Why Oncology Marketers Need to Go Back to Basics

Posted by Carolyn Morrow on Oct 22, 2018 9:00:00 AM

Amy Marta and Malik Kaman co-authored this blog post with Carolyn Morrow.

The oncology market is evolving quickly, and with more than 600 products in the late-stage pipeline, the competition is fierce. “Me too” products are much more common and the pace of clinical data releases is at an all-time high, so as pharmaceutical companies are looking for opportunities to not only keep up but also get an edge on the competition, they’re looking to what’s new in oncology marketing. But is that the right question?  

When we look at how oncology marketing has operated over the last decade—whether marketing teams are from companies with big blockbuster drugs or have roots in general medicine, deep oncology expertise or startup-level experience—we see a number of common missteps that have snuck into daily practice and are hindering teams’ ability to excel with marketing. Maybe the question shouldn’t be about what’s the latest new thing in marketing but rather about getting back to marketing fundamentals to differentiate your brand from the crowd. 


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Using Novel Endpoints to Transform Oncology Clinical Trials

Posted by Malik Kaman on Jun 28, 2018 8:00:00 AM

Joshua Hattem and Matt Furlow co-authored this post with Malik Kaman.

To match the rapid changes occurring in cancer therapy development, oncology clinical trials are making a few changes of their own. As contemporary clinical trials break with tradition by infusing new, or different, outcome measures to better assess clinical efficacy, the results are encouraging: Single-arm phase I/II trials are gaining accelerated approvals using overall response rate (ORR) and duration of response (DoR) as proxies for survival and 72% of the oncology treatments reviewed by the FDA since 2006 gained approval based on response rate and progression-free survival endpoints.


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Showdown at the ‘IO’ Corral

Posted by Malik Kaman on Apr 5, 2017 9:00:00 AM

Checkpoint inhibitors (CPIs) and chimeric antigen receptors (CAR-Ts) have transformed the field of cancer immunotherapy over the past five years. So far, these therapeutic approaches have operated in mutually exclusive landscapes with CPIs focusing on solid tumors and CAR-Ts focusing on hematologic malignancies, but now they’re entering each other’s spaces. As PD-1/L1 therapies enter hematology, and as CAR-Ts expand into solid tumors, should we expect a showdown at the immuno-oncology corral? 


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From Acute to Chronic: Why We Need to Develop Product Strategies for Tomorrow's Patients

Posted by Malik Kaman on Nov 22, 2016 12:50:59 PM

Despite the dramatic number of unmet needs that still exist across many tumor types, we have made significant progress in treating some cancers. Since the early 2000s, novel treatment options have fundamentally changed survival rates in chronic myeloid leukemia, metastatic melanoma, HER2+ breast cancer, chronic lymphocytic leukemia and many others. These advancements mark an important and growing trend in the cancer treatment landscape: a shift from acute to chronic treatments. 


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Five Reasons That Positioning Matters in Oncology

Posted by Malik Kaman on May 6, 2016 8:00:00 AM

Many of us in the biopharmaceutical industry marvel at the tidal wave of new treatment options in oncology. This trend should only accelerate with literally hundreds of unique medicines in phase two and phase three trials across a variety of tumor types. But what are the commercial implications of this trend?


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