3 new trends in oncology patient care and how pharma can help

Traditionally, pharmaceutical companies have focused most of their commercial strategies on oncologists rather than directly engaging patients. This was based on the assumption that patients play a limited role in treatment decision-making due to the complexity of therapeutic options. In fact, the delivery of cancer care in previous times was largely physician-led, with patients often relying entirely on the expertise and decisions of their oncologists.

Adapting to new realities in oncology

Reality 1: Patients are driving treatment choices

Traditionally, cancer patients were seen as passive participants in care decisions, leading pharma to target oncology consulting services. Today, that dynamic has shifted. Nearly half of the patients now seek multiple opinions before starting on a treatment plan and many switch doctors, even mid-treatment, if they feel unheard or lack trust in their provider.

Patients want clear communication, transparency and emotional support. They are not just accepting treatment plans; they are evaluating them. Even when treatment is effective, patients may move on if their doctor lacks empathy or dismisses their concerns.

Opportunity for pharma: Companies must prioritize patient engagement. Supporting informed decision-making and fostering trust can enhance the overall treatment experience and improve emotional outcomes.

Reality 2: Patients want transparent and continuous support

Cancer treatments often come with harsh side effects that can make patients feel worse than the illness itself. By tracking and managing symptoms, patients are more likely to stay on track with their treatment plan and improve. This is in contrast with the “effective molecule” mindset of some pharma companies, which overlooks the importance of the patient-care team. Bad experiences may lead to patients switching treatments.

Patients want clarity in what they can expect and proactive discussions about side effects and their prevention and management. They also want accessible care teams that can address their physical and emotional needs. When unclear about their diagnosis and treatment, patients may turn to unreliable sources for getting information, frustrating oncologists.

Opportunity for pharma: Pharma can address this challenge by supporting accessibility of trusted resources, such as patient testimonials and tips in visual formats, to help ease patient concerns. Additionally, dedicated professionals available to answer questions and offer support can also help reduce the strain on care teams.

Reality 3: Digital solutions must be paired with personal support to meet patient needs

Digital tools, like symptom trackers, second opinion finders and paperwork organizers can also improve patient experience. However, they cannot replace the empathy and direct support received from the care team. Many patients believe that emotional support from their care team is vital. They seek connection with others on the same treatment journey, whether through their care team, family or fellow patients.

However, many patients report feeling disconnected due to their physicians not taking calls or nurses being overwhelmed with administrative tasks, like prior authorizations.

Opportunity for pharma: The solution is not to overwhelm patients with brand-specific apps, but to assist care teams and patients with a more tailored approach to digital solutions by understanding which support services patients want from digital solutions and which services they want from a person.

Whether it is oncology care or life sciences solutions, the fact remains that when patients are informed about their condition, treatment choices and possible outcomes, they feel more in control and are more engaged. This presents pharma with an opportunity to move past outdated assumptions and support both patients and providers with tools and resources that empower patients and their families, along with their doctors. By doing so, pharma companies can help improve both the treatment experience and long-term outcomes.