The future of customer engagement in biopharma

The oncology landscape is evolving rapidly. With novel therapies and personalised options, patients are living longer and accessing care in ways that wouldn’t have been possible a decade ago. Yet with scientific advances comes the need to match strategic progress with empathy. Medical affairs teams must go beyond the clinic to embrace the realities of patient experience.

This article explores how medical affairs can ensure oncology innovation is grounded in real patient needs by embedding patient voices into strategy and steering the field towards true patient-first care.

Historically, oncology success has been measured by endpoints like tumour shrinkage and survival rates. However, as patients live longer, their challenges shift. Survivors often face chronic physical, emotional and cognitive effects that deeply impact their lives. Innovation alone isn’t enough; to deliver meaningful progress, scientific innovation must reflect these realities. Medical affairs is uniquely positioned to ensure that innovation translates into impact for those it’s meant to serve.

Traditionally, medical affairs has served as custodians of data, translating complex findings for healthcare professionals (HCPs) and supporting regulatory and commercial functions with evidence-based insights. While those remain vital, the role has expanded. Today, it’s about balancing science with the patient voice.

This growing presence of patient voices at ASCO is emblematic of the wider industry shift, and medical affairs teams are increasingly expected to bring that same level of awareness into internal strategy and external engagement.

This shift calls for deeper patient engagement, redefining impact through a human lens. Not just survival, but the quality of that survival.

Many new cancer therapies prolong life, but the journey doesn’t end with remission. Survivors, especially those diagnosed young, face effects like cardiovascular disease, cognitive decline, fertility issues and secondary cancers in later life.

According to the National Cancer Institute, 60-90% of childhood cancer survivors develop chronic conditions, with up to 80% experiencing severe complications.¹ These statistics underscore a critical truth: innovation must extend beyond clinical outcomes to long-term well-being.

Medical affairs can lead the charge by broadening data collection in trials, advocating for patient-reported outcomes and ensuring HCPs are equipped to guide patients through survivorship. Importantly, this work demands ongoing engagement, not one-off touchpoints.

One of the most impactful shifts in oncology is the inclusion of patients earlier in the R&D/clinical process; no longer simply end users, patients can help shape trial protocols and provide strategic decisions.

Mechanisms such as advisory boards or steering committees can help medical affairs teams capture real-world input on trial logistics, like the burden of travel or invasive procedures, helping ensure designs are practical and inclusive. Patient voices help flag elements of trial design that may be too demanding or misaligned with lived experience, insight that clinicians may not always be equipped to provide. Embedding these voices ensures innovation is effective, accessible and aligned with the lived experience.

Despite the emphasis on patient involvement, there’s a risk of tokenism, where inclusion becomes symbolic rather than meaningful. A single patient cannot represent all experiences, especially without support or structure.

True patient-centricity requires:

• Asking the right questions beyond clinical outcomes, exploring daily realities, emotional impact and long-term challenges
• Actively listening, creating space for patients to speak freely
• Ensuring diversity of voices to reflect various demographics and disease experiences
• Embedding feedback to evolve strategy and research with patient needs.

Innovation will continue to drive oncology forward. But without intention – without listening to the people it serves – it risks missing the mark. Scientific progress must be matched by human insight.

Medical affairs, situated at the intersection of data and dialogue, is primed to lead this shift. By partnering with experienced consultants and patient advocacy experts, teams can build more nuanced strategies, close unmet needs and ensure research resonates in both clinical and real-world settings.

The future of oncology will not be measured by tumour regression alone. It will be defined by how well we support patients across their entire journey, throughout and beyond treatment. As stated earlier, this shift calls for deeper patient engagement, redefining impact through a human lens. Not just survival, but the quality of that survival.

References
1. https://www.cancer.gov/types/childhood-cancers/late-effects-hp-pdq#section_1.47