This year’s ASCO theme focused on The Science and Practice of Translation: Improving Cancer Outcomes Worldwide. At its core, this centred on translating laboratory breakthroughs into everyday clinical practice, with an aspiration to reach every patient, in every cancer, everywhere. Beyond exciting updates and standing ovations, the focus on the human at the receiving end of the data (oncologists), as well as the therapies (patients and care partners), felt particularly pronounced. Multiple sessions explored contextualising new advancements within the day-to-day lives of patients and treaters, addressing how to speak about progression, deal with grief, and navigate the complex world of AI. Importantly, discussions also highlighted how AI can be used safely and reliably to simplify decision-making, while bringing to light patients’ lived experiences and the need to tailor therapies to their specific goals. The Challenge of Translating Information into Action Being the researchers we are, as we immersed ourselves in presentations and explored the many booths, another application became clear: how to translate information to the target audience in a way that drives behaviour change. The ASCO audience is large and incredibly diverse, with different backgrounds, priorities, and motivations. While excitement can be palpable, it does not always translate into the desired behaviour, particularly when it comes to uptake on the ground. Today, everything competes for attention, and this is especially true at ASCO. From rapid abstracts and medical advertisements to even the snacks at booths, the volume of information is immense. The sheer pace of innovation over the past year is remarkable, yet overwhelming for those working in oncology. For patients, AI is improving access by distilling complex, HCP-focused information. However, outputs often remain at a college reading level. This leaves patients and caregivers relying on content that is accessible, yet not truly understandable or appropriate. What This Means for Your Brand Strategy In a world where brands increasingly compete for the same space, or where the same brand competes across multiple spaces, there is a pressing need for effective, future-proof strategies.This includes developing holistic pan-tumour positioning that reflects the complexity of the evolving oncology landscape without becoming distracted by it, while staying true to brand essence. These strategies should translate into simpler, more concise narratives tailored to the day-to-day realities of target audiences. The goal is not just understanding, but empowering audiences to contextualise information and take action towards better patient outcomes. Closing the Gap Between Belief and Behaviour To achieve this, we need a deeper understanding of the humans at the heart of the disease, treaters, nurses, patients, and care partners, their motivations, and the barriers to desired behaviour. It is essential to close the gap between: -Belief (e.g. excitement about a new therapy) -Intention (willingness to try) -Behaviour (HCP prescribing, patient uptake, and adherence) Achieving this requires a deep understanding of the factors influencing decision-making and behaviour. These include: -Self-confidence and beliefs about capability -Environmental and resource constraints -Subconscious cognitive biases and heuristics By understanding these factors, we can better tailor information to either leverage or overcome them, ultimately optimising its impact. How Behavioural Science Can Help Solve the Problem Addressing these translational challenges requires more than simplifying messages. It calls for incisive strategies grounded in a deeper understanding of how people think, feel, and make decisions in the context of cancer care. At HRW, we apply behavioural science to uncover the cognitive biases, emotional drivers, and real-world barriers that shape how stakeholders interpret and act on information. This enables us to focus not only on what to communicate, but how it will be received and used at critical decision points. We combine this with linguistic analysis to ensure messaging aligns with how people naturally process language. Subtle changes in tone, structure, and word choice can significantly improve clarity, trust, and motivation. While AI can efficiently synthesise data, it cannot replace human insight. Grounding communications in the day-to-day reality of those receiving them ensures that messages resonate. The result is communication that drives both understanding and meaningful action. Get in Touch If you are looking to build an effective pan-tumour strategy, carve out a distinct space for your brand, or elevate how your messaging connects with the diverse oncology community, we can help. At HRW, we combine brand strategy, oncology expertise, behavioural science, linguistic analysis, and real-world audience validation to future-proof your strategy. This ensures your communications are not only clear, but grounded in how people interpret information and make decisions. Fill in the Contact form below to get in touch with our Oncology experts, HRW OR:BIT. By Marianne Ibrahim, Emily Lock-Lee, Julia Ingram and Victoria Kaulback Apply Now!