Undercurrents at ASCO: The Innovation that May Hide and Why It Matters | RevHealth

With ASCO 2025 just days away, I’m dusting off my conference-friendly shoes and preparing to join the throngs of oncologists, researchers, and industry leaders descending on Chicago. As a medical strategist at RevHealth, a healthcare communications agency deeply rooted in science and medicine, I’m attending with a slightly different objective: to surface innovations that may not make the front page but could redefine the landscape for pharmaceutical innovators.

At RevHealth, our mission is to support oncology brands by transforming complex science into clear, compelling activation strategies. Whether launching a new therapy or reinvigorating a mature brand, we help our clients find their edge through scientifically driven, commercially effective, innovative narratives. ASCO is a goldmine for that kind of thinking.

What I’m Watching

The main-stage sessions and late-breakers will be big, and I’ll be there. But what I’m really looking for are the undercurrents that may not get as much attention—yet.

• Emerging biomarkers that move beyond the usual suspects and unlock new stratification models
• First-in-class targets being explored in translational and early-phase studies
• Rare cancers with new signals or repositioning potential
• Practical tools for trial optimization, prognostic modeling, or molecular profiling (AI might be one, but not the only one)

Why do these matter? Because these early signals often hint at tomorrow’s value propositions. For brand teams and marketers, the opportunity lies in seeing the commercial implications before they become mainstream.

A Molecular Lens on What’s Next

As a molecular cell biologist turned medical marketer, I've always worked to simplify complex systems. That shapes how I read data and trends—not just at the surface, but in how they might evolve.

At ASCO, I’m especially attuned to the ways mechanistic insights can be translated into real-world impact. That could mean a new route to tumor-agnostic claims, a newly defined population with high unmet need, or an unconventional approach with storytelling potential.

And that matters for pharma brands. In crowded classes (hello, checkpoint inhibitors), differentiation won’t come from mechanism alone—it’ll come from how well you translate science into meaning. This is especially true in rare and ultra-rare settings, where storytelling must be precise, personal, and scientifically bulletproof.

Oncology is crowded, but that doesn’t mean every brand has to blend in.

From Data to Medical Strategy, and Beyond

So what does an “under-the-radar” ASCO abstract have to do with your brand's impact?

Plenty.

• Product positioning: A biomarker insight might unlock tumor-agnostic framing.
• Trial design: New endpoints or stratification strategies could shift the way you tell your clinical value story.
• HCP and patient engagement: Understanding how AI is influencing diagnostics and access could reshape your omnichannel approach.

This isn’t about chasing every trend—it’s about identifying the ones with real commercial gravity before they hit the mainstream.

Let’s Talk—On the Ground or After the Show

I’ll be walking the floors at McCormick Place, digging through sessions, exhibits, and conversations with an eye toward what’s next. If you’re attending ASCO and share an interest, let’s talk about how to turn science into strategy that works.