Innovation with intention: Embedding empathy in oncology

By Matt Wadyka, President, US Medical Affairs, Inizio Medical 

Oncology is changing, fast. With new therapies and personalized treatments helping patients live longer, the definition of success in cancer care is evolving. But longevity alone isn’t the goal – quality of life, lived experience, and long-term well-being must also take center stage. 

That’s where Medical Affairs can play a vital role: as a bridge between science and the human stories behind the data. 

Traditionally focused on communicating scientific evidence and supporting regulatory or commercial needs, Medical Affairs is now expanding its remit. It’s no longer enough to simply deliver the data – teams must also elevate the patient voice. This means shaping strategy around what truly matters to those living with cancer, both during and after treatment. 

Chronic side effects, cognitive decline, fertility concerns, and emotional stress can affect survivors for years. Addressing these realities calls for earlier and deeper patient engagement, well beyond end-of-trial questionnaires. From co-designing trials to contributing on advisory boards, patients are increasingly seen as strategic partners, not passive participants. 

Yet this shift comes with a caution: avoiding tokenism. Truly patient-first approaches must reflect a diversity of experiences and ensure insights are meaningfully embedded into decision-making processes – not just captured and shelved. 

Medical Affairs is uniquely positioned to lead this change, connecting clinical insight with empathy and aligning research with real-world needs. 

To explore how Medical Affairs can champion patient-first oncology, read the full article now live on PMLive.