Transforming oncology: Five frontiers driving progress in cancer care

From biomarker-driven breakthroughs to AI-powered early detection and a renewed commitment to equity and patient centricity, the past 12 months have seen major strides across cancer research, treatment, and communication. At Inizio, we’ve had a front-row seat to this transformation, supporting over 140 oncology assets in 2024 alone and contributing to 95% of the top 20 oncology product launches. 

Here, we reflect on five key themes that have shaped our work and the wider oncology space over the past year. 

1. Biomarkers: The engine of personalized cancer care

Biomarker science has been rapidly transforming how cancer is diagnosed and treated. With increasing ability to identify molecular signatures, clinicians can prescribe targeted therapies with greater precision, delivering better outcomes for patients with historically treatment-resistant cancers. 

“It’s an exciting time in the evolution of biomarkers. The way we now treat conditions such as non-small cell lung cancer (NSCLC) and metastatic breast cancer – in which the survival rate was often less than a year – has improved considerably. And that’s due to a greater understanding of the biomarkers that allow us to identify molecular signatures and create personalised therapies.” – David Segarnick PhD, Chief Medical Officer and Executive Vice President, MEDiSTRAVA, an Inizio Medical company 

The rise of predictive biomarkers such as PD-L1 expression or HER2 status has also paved the way for more effective use of immune checkpoint inhibitors. With new tools like ctDNA and next-generation sequencing, oncologists are detecting disease progression earlier and tailoring therapies to individual tumor profiles. 

2. ctDNA: A window into early detection and recurrence

One of the most exciting developments in cancer diagnostics is the increasing utility of circulating tumor DNA (ctDNA). At the 2024 ASCO® Annual Meeting, compelling studies reinforced its promise for early detection and recurrence monitoring. 

“The absence of ctDNA in the blood correlated with improved patient outcomes, suggesting that this can serve as an early indicator of treatment efficacy which is quite exciting.” – Nancy Sladicka, PhD, Chief Client Officer, Inizio Medical 

At Inizio, we’re supporting clinical development programs that integrate ctDNA and AI-driven monitoring platforms, giving sponsors the ability to detect molecular residual disease, optimize treatment plans, and ultimately enhance patient outcomes. 

3. ADCs: A new era in targeted therapy

Antibody-drug conjugates (ADCs) are among the most innovative therapeutic advances in oncology today. The DESTINY-Breast06 study highlighted how ADCs like trastuzumab deruxtecan are benefiting not only HER2-low, but also HER2 ultra-low metastatic breast cancer patients. 

“Overall, the data demonstrates the continued transformative potential of ADCs and how they can redefine approaches to cancer treatment.” – Will Fazzone, SVP Scientific Services at Nucleus Global, an Inizio Medical company 

Yet challenges remain – from refining patient populations and addressing treatment resistance, to managing unique side effects. This is where tailored scientific communications and stakeholder education, which we provide at Inizio, are vital to maximizing the clinical potential of these therapies.  

4. Early intervention: Shifting cancer care upstream

While innovation continues in diagnostics and treatment, the system-wide challenge of diagnosing cancer earlier remains critical. With the upcoming National Cancer Plan set to be the UK’s first dedicated strategy in over a decade, there’s renewed attention on the need to shift intervention further upstream. 

AstraZeneca commissioned Inizio Evoke company Incisive Health to develop the report Getting upstream: Creating an early intervention system, which explores why progress toward earlier diagnosis has been slow and how to enact change. Based on insights from NHS leaders, innovators, and policymakers, the report outlines a new approach to making cancer care more proactive, accessible, and outcome driven. 

“Early intervention should be at the heart of a more effective, more efficient, more sustainable approach, but this will require strong leadership and a willingness to take bold decisions.” – Ed McIntosh, Head of UK Practice, Incisive Health, an Inizio Evoke company 

With major policy changes expected in 2025, the time is right for bold, coordinated action to embed earlier diagnosis into the heart of cancer strategy. 

5. Patient-centricity: Moving from rhetoric to reality

Despite the term “patient-centricity” becoming ubiquitous in oncology, there’s still much to be done to turn intent into impact. True patient-focused care demands deeper engagement, better education, and system-wide reform. 

“For there to be a truly patient-centric model of care, however, we believe there need to be changes throughout the entire healthcare system – across institutional practices, policies and training – to ensure patients are engaged with and included in a more effective way.” – Anna Capers, Senior Client Partner, Inizio Evoke Europe 

From improving trial accessibility to co-creating patient materials, Inizio has helped clients enhance trial recruitment, retention, and real-world outcomes. As oncology treatments become more personalized, the systems supporting them must be equally agile and inclusive. 

Looking ahead 

From the lab bench to the clinic, from scientific breakthroughs to systemic reform, the oncology sector is brimming with possibility. Our work across biomarkers, ctDNA, ADCs, early intervention, and patient engagement reflects a shared goal: to bring the right treatments to the right patients, faster. 

At Inizio, we remain committed to combining deep scientific expertise, data-driven insights, and tailored strategies to simplify oncology and drive smarter decisions at every pivotal moment of the journey.  

We’re delighted to be on the ground at the 2025 ASCO® Annual Meeting as the trusted, strategic, market-leading partner for health and life sciences organizations navigating the high-stakes oncology journey. If you’re attending, be sure to continue the conversation at booth 10108 – you can schedule a meeting with our experts here.