European prostate cancer treatment is changing - what are the opportunities for marketers?

Jeremy Poland|3rd August 2016

In this article, Consultant Jeremy Poland examines some of the key dynamics in prostate cancer multi-disciplinary teams across Europe. He will cover what we mean by multidisciplinary team, who the key stakeholders are in prostate cancer, the critical trend we are currently seeing, and the opportunities this provides to healthcare marketers operating in the area.

What is a multi-disciplinary team?

Expressed very simply, a multi-disciplinary team (MDT) represents a number of different medical functions that are involved in the management of patient care. The term MDT is itself a very British expression – across Europe the model may be referred to in a number of ways (e.g. Clinical Tumour Board, Academic Tumour Board, Multi-Specialty Practice etc.), and may be implemented with varying degrees of formality. 

In oncology, the existence of MDTs is actually nothing new. In fact, we can look back 50 years or more to the US and can find a cousin of the existing model in the form of educational tumour boards. And until relatively recently, that is exactly what they were – educational. It was the in the late 90s and early 00s when the UK, driven by public and political pressure to improve the consistency of patient care, reformed the provision of cancer services to include regular multidisciplinary meetings as a way to formally implement the MDT model. A key goal of this transformation was to improve communication between medical functions whilst also ensuring decision making was evidence based and improving continuity of care and outcomes for patients.

Such was the success of this approach in the UK, many other European countries began to follow suit and adopt the MDT model for cancer care in their region.

Key stakeholders in prostate cancer MDTs

Of course healthcare systems across the EU have their idiosyncrasies, and as such, those stakeholders involved in the management of prostate cancer (and indeed their degree of involvement) varies by region. Broadly speaking, however, the key members of an MDT will include a urologist, medical oncologist, radiation oncologist, radiologist, pathologist, pharmacist, and clinical nurse specialist – who often fulfils the role of MDT coordinator or key worker. These functions will make up the group, panel or board depending on the preference of the region.

Understanding COVID-19 and varying responses across the globe

Lauren Fernandes|28th July 2020

At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.

read more

Delivering impactful customer engagements in COVID-19

Blue Latitude Health|14th July 2020

Blue Latitude Health, and our parent company Fishawack Health, have developed exclusive intellectual property, processes and tools to ensure you’re engaging customers in the right way. View our service one-pagers below to find out how we can help solve your challenges whether you’re in a medical, brand, portfolio or an above brand role.

read more

Top 5 tips for a multi-indication product launch

Sana Rahim|8th July 2020

Senior Associate Consultant Sana Rahim and Senior Consultant Victoria Clark explain the lessons the team has learned from launching six different indications of an oncology product in an accelerated timeframe.

read more