---
title: Mind the Gap - Three Assumptions to Double Check in Your Brand Plan
description: Oncology article on Marketing Strategy
image: https://ourthinking.think-gen.com/hubfs/1686155998187.jpeg
---

# Our Thinking

# Mind the Gap - Three Assumptions to Double Check in Your Brand Plan

By Audrey Wu and Michael Galvin, PhD

The Gap Between Potential and Reality is Widening in Oncology

Oncology is a major focus of new drug development. Characterized by its dynamic pace, oncology data on new therapies, new combinations, and rapid advancements in technology are rapidly coming to fruition.

Physicians express excitement as they hear about potential novel therapies for the first time. Patients across many tumor types are living longer.

And yet, as the onslaught of new data accelerates, Old Guard regimens are surprisingly sticky.

Why do new therapies with evidence outperforming the standard of care take so long to become part of routine practice?

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