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

What does programmatic advertising mean for your pharma marketing strategy?
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
Blue Latitude Health
How to measure marketing success: profit vs ROI
Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.
Blue Latitude Health
Perspective on biotech leaders
In the latest issue of Perspective magazine, seven industry trailblazers reveal the trends, challenges and opportunities they anticipate in the biotech sector, from empowering patients to deciphering big data.
Blue Latitude Health
Global customer research in healthcare: 10 tips for capturing insights that matter
What makes a strong brand? One global core coupled with sensitivity to regions and countries. In part two of our series on customer insight and behaviour change, we share our tips on optimising global customer research projects to ensure you get the balance right in an efficient way.
Blue Latitude Health
Achieving deep understanding of healthcare customer behaviour
In part one of a series on customer insight and behaviour change, Martine Leroy reveals a behaviour framework for gathering sharp insights used to help brand managers and marketers achieve their business goals and create a customer-centric strategy.
Blue Latitude Health
How do you define a biotech company?
In the coming weeks we will be releasing a report that looks in detail at the commercial challenges and opportunities that a modern day biotech company faces. But before then, we wanted to define the playing field – what actually is a modern-day biotech company?
Blue Latitude Health