ASCO 2025: Preparing for the tumor’s next move

As a molecular signaling aficionado, I have long been fascinated by the behavior of cells and their adaptability to circumstances, whether stimulating or deadly. Therefore, at ASCO 2025 it was easy to be drawn in, and perhaps a bit difficult not to be overwhelmed, by the abundance of discussions around evolving treatment strategies, new target candidates, and emerging molecular markers. The refrain seemed to be, “When the tumor progresses, what comes next?”

Evolving strategies for evolving tumors

A number of discussions at ASCO highlighted how treatments actively sculpt tumors, driving new genetic alterations, non-genetic adaptations (phenotypic plasticity, epigenetics), metabolic reprogramming, and tumor microenvironment (TME) remodeling, to name a few.

It’s a powerful reminder of cancer's relentless evolution and ambition to resist treatment. Any therapy, even if life-changing, could also force the emergence novel tumor cell populations that defy it.

Adaptive therapy, also known as evolutionary cancer therapy,¹ may be part of the future of cancer treatment. ECT comprises a number of potential strategies including pauses, dose de-escalation, resequencing, biomarker-guided treatment decisions, and more. These approaches are gaining traction, signaling the need for marketing strategies that reflect the same level of flexibility and foresight.

Some signals from ASCO 2025

Numerous presentations, from the plenary to the posters and education sessions, touched on this challenge from various angles. A tiny fraction of the examples:

• Baseline subclones matter: minor tumor cell populations may predict treatment failure²
• Combination logic is evolving: Concurrent oncogenic driver mutations and tumor polyclonality may inform tailored, evolutionary-guided approaches³
• AI may help find cells hiding in the shadows: AI-assisted HER2 IHC scoring can help pathologists find HER2-low and HER2-ultralow cells that otherwise escape notice and appropriate treatment⁴
• Acting on molecular progression is reality: Addressing resistant clones early when still only molecularly detectable may increase the likelihood of eradication⁵
• Resistance-driving environments can be improved: Correcting microbiome dysbiosis may provide a more favorable environment for immunotherapy effectiveness⁶

A Call to Action for Pharma Marketers

If therapy shapes tumor biology, then brand strategy must reflect that evolution. Oncology marketing is moving from fixed narratives to a more dynamic, longitudinal approach.

1. Position for an Evolving Disease Landscape Position brands around long-term disease management. Emphasize durability, quality of life, and strategic flexibility.
2. Clarify the Science Behind Complexity Make the rationale behind complex regimens accessible, especially for adaptive dosing, sequencing, and novel combinations.
3. Make Data Work in Practice Bring predictive biomarkers, liquid biopsy, and AI-based approaches into the commercial conversation in a way that's practical and actionable.
4. Activate the Full Care Ecosystem Adaptive strategies require alignment across oncology, surgery, pathology, nursing, and more. We must equip all stakeholders to understand the evolving treatment landscape.

ASCO 2025 didn’t introduce these ideas for the first time, but it underscored their urgency and brought them just a bit closer to clinical practice. While past meetings often spotlighted molecular or technological innovation, 2025 grounded that innovation in context—focusing on how, when, and for whom to apply it. In line with this year’s presidential theme, The Art and Science of Cancer Care: From Comfort to Cure, the meeting championed a more integrated approach: discovering better therapies is only part of the equation; equally critical is designing smarter strategies to deploy them in real-world care.

For oncology marketers, the challenge is clear: craft strategies, narratives, and tools that reflect the evolving interplay between therapy and tumor biology—and equip stakeholders to navigate what’s next with confidence and clarity.

References:

1. Soboleva A et al. NPJ Syst Biol Appl. 2025;11(1):56. doi:10.1038/s41540-025-00528-8

2. Bharde A et al. J Clin Oncol. 2025;43(16 suppl):6036. doi:10.1200/JCO.2025.43.16_suppl.6036

3. Jhaveri KL et al. Education session presented May 30, 2025. After a CDK4/6 Inhibitor: State of the Art in Hormone Receptor-Positive Metastatic Breast Cancer

4. Mulder D et al. J Clin Oncol. 2025;43(16 suppl):1014. https//doi.org/10.1200/JCO.2025.43.16_suppl.1014

5. Turner NC et al. J Clin Oncol. 2025;43(17 suppl):LBA4. doi:10.1200/JCO.2025.43.17_suppl.LBA4

6. McQuade JL et al. Education session presented May 31, 2025. The Microbiome's Influence on Cancer Therapy: Insights and Innovations