PharmaLive – ASCO 2025: Oncology Enters a New Era of AI and Digital Engagement

In a new PharmaLive byline by Kaitlyn O’Hara, SVP, Audience Intelligence uses ASCO as inspiration for what’s next. ASCO 2025 revealed a significant shift in oncology professional engagement, moving beyond traditional platforms to embrace a diverse array of digital channels like TikTok, Instagram, and podcasts, where HCPs are actively sharing clinical trial results, AI advancements, and other key themes, often live-streaming and interacting directly with both peers and patients. This seismic shift, marked by a 180% increase in visual and audio content usage and a rise in HCPs as content creators, blurs the lines between professional and “personal” platforms, creating new opportunities for authentic, multi-platform engagement. The industry must recognize this evolving digital landscape, adapting their strategies to engage HCPs and patients on these new channels with visually rich, audibly engaging content, leveraging influencers, and actively participating in real-time conversations to remain relevant and drive impactful messaging. Read the full byline here.