Oncology: The Disease, Dynamics & Challenges of Market Research

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.