The outlook for oncology marketing

Fred Bassett, David Cooney|2nd October 2018

Oncology, like so many areas of medicine, is constantly evolving, and few therapy areas have benefited more from advancements in genomics than cancer. Now, these innovations are starting to reach patients, and this means the way we differentiate products and deliver exceptional customer experience is changing, too.

The FDA’s novel breakthrough status has led to rapid approval times and faster regulatory, payer, and guideline adoption, meaning for a launch to be successful, speed to market has to be a priority.

The movement from volume to value focuses the industry on better patient outcomes, which are fueled by complex diagnostic tests and will drive healthcare professionals and patients to request more specific information. To serve this need, greater collaboration between medical and marketing functions will become integral.

Meanwhile, significant numbers of products are entering the market simultaneously, reducing the length of time a novel agent remains novel. On the one hand, this is great news for patients who deserve pricing competition. On the other, the role of a brand’s competitive strategy will change.

It will be applied earlier in the product development process and will have a greater impact on the clinical development program before it reaches the marketing and sales stage and fulfills its traditional role.

At Blue Latitude Health, we’re experts in operating in novel spaces. As a creative marketing consultancy, we combine the commercial focus of a consultancy with the creativity of an agency. This, coupled with our expertise in precision medicine and immuno-oncology, ensures we can provide the end-to- end support our clients need to transform patients’ lives.

Download the eBook to learn about: 

- The marketing playbook, from DTC oncology to patient and HCP engagement trends 

- The latest treatment advancements 

- How market access is marching towards value-based outcomes 

- The new era of data analysis

- The future of oncology. 

 

 

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