Industry experts estimate the oncology market will soon top $100 billion in annual sales. But what was once an open market of innovation is becoming more crowded and competitive. In 2013, 19 oncology products were released, and more than 2,000 remain in development today.
At the same time, the increasing number of targeted therapies and biomarkers means a proliferation of niche markets. Given these changing dynamics, companies need more than primary market research to corroborate their picture of the oncology landscape.
Oncology data is more nuanced than the industry has been used to, and therefore requires more situational adaptation and integration to be truly useful. It will likely never provide the holistic view of the market that we are accustomed to in primary care, but it can provide a much more robust picture through triangulation and using advanced analytic techniques. This paper presents a grounding framework for those embarking to evaluate and think about the different types of data sources in oncology today. Ultimately, we advocate the need for an advanced data perspective and proactive plan to harness its full potential.