Capturing Oncology Perspectives to Elevate mTNBC Communication Strategy in Asia

Client

An international pharmaceutical manufacturer

Service

Qualitative research in healthcare marketing

Sector

Pharmaceuticals & Biopharma

Coverage

China & Japan

Understanding how oncologists communicate and engage with mTNBC therapies is critical in a region as diverse and complex as Asia. With the mTNBC landscape demanding both emotional sensitivity and clinical precision, a leading pharmaceutical company set out to refine its approach to healthcare provider engagement. The goal was to explore real-world perspectives on cancer therapy insights, identify unmet clinical needs, and improve the design of effective drug messaging for physicians. By gathering direct input from oncologists in China and Japan, the client aimed to enhance its medical branding trends and develop a communication strategy that aligns with real clinical behaviors and expectations.

The challenge

Understanding how oncologists perceive and communicate treatment decisions in metastatic Triple Negative Breast Cancer (mTNBC) is a growing priority, particularly in high-potential but culturally distinct markets such as China and Japan. Our client, a global pharmaceutical manufacturer, aimed to uncover the unmet clinical needs and emotional impact of cancer care in mTNBC from the perspective of practicing oncologists. Beyond treatment choice, they wanted to identify the clinical decision factors that shape physician attitudes toward drug value, and how these intersect with treatment communication dynamics. The goal was to inform data-driven HCP communication strategies that would resonate in real clinical environments and support oncology message design with emotional and practical relevance.

What we did

To address these objectives, we conducted an Asia healthcare study involving 16 in-depth interviews (IDIs) with oncologists treating mTNBC patients—eight each from China and Japan. All participants were highly experienced in mTNBC care and had prescribed at least one of the therapies under evaluation. Conducted in the respondents' native languages via Zoom, these 60-minute, locally moderated interviews explored the full spectrum of oncologist experience, from patient care challenges to oncology communication trends in Asia. The conversations offered a window into how oncologists engage with new treatment options, what messaging they find credible, and how regional variations in physician mindset affect drug adoption and brand alignment. These specialist physician views were essential to refine medical marketing insights and optimize HCP experience mapping for future campaigns.

The impact of the research

The study provided the client with clear, culturally contextual insights into how oncologists in Asia approach communication around mTNBC therapies. Themes of emotional burden, therapeutic skepticism, and preference for scientific clarity emerged, reinforcing the importance of clinical empathy in brand strategy. The research also highlighted best practices in HCP messaging, emphasizing the need for local nuance in addressing the practical and emotional aspects of care. With these findings, the client was able to recalibrate their cancer care messaging to better reflect the day-to-day realities of oncology practice in China and Japan. Ultimately, this work helped lay the foundation for more impactful, value-driven physician brand engagement, guiding their strategy to engage oncologists effectively across multiple touchpoints in the mTNBC landscape.

Designing impactful pharma communication starts with real-world insights. Contact us to bring emotional and clinical relevance into your HCP strategies.