肿瘤患者体验未来展望

Oncology is ata turning point The field is shifting from one-size-fits-alltreatments like traditional chemotherapy toprecision therapies tailored to a patient’s uniquegenetic profile. At the same time, cancer diagnosisis moving from reactive, late-stage detectionbased on symptoms to proactive, AI-driven earlydetection through advanced imaging, blood tests,and risk profiling – often identifying cancer beforesymptoms appear.In parallel, cancer vaccinesare reshaping oncology by training the immunesystem to target patient specific tumourantigens, with the primary goal of preventingrecurrence. This evolution promises not onlybetter outcomes but also fewer side effects anda more human experience. Management (CRM) transformations, healthcareproviders can now securely coordinate and analysepatient data from across the care continuum.This enables them to anticipate individual needs,deliver timely and relevant information, andorchestrate truly personalised, human-centredcare at scale. In parallel, the MedTech industry is rapidlyinnovating across diagnostics, digital health, andAI – developing integrated tools that enableearlier detection, smarter screening, and morepersonalised care. This innovation is transforminghow, when, and where cancer is identified andtreated. Today’s patients are no longer passive recipientsof care. They demand to be informed andempowered, and expect to be active participantsin their treatment.This shift brings new demandsupon Pharma, MedTech and BioTech companies,and front-line healthcare:for clarity incommunication, seamless support across the carecontinuum, and technology that enhances – notcomplicates – the patient’s experience. Technologythat boosts human-to-human interaction duringdiagnosis and provides meaningful supportto patients as they process important healthinformation – especially when no one else isphysically present – helping them feel guided andcared for throughout their journey. As companies across MedTech and Pharma shifttowards immersive, data-led experiences, thisevolution is driving the creation of innovativebusiness models like subscription services andDirect-to-Patient (DTP) models. Of course, technology is only as good asour understanding of the real patient andhealthcare experience. To truly transform theoncology experience, we must start with a deepunderstanding of, and empathy for, the humanat the centre – whether that’s the patient, thecaregiver, the healthcare professional (HCP), or theinternal team supporting them. Pharma companies are responding to thesedemands by expanding their role beyond themolecule.Increasingly, we’re seeing wraparoundservices come into the fore - supportingpatient access (including pricing), symptommanagement, and emotional wellbeing.Andwith the rise of AI and Customer Relationship So, what does the future of oncology care looklike? Over the following pages, we explore key painpoints across each stage of the patient journey andunpack the opportunities shaping the future ofhuman care. 1.Awareness andearly detection Early detection remains one of the most criticaldeterminants of positive cancer outcomes, yetmany patients still face barriers at the very firststep. According to asurvey by the American CancerSociety Cancer Action Network (ACS CAN),31%of adults have been more than one year behindon cancer screenings. Of those respondents, 53%cited out-of-pocket costs as a barrier to gettingscreened, while another 47% shared that gettinginsurance approvals for covered screenings wasof concern.According to Cancer Research UKonly 69.2% of people in England received theirdiagnosis and started their first treatment withintwo months (or 62 days) of an urgent referral* inJuly 2025. The target is 85%. For many, the journey begins not with a clear path,but with unanswered questions. This is wherethe opportunity lies – in improving access andtransforming how patients are engaged beforethey even enter the system, as well as post-treatment. It’s here that we must also recognise thedifference in how generations will engage withhealthcare – for example, Baby Boomers are morelikely to rely on trusted providers and traditionalin-person care, whereas Gen Z will likely prioritisedigital tools, mental health awareness, andconvenience. Providing an experience that adaptsto these different personas is crucial. It can alsobe the key to improving detection; for example,turning to technology to diagnose certain illnesseslike bowel cancer thatincreasingly affect youngergenerations. Pain points:Lowsymptom awareness, long waitlists, andanxiety in the face ofuncertainty. Pharma and MedTech companies are beginningto take a more active role in this space, moving Technology becomes the enabler, seamlesslysupporting the patient through each step of theirjourney and providing a feedback-loop to theirHCP and beyond. From securing appointmentsand tracking care and treatment, to providingeducation and awareness, technology offers accessto care networks and keeps