Pharma companies need to strengthen and modernize patient support programs to reflect rising rates of cancer in adults aged 18 to 49 years, an Omnicom Health report found.
People over 50 years, and particularly those 65 to 84, still have (PDF) the highest probability of developing cancer. But new cases of some tumor types are rising faster in younger people. From 2012 to 2021, the overall rate of colorectal cancer fell about 1% a year in the U.S. while rising 2.4% a year in people aged under 50 years.
People 18 to 49 years are the “invisible generation” of cancer patients, Omnicom said in its New Age of Cancer report. The needs of such patients are distinct from those of children and seniors, the two groups typically associated with cancer.
“It’s not just about identifying these patients, but how we talk to, engage with and treat them, given that they’re having such different experiences than their older counterparts,” Jack Vance, chief data and activation officer at Omnicom’s Solve(d), said in a statement.
Omnicom presented two patient personas to show the distinct needs of younger patients. One persona is a colorectal cancer patient in his 60s or 70s who is insured by Medicare. His goal is to maintain independence and remain healthy enough to enjoy time with family and friends. The other persona is a man, Todd, in his 40s, who seeks information online from peers and others who, in his words, “get it.”
Todd rarely encounters other patients who look and act like he does, which leaves him feeling isolated and anxious and wishing there were more support groups. Omnicom sees an opportunity for pharma companies to more effectively communicate the benefits of the formal support programs they offer and steer young cancer patients toward them.
Other recommendations center on digital engagement tools, such as one-click scheduling, plus support initiatives and study designs that make it easier to participate in clinical trials. After finding that young adults can struggle to transition back to life after treatment, Omnicom called for the industry to “band together to build, from scratch, a survivorship infrastructure” that supports former patients.
