Please login to the form below

Products as portfolios: positioning immuno-oncology products

The last few years have seen a huge proliferation in the number of products entering the oncology space, with a lot more currently being investigated in clinical trials. Effective positioning in this situation is vital to cut through the noise, so we've outlined some key learnings from our extensive experience in this area.
The last few years have seen a huge proliferation in the number of products entering the oncology space, with a lot more currently being investigated in clinical trials. This is flooding the marketplace with treatment options but also bringing a great level of confusion to physicians, payers and patients.

Effective positioning in this situation is vital to cut through the noise and allow your customers to short-circuit a treatment decision when they diagnose a patient with a particular disease. Immuno-oncology products are bringing even greater complexity to this problem.

Here, we outline some key points we've learned from our recent extensive experience in this area.

Cancer care has changed for the long-term

The cancer landscape is changing. Immunotherapeutic advances are driving significant improvements in treatment options for sufferers of many types of cancers and blood disorders. These changes, in turn, are having a fundamental impact on approaches to treatment and standards of care in the same way that surgery, radiotherapy, and chemotherapy have done in the past.

Changing the structure of the market in this way is leading to a lot of excitement amongst stakeholders of all kinds, from patients and carers to specialists and nurses. However, we are reaching a stage now where we cannot just rely on the ‘immuno-oncology’ trend in order to generate buzz.

The buzz surrounding ‘immuno-oncology’ makes it difficult to delineate between the different mechanisms of action and real benefits brought by these new products. 

This means that it’s necessary to show specificity and differentiation; particularly across and between inhibitory and activating targets of the novel immunotherapeutic products of today.

Within solid tumours, checkpoint inhibitors, particularly PD-(L)1s, are the source of a lot of excitement, as many have shown genuinely astounding improvements in survival over previously established standards of care. These products work across a multitude of tumour types, and opportunities for further developments and trials seem to be ceaseless. In addition, developments in oncolytic viruses mean the options for patients with certain solid tumours are ever-expanding. Within blood cancers, PD-(L)1s and also monoclonal antibodies, in particular CD38s, are redefining the approach to treatment.


Download the full article from Blue Latitude Health

9th August 2016

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health
Crusader House
145-157 St John Street
London
EC1V 4QJ
United Kingdom

Latest content on this profile

Training the next generation of biotech leaders
Blue Latitude Health speaks to Dr Ivan Wall, Reader in Cell & Gene Therapy Bioprocessing at University College London, to find out about the future of cell and gene therapy, the impact of Brexit, and how the next generation is paving the way for innovation.
Blue Latitude Health
Trending: using social media to understand your pharma market
Blue Latitude Health Senior Associate Consultant Jiayi Chen explains how you can use social media to get under the skin of customers and your competition.
Blue Latitude Health
The Challenges Of UX In Healthcare: Technology To Change Lives
Blue Latitude Health Director and Head of Customer Experience Elisa Del Galdo explores the latest digital healthcare trends and reveals the innovations changing the sector today.
Blue Latitude Health
Medical information in precision medicine
Global Medical Information Leader James Oughton reveals the top trends in medical information and precision medicine.
Blue Latitude Health
Behavioural insights to navigate complex healthcare markets
Blue Latitude Health Head of Insight Martine Leroy reveals how her team uses behavioural insights to help develop strong pharma brands and services, which successfully navigate complex situations.
Blue Latitude Health
Biotech: it's a people business
Nancy Hunter is the Marketing Director at a cutting-edge pharmaceutical company. Here she explains how a sharp focus on patients’ needs is driving a new operating model for marketing first-in-class drugs, and she describes how her mother’s experience as a cancer patient has shaped her own outlook on healthcare.
Blue Latitude Health