Bristol Myers dominates list of the most seen ASCO display ads, muscling out Merck and Pfizer

Bristol Myers Squibb went big on display ads at this year's American Society of Clinical Oncology (ASCO) annual meeting. That is one of the takeaways of ZoomRx’s analysis of the online activities of oncologists, which showed promotions of Bristol Myers’ cell therapies Abecma and Breyanzi were the most seen ads.

ZoomRx, which has an omnichannel tracking offering, found oncologists saw display ads on more than 40% of the pages they visited during the conference. On average, the oncologists encountered 2.5 ads on each page. Competition for the eyeballs was intense, with more than 20 brands advertising on websites affiliated to ASCO during the conference. 

A breakdown of the share of voice across 140 branded oncology ads suggests Bristol Myers made a big push at the event. Abecma, Bristol Myers and 2seventy bio’s BCMA-directed CAR-T cell therapy, had the largest share of voice, accounting for 18% of the activity in the week of the ASCO meeting.

Bristol Myers claimed the second spot, too. The drugmaker’s CD19-directed CAR-T cell therapy Breyanzi claimed an 11% share of the ad market, putting it joint second with Merck & Co.’s checkpoint inhibitor Keytruda. Bristol Myers’ promotion of Abecma and Breyanzi comes as it works to hold off Johnson & Johnson in the BCMA space and win market share from Gilead Sciences and Novartis in the CD19 market. 

The fourth drug on the share of voice table, Pomalyst, is another Bristol Myers product. The multiple myeloma drug captured 10% of the activity. While Pomalyst is older, with market exclusivity set to end in Europe next year and generic competition in the U.S. expected in 2026, Bristol Myers keeps pushing the product and growing sales amid demand for triplet-based regimens in earlier lines of therapy.

With Bristol Myers claiming three of the top five spots, Merck’s Keytruda and Pfizer’s breast cancer drug Ibrance are the only other products on the display ad leaderboard. Ibrance accounted for a 6% share of voice. All other brands, which ZoomRx didn’t name in its ASCO post, accounted for the remaining 46% of the share of voice. 

ZoomRx also looked at the therapeutic areas that oncologists read about, revealing that breast cancer accounted for 14% of time spent on sites in the ASCO network. Breast cancer was trailed by lung cancer, colorectal cancer and melanoma on the list of therapeutic areas with the most time spent. 

The 2023 meeting website was the most visited part of the ASCO network, accounting for 44% of visits. Oncologists spent 15 minutes on the meeting website, on average, and often viewed the program guide. A series of breast cancer presentations was the most popular session. ZoomRx looked at third-party sites too, revealing oncologists visited and Pharma websites are absent from the list.