What’s ahead – a smooth journey or a slow moving train wreck?

One thought struck me quite vividly at ASH – what is old is new again.

This certainly seems to be the case in the niche at the centre of today’s story where we explore new developments emerging in the context of both what’s happening now and also what might lie ahead.

Pharma and biotech companies are always seeking to claim their sparkly new anti-cancer agent is both novel and better than what’s available, meeting some unmet medical need and improving on prior performance etc, but is the truth a reflection of their claims or not?

Positioning, as Ries and Trout taught us all years ago, isn’t so much about what companies try to spin tell us about their product, but rather it’s how a product’s identity is perceived in the mind of potential customers – in this case oncologists – in contrast to other products in the niche.

The way the problem itself is framed also tells us much about how the company view the situation, especially when they conveniently ignore other factors in their story.

There’s a lot going on this particular example, with various types of agents, different mechanisms of action, not to mention a variety of resistance patterns emerging.

Here we explore the latest clinical and translational data and evaluate where the opportunities are going forward…

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