Navigating an increasingly complex oncology landscape with a view from the APEX

We have witnessed a radical transformation in cancer care in the last 20 years with the rise of immunotherapy, targeted therapies, precision medicine, alongside advancements in surgery, diagnostics and patient support.

Cancer is a less prevalent cause of death today than it was at the turn of the Century. Despite great progress (Cancer Research UK puts the fall in prevalence of death caused by cancer at 16% in that period), there is still major work to do to eradicate it as a major killer.

While innovation in oncology holds great promise, the challenges in bringing it to patients are becoming ever more complex:

• Limited and unequal access to diagnostic testing
• Difficulty generating evidence among smaller patient populations
• New patient populations emerging, including a rise in cancer incidence from those in under 50s of certain cancers
• Crowded industry pipelines with limited differentiation between products
• Shifting regulatory and payor landscapes
• Multiple competing priorities for limited health system budgets

These challenges are a shared problem for all parties: health systems trying to maximise population health from limited resources, clinicians seeking to prescribe the best therapies for their patients, and patients valuing improvements in survival and quality of life.

Collaboration is often talked about as a panacea that can help overcome many of these challenges but the reality for many stakeholders (already under pressure due to the demanding nature of their core responsibilities) is that they may struggle to find the time and or head space needed to engage meaningfully.

It is within this complex, noisy and busy environment that life science companies look to launch new innovation.  

How Aurora can help

At Aurora, this is a world in which we are very familiar and one in which we are deeply experienced helping our clients to navigate to create genuine impact with product launches.

Our approach is always strategy-driven using our proprietary APEX model; we take an in-depth look at the landscape, understanding the barriers and motivators for engagement of all priority stakeholders and identify traction-winning territory for our clients versus their competitors.

Four reasons why Aurora is an essential strategic partner for industry working in oncology:

1. Integrated offering: Our team includes experts across strategy, creative, communications, marketing and patient engagement who integrate to drive measurable progress for our clients.  
2. Proven track record: We understand the oncology landscape and work with our clients to generate strategic solutions thanks to our in-depth experience across multiple solid tumour types as well as haematological malignancies.
3. Precision in client service: We pride ourselves on working as an extension of your team, operating with agility and a collaborative ethos to co-create solutions that drive lasting impact in oncology.
4. Local insight drives Global impact: Oncology is a truly Global health priority, requiring joined up solutions. With offices in London, Washington D.C., New York and Chicago and a network of healthcare specialist agencies in 60+ markets, we create Global impact by connecting local expertise and insight.

We know what happens when product launch falls flat; stakeholder apathy, reputational stagnation and a commercialisation that is remembered for the wrong reasons or not at all.

Keen to learn more?

This is the first in a series of articles on oncology. The next will focus on our experience. If you would like to set up a call to learn more, please contact stephen.ofarrell@auroracomms.com.