Oncology: The Disease, Dynamics and Challenges of Market Research
Oncology: The Disease, Dynamics and Challenges of Market Research

Oncology: The Disease, Dynamics & Challenges of Market Research

The cancer treatment landscape continues to evolve at speed. For all those working in oncology today, being able to adeptly respond to these shifts is imperative for brand success.

In an update of our 2023 edition of this paper, we combine new data from Ipsos’ Global Oncology Monitor with our current therapy expertise and market insight to outline the considerations and challenges for professionals who market, or conduct marketing research for, oncology products.

The fundamentals of the disease and its treatment are discussed, as well as specific facets such as biomarker testing impact, the ongoing rise of immunotherapy, Multi-cancer Early Detection Tests, and a discussion of the potential roles of artificial intelligence (AI) in future diagnostic and therapeutic paradigms. We conclude by looking at the implications for marketers.

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The author(s)

  • Pieter De Richter
    Pieter De Richter
    Regional Service Line Leader, Healthcare in APAC, Malaysia
  • Eric Blouin - Healthcare Custom, Ipsos
    Eric Blouin
    Senior Vice President, Healthcare Custom

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