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

Genetic counsellors: the new healthcare influencers?
Blue Latitude Health explores the relationship between physicians and genetic counsellors, and the impact this has on turning precision medicine into a reality for oncology patients.
Blue Latitude Health
Mastering the precision medicine opportunity
The rise of precision medicine will transform the pharma business model, challenging the way we commercialise therapies. BLH Senior Consultant and precision medicine expert David Cooney, reveals how you can plan for this change.
Blue Latitude Health
Medopad: the up and coming unicorn transforming remote patient monitoring
Blue Latitude Health speaks to Medopad’s Martha Carruthers to learn how the start-up’s modular apps are helping patients with complex diseases.
Blue Latitude Health
Bringing the NHS into the 21st century
As the NHS celebrates its 70th birthday and a £20bn “birthday gift” from the UK government, we find out how one company is delivering what the National Health Service really needs – a financially sustainable method of healthcare management. Dr Kruti Patel Clinical Operations Manager at virtual healthcare provider Medefer tells us more.
Blue Latitude Health
Successful brands tell stories
Creating a strong brand story is the first step in developing a successful pharma brand. Here, Head of Insight Martine Leroy and Jocelyn Coutinho reveal the tools and techniques they use to create a narrative that makes an impact.
Blue Latitude Health
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