By Jennifer Gallo, EVP, Global Client Partner at Inizio Evoke Comms
I recently attended the annual meeting for American Society of Clinical Oncology (ASCO) alongside some of our colleagues and clients as the world of oncology came together for the biggest conference of the year. While KOLs took the stage to present exciting news across the cancer continuum—from big developments across multiple lung cancer therapies to the potential for vaccines targeting melanoma to insights into sequencing for breast cancer patients—the exhibit hall was also full of key takeaways relevant to our work. Looking across the bevvy of content spanning scientific breakthroughs, patient-centric commitments and more, we spent the weekend digging into the collective story on cancer from across the industry.
Three comms takeaway themes:
Inclusive Research
As the population ages and people live longer, a cancer diagnosis will unfortunately become a reality for more and more people. Prevention, screening and early detection remain a priority among the advocacy corner at #ASCO24, hoping to drive earlier intervention for better health outcomes. But barriers exist around outreach, education and trust in the medical community for certain demographics where people have been historically underserved, disregarded and discriminated against in the healthcare system. Companies throughout the hall were quick to share the ways in which they are partnering with patients and advocacy groups to break down these walls with a more patient-centric approach, including exciting pushes to drive better inclusivity in trials with regards to gender identity. It’s incredibly important for the people whose lives have been impacted by cancer to get a seat at the table if we’re to make today’s amazing scientific discoveries accessible to everyone.
Corporate Reputation & Identity
Going beyond the science, many organizations were pushing their corporate story, with narratives around their sustainability goals, advocating for greater health literacy and recruitment for new talent. We know that customers’ trust in a company is directly tied to the feeling of authenticity and a belief that a brand’s values and priorities reflect their own. Driving a discussion around the link between health and climate change, the tremendous value a diverse workforce brings to the table and a responsibility to underserved communities is likely to resonate, especially among the younger generations of oncologists. From a communications perspective, it’s exciting to see companies letting their personalities shine through as a key differentiator alongside their promising pipeline.
Holograms & Houseplants
The consistent décor trends in the exhibit hall summarize the overall messaging vibe at this year’s #ASCO24: an intersection of life and science. While some companies went all-in on one or the other, there was a definite focus on finding the perfect balance to center the patient experience alongside the MOAs and data that were driving discussion. With new mechanisms, pathways and targets driving the debate from the press office and presentation halls, companies were clearly trying to complement in the exhibit hall with more organic touches that brought attendees back to the lives at the heart of the matter—those who are able to walk that line the best will likely stand out from the crowd looking to wow with striking visuals alone. We know the cancer experience is personal, whether you’re a patient, care partner or provider, so tapping into that human element is essential in health comms.
For me, being on-site alongside colleagues across Inizio was an important reminder of the many ways we’re supporting our clients and the critical research and innovation being done in cancer—from our team at Inizio Evoke Comms, which is focused on using the power of communications to advance health and well-being around the world, to our incredible medical team translating complex science into language patients can understand to our creative geniuses bringing the science to life through engaging and interactive booth experiences. Getting to gather together from across the family of companies felt like a new chapter, and we look forward to what the future holds.
As healthcare continues to evolve, our mission at Inizio Evoke remains the same, to make health more human™—an approach that clearly aligns with some of the most exciting stories being told on the blue carpet this year at #ASCO24.