How Oncology’s Changing, and How to Change With It 

In the fast-evolving oncology landscape, brands often fall short in supporting healthcare professionals (HCPs) in making confident treatment decisions, and as a result, they miss opportunities to improve patient outcomes. Asking the wrong questions, missing the key insight, being a heartbeat too slow – these are some of the common errors that lead to oncology brands not doing enough to help HCPs and protect their brands, in a landscape seeing ever more upheaval.

Increasing complexity in oncology

Change and uncertainty are growing in oncology every day: in what we know about the disease; in what treatments we’re discovering for it; in the way oncologists practice; and in the ways regulations and politics are affecting it.

Oncology brands must move and change even faster to stay ahead of the landscape’s rapid evolution. But how?

Oncology is one of the most complex specialties, with one of the most rapid paces of change, both in terms of medical science and now, in terms of the regulatory landscape.

As oncology innovation continues, the specialty becomes more complicated. As Genentech’s Courtney Aberbach told OncLive, “Our growing understanding of the biology of cancer has made the disease more complex to manage and treat.” This has led to physicians specializing in smaller categories within oncology, and to smaller practices selling or consolidating.

Burnout among oncologists

According to ASCO, “most oncologists are dissatisfied and burned out,” – a dramatic statement, but one that has been reflected in other recent research as well. Why are oncologists feeling the burnout? For one, workload and time pressures, combined with the constant need to stay updated on the latest research, therapies, and treatment protocols, have created an environment where many oncologists feel overwhelmed. They’re not only facing the rapid pace of scientific discovery but also the deluge of often conflicting or unclear messaging from numerous pharmaceutical brands. This flood of information, combined with the need to make crucial decisions quickly, is leading to burnout.

Additionally, information is more readily available than ever, and patients often do a lot of research on their own. The gap between their knowledge and that of HCPs can lead to even more pressure, further complicating the decision-making process.

Succeeding in this space requires a brand to stay ahead in three realms simultaneously: ideas, strategy and execution.

Ideas

Success in oncology marketing starts with identifying what your audience truly needs to make confident treatment decisions. It’s not just about delivering the most cutting-edge science; it’s about providing clear, actionable insights that resonate with patients, caregivers, and HCPs alike.

Strategy with human ingenuity

In a space as fast-moving and complex as oncology, success is not just about cutting-edge technology — it’s about applying that technology in creative, human-centered ways. The strategy must leverage both technology and human ingenuity to truly make an impact.

Execution

By being nimble and evidence-based, oncology marketers can ensure their strategies are not only aligned with the science but also responsive to the human side of care, adapting to challenges and changes as they arise.

Oncology brands need to move even faster, and more accurately, than oncology does: discovering truths others are missing; getting data signals faster; shaping the market more effectively. The pace is not going to get slower, and the field is not going to get simpler.

We know that navigating the complexities and maintaining a balance while making the right decisions is challenging. With over 23 years of experience and a portfolio of more than 140 oncology brands, including 39 successful launches, we leverage advanced AI technologies to stay ahead of industry trends. We possess the expertise to effectively engage HCPs through reps, MSLs, communications, and a comprehensive surround-sound ecosystem using EVERSANA ORCHESTRATE^™, the tool we’ve developed to achieve this.