Building emotional
connections in oncology
A practical guide to connecting with oncologists who treat non-small cell lung cancer, built on how 82 medical oncologists across pan-APAC actually feel about it, not what they prescribe.
82
Oncologists
4
Markets
20
Emotions studied
3
Emotional territories
20 emotion cards · sorted into 3 territories
Emotional landscape: % of oncologists
- Collaborative39%
- Dynamic37%
- Optimistic34%
Inside the white paper
What We Found
We wanted to know how oncologists actually feel about treating NSCLC, because when the clinical data looks the same, emotion is the tiebreaker. Their answers sorted into three emotional territories, and for each one, we built thought starters for content that connects.
- Messaging that connects
- Content that engages
- Ecosystem support that matters
The three territories
Meaning, Motion & Pressure
Meaning & Reward, Energy & Motion, and Pressure: the three territories behind that tiebreaker, each with its own drivers, and the stories oncologists told us behind every choice.
- Meaning & Reward: what refuels the oncologist
- Energy & Motion: the charge of a fast-moving, team-based field
- Pressure: the strain of what the system asks, and won't always allow
Territory highlights
- Meaning & RewardOptimistic34%
- Energy & MotionCollaborative39%
In their words
What Oncologists Told Us
I feel optimistic about treating NSCLC because outcomes have meaningfully improved with targeted therapies, immunotherapy, and better biomarker testing.
Malaysia
Optimistic
Every patient has different circumstances and a strong desire to live, and every extra moment of life becomes more precious than ever.
Vietnam
Moved
It is very dynamic and fulfilling that we have so many options, but difficult to keep up. There's a feeling you might be missing something.
Australia
Overwhelmed
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