Over the course of my career (more years than I care to count), I have had the privilege of partnering with some of the most innovative companies in health care to promote, advertise, and commercialize their products. Those relationships have led me to conferences in places like Las Vegas, Austin, and Cannes. But not Chicago.
That changed this June, as I attended ASCO 2025. This was science at its sharpest—dense, data driven, and rigorously clinical. And yes, I’ll admit it, quite a bit of the content went straight over my head (I have a renewed respect for anyone fluent in oncology acronyms).
I went in expecting groundbreaking research, and I got it. What I didn’t expect—and what truly stayed with me—was how often even the most technical presentations were anchored in the real lives of patients. Whether discussing biomarkers, CAR-T therapies, or AI in diagnostics, many speakers framed their insights through the lens of patient experience, access, and outcomes.
In a conference filled with high science, patient-centricity took center stage.
It was clear that the future of oncology isn’t just about the next big molecule—it’s about the systems, tools, and communications that ensure patients actually benefit from those molecules. For commercial leaders, this shift is more than philosophical—it’s deeply strategic.
At RevHealth, our work is rooted in translating complexity into clarity. While I didn’t follow every molecular pathway or statistical nuance, I attended ASCO with the mindset of a commercial strategist. What will this mean for how new therapies are adopted? How do we position brands in a way that feels both scientifically credible and humanly relevant?
Key themes like health equity, real-world data, and precision medicine were not just scientific discussions—they were clear signals about how pharma brands must evolve to meet market demands and societal expectations. What is the implication for marketers? We must build brands that are data smart and deeply empathetic.
Much of what I observed at ASCO has near-term relevance for pharma marketers and brand leaders. Innovations in personalized care and diagnostics will require new messaging architectures. The push for equitable access will influence payer strategy, and the trend toward patient-first clinical narratives will reshape how we define value in launch planning and HCP engagement.
This isn’t just about what your brand says—it’s about how it lives in the context of the patient’s journey.
ASCO 2025 challenged me to think more holistically about how we help our clients succeed—not just commercially but meaningfully. The experience underscored the importance of combining sharp scientific strategy with storytelling that resonates beyond the data.
If we want to help our clients stay ahead in a fast-changing oncology landscape, we must keep one eye on the science and the other on the patient.
Let’s continue that conversation. If you attended ASCO—or are navigating what comes next—I’d love to connect and compare notes. Drop me a message or reach out directly.