker / Genomic
20%
Treatment Sequencing
18%
Competitive Landscape
14%
Outcomes Reported
Knowledge Gap Closure
41%
Research Activity
39%
Peer Networking
37%
Peer Discussion
37%
Clinical Decision Refinement
35%
Congress / Ad Board
33%
Confidence Improvement
29%
General Awareness
29%
Medical Education & Speaker
24%
Internal Field Team Connectivity
18%
Oncologists credit MSL engagement with real clinical outcomes — knowledge closure, research activation, and peer influence rank well ahead of internal connectivity. The 18% on Internal Field Team Connectivity is the lowest outcome tracked, and its distance from the others may reflect HCP demand, MSL prioritization, or both — most teams are not currently measuring which.
Academic vs. Community
Two Audiences. Two Different Definitions of MSL Value.
Academic oncologists are evaluating MSLs against a scientific peer standard. Community oncologists are evaluating speed, practicality, and applicability to their patient volume. These are not nuanced variations on the same preference — they are structurally different engagement models, with different implications for hiring, training, and territory design.
Academic Oncologists
Treat MSLs as scientific peers and research connectors. Value pre-publication data, pipeline access, and advisory board opportunities — judge credibility against a research-center standard.
Knowledge Gap ClosureResearch ActivityPeer Discussion
Community Oncologists
Treat MSLs as practical clinical advisors. Want help applying evidence to real patients in high-volume settings — judge value against speed and immediate practice applicability.
Academic (n=27) and community (n=24) sub-samples are directional. Segment-level patterns should not be treated as statistically definitive.
Strategic Implications
Five Places to Close the Gap — or Widen It
What separates the field's top MSL teams from the rest is not budget or headcount. It is how well teams are built, deployed, and measured against what oncologists actually value.
Implication 01
Train on Two Attributes Independently — Not One "Quality" Variable
Scientific Depth and Responsiveness together account for 37% of stated MSL importance and represent fundamentally different capabilities. Scientific Depth is about intellectual credibility; Responsiveness is about operational reliability. Each requires distinct training methods, feedback mechanisms, and performance standards. Most coaching frameworks collapse these into a single quality variable, which means development investments often improve one at the expense of the other. Audit your coaching model to ensure both dimensions are assessed and developed independently, with separate feedback loops and distinct performance standards.
Implication 02
Treat Conference Deployment as a Relationship Strategy, Not a Logistics Exercise
51% of MSL interactions in this study originated from conference settings — second only to direct MSL outreach (55%) and well ahead of HCP-initiated contact (20%). Conferences are not supplementary to the MSL field plan; for many oncologists they are the primary touchpoint. Leaders in this study — particularly AstraZeneca — use conferences to initiate relationships, not just reinforce them. MSL teams without a structured conference engagement plan are conceding ground to teams that have one.
Implication 03
Pipeline Fluency Is a Competitive Differentiator — Not a Nice-to-Have
Pipelines & Investigational Data ranked first in topics where oncologists say MSLs add value (55%), ahead of Clinical Evidence (31%) and Scientific Narrative (31%). In oncology, HCPs are making sequencing and protocol decisions well before commercial launch — and they are evaluating MSLs on the quality of those early conversations. Companies that restrict MSLs to on-label content in these interactions remove themselves from the highest-value part of the engagement. Deploying MSLs with deep pipeline fluency early in the drug lifecycle is not a compliance question; it is a competitive positioning decision.
Implication 04
Redefine MSL Success Metrics Around What Oncologists Say Actually Happens
Knowledge Gap Closure (41%), Research Activity (39%), and Peer Networking (37%) lead the list of outcomes oncologists attribute to effective MSL interactions. Internal Field Team Connectivity trails at 18% — the lowest outcome tracked. Most MSL KPIs are still built around activity counts: calls made, decks presented, follow-ups completed. These metrics measure presence, not impact. Connecting MSL measurement to knowledge closure, research enablement, and peer influence would give medical affairs leadership a more honest view of where their teams are creating value — and where they are not.
Implication 05
Segment the MSL Engagement Model — Academic and Community Are Different Roles
Academic oncologists weight Scientific Depth first and report Research Activity as a primary outcome. Community oncologists weight Responsiveness first and cite Confidence Improvement and Clinical Decision Refinement. These are not variations on the same success criteria — they are different engagement models with different implications for hiring, training, and territory design. An MSL who excels at a KOL-focused academic relationship may be poorly calibrated for a community practice where speed and practical guidance matter more. Companies running a single MSL model across both settings are likely underserving one audience systematically. The data is clear enough to act on; the organizational will to differentiate is what varies.
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Methodology
The ZoomRx Oncology Medical Engagement Perception Report was fielded March–April 2026 among 51 oncology specialists (academic n=27, community n=24) — all of whom had interacted with at least one MSL team in the prior three months. Respondents rated every manufacturer's MSL team they had interacted with across seven weighted dimensions. The MSL Performance Score is a weighted composite of top-box ratings (6–7/7) across all seven attributes. All scores are perception-based — they reflect how oncologists experience and rate their interactions, not an objective audit of MSL activity or investment.