The battle against bias in oncology: A call to action at ESMO

Written by: Heidi Bell, Growth Director, Inizio Evoke Europe

We’re Barcelona-bound next month for the European Society for Medical Oncology (ESMO) Congress – joining the sharpest minds and most original thinkers in oncology.

A crucial topic gaining momentum is the urgent need to mitigate bias to improve patient outcomes. It’s no exaggeration to say bias can be deadly, particularly in oncology. Which is why, in partnership with our clients, we’re exploring the steps the healthcare sector can actively take to reduce biases in oncology care – making sure every patient receives the right treatment at the right time.

In fact, our own research has highlighted that bias, though often invisible, profoundly impacts oncology. And whether related to gender, race, or socioeconomic status, these biases can drastically affect patient outcomes. So, addressing them is not just a moral duty for our sector, it’s essential for delivering the quality care every patient deserves.

The invisible epidemic of bias in oncology

What does this bias look like?

It often manifests in subtle, but significant, ways. For example, while gender-based disparities in medical research are gradually improving, women remain underrepresented in cancer trials.  And, patients from minority ethnic backgrounds frequently experience disparities in communication, treatment options, and outcomes compared to their peers.  These biases are not always overt or intentional. Often, they are the result of unconscious attitudes or stereotypes that affect decision-making and behavior.

But, in oncology, they can lead to misdiagnoses, delayed treatment, and inequitable care – ultimately impacting patient survival rates.

The role of healthcare communications in addressing bias

At Inizio Evoke, our mantra is to make ‘Health more Human’. We believe we have a critical role to play in addressing and mitigating these biases, so our call to action for the healthcare communications industry is clear: we must proactively incorporate bias awareness into our communication strategies.

It is not enough to simply identify the presence of bias; we must also provide powerful, actionable solutions and create campaigns that drive systemic change.

Strategic recommendations for mitigating bias

Our recent whitepaper, Transforming Bias in Healthcare – An Invisible Pandemic, offers strategic recommendations for addressing bias in oncology and beyond.

These recommendations include:

1. Awareness: The first step in mitigating bias is to acknowledge it exists. Healthcare professionals in oncology, and communicators alike, must be aware of the potential for bias in their interactions and decision-making processes.
2. Training: Ongoing training is essential to help oncology HCPs recognize and address their implicit biases. This training should be integrated into professional development programs and reinforced regularly.
3. Systemic change: Addressing bias requires more than individual awareness — it demands systemic change. Healthcare organizations in oncology must implement policies and practices promoting equity and reduce the potential for biased decision-making.
4. Data-driven strategies: By leveraging data and insights from research, healthcare communications can craft targeted strategies that address specific biases – making sure messaging and campaigns are inclusive and equitable.
5. Collaboration: When it comes to cancer treatment and care, effective change requires collaboration across the healthcare ecosystem. Communicators, healthcare providers, and policymakers must work together to create environments that support equitable care for all patients.

You can download a free copy of our report Transforming Bias in Healthcare – An Invisible Pandemic here

Inizio’s commitment and impact in oncology

At Inizio, we are deeply committed to leading the charge in mitigating bias – particularly in oncology.

Over the last two years, Inizio has collaborated on 148 oncology assets, playing a pivotal role in 60% of all oncology product launches during this period. We supported 78 assets in the pivotal clinical trial stage in 2023 alone.

This extensive involvement in the oncology sector positions us uniquely to understand the nuances of bias in this field – helping us implement successful strategies that drive equitable care and, ultimately, make a tangible difference in improving patient outcomes.

Conclusion: A commitment to change

The importance of this battle against bias in oncology cannot be overstated. It must be won. By ensuring all patients, regardless of gender, race, or socioeconomic status, receive equitable care, we can improve treatment outcomes and save lives. And, by fostering a healthcare environment that values diversity and inclusivity, we can help build trust between patients and providers – a critical component of effective care. So, our call to action is clear: let’s proactively address bias in all our communications strategies, always keep it top of mind when crafting campaigns, and never stop working towards systemic changes that foster equity in healthcare.

Together, we can transform oncology solutions and improve the lives of patients around the world. If you’re attending the ESMO Congress 2024, book a meeting with us at booth 431e here to discuss.

You can also discover more about our oncology expertise here.