Insights from ASCO 2025

At Biolumina, we believe every transformative brand story starts with a question. ASCO 2025 spotlighted just how rapidly oncology is evolving—driven by the relentless curiosity of researchers, clinicians, and communicators alike. Our passion is translating these breakthroughs into brand experiences that inspire action and advance patient care.

Precision medicine gets programmed in

Cancer care is shifting from treating the site of the tumor to decoding what’s driving it and catching it earlier. This year’s ASCO made it clear: the future is biomarker-first.

Trials like SERENA-6, KOMET-001, and DESTINY-Gastric04 exemplify a growing trend of targeting alterations like ESR1 mutations, NPM1 mutations, and HER2 amplification across tumor types. This approach allows clinicians to stay ahead of disease progression by tailoring treatment before resistance sets in.

The underlying idea is simple but profound: the earlier we understand a tumor’s biology, the more precisely we can treat it.

“Oncology-AI”: tech taking therapy to the next level

One of the most striking shifts at this year’s meeting was the rising prominence of AI—not as a backstage tool, but as a clinical partner that’s taking more of its well-deserved place on the exhibitor floor and beyond.

Microsoft’s new agent-based AI orchestrator is already being used by tumor boards at Stanford and Johns Hopkins to synthesize radiology, pathology, and trial options within familiar platforms like Microsoft Teams. Meanwhile, Tempus continues to expand its real-time trial matching through EMR integrations.

These systems don’t just process data; they help clinicians make faster, more confident decisions about treatment selection and clinical trial enrollment. Ultimately, this will drive a decrease in care variability and bring cutting-edge cancer treatment to more patients.

Getting real about RWE

Real-world evidence has matured from a supportive role to a strategic asset. At ASCO 2025, RWE was central to discussions on access, safety, and the long tail of treatment outcomes.

Organizations like Flatiron and City of Hope showcased studies using clinical data outside of traditional trials to surface disparities, refine risk assessments, and compare treatment strategies at scale. Importantly, these insights are beginning to inform frontline decisions—not just publications.

With more everyday data, we can improve care everywhere, and make sure our treatments work in the real world, not just in the ideal one.

Booth technology: designing for the curious mind

On the exhibit floor, technology was everywhere—but standing out required more than a big screen. Large video walls have become the cost of entry for ASCO booths, but with so many LED tile walls lighting up the hall, content must be both crafted and delivered in a truly unique way, or risk fading into background noise. Novartis broke through the static with kinetic tiles—LED panels that moved in and out of the wall in rhythmic patterns, syncing perfectly with animations and messaging for a mesmerizing, immersive experience.

For those without moving screens, forced perspective animations became the high-impact technique of choice. Pfizer’s booth for IB6 set a new standard in this category, captivating attendees with illusions of depth and movement. And in a bold move against the digital tide, Eisai and BMS embraced analog experiences. Eisai’s booth carved out a central, unbranded garden space filled with 7-foot-tall flowers and fountains—an eye-catching oasis that instantly drew in curious attendees and delivered a brand moment no digital screen could match.

For oncology marketers, the lesson is clear: whether digital or analog, experiential storytelling and unexpected creativity are essential to cut through the noise and spark curiosity.

Key takeaways for oncology marketers

1. Translate the science: As precision medicine becomes mainstream, marketers have a powerful role in distilling complex biomarker-driven insights into messages that engage and educate.
2. Spotlight integration: Technology and data are now the connective tissue of cancer care. Show how your brand fits seamlessly into this landscape, enabling better decisions and outcomes.
3. Champion collaboration: The future is about partnership—between clinicians, patients, and technology. Create brand experiences that reflect and support this collaborative spirit.
4. Elevate everyday evidence: RWE is a differentiator. Use it to build confidence and relevance, demonstrating real-world value in diverse patient populations.
5. Reimagine the booth experience: In a sea of LED walls, creativity is the new currency. Whether it’s kinetic displays, forced perspective animations, or immersive analog installations, every booth should be designed to spark curiosity and create memorable brand moments.

The bottom line

ASCO 2025 showed a field in motion—taking the brilliant breakthroughs in diagnostics, targeted therapy, and immunotherapies and leveraging larger data sets, innovative trial design, and integrated technology to take cancer treatments further than ever before. At Biolumina, we harness the power of curiosity to translate science into captivating brand experiences—bringing the promise of innovation to life and helping shape the future of cancer care, one compelling story at a time.