ASCO 2025

The annual event showcased cancer science at its data-driven and rigorously clinical best. But it also highlighted China’s rise as an innovator and revealed a keen need for more effective collaboration across care and communication functions.

No event brings together as many physicians, researchers, technologists, and marketers deeply invested in the future of cancer treatment as the annual American Society of Clinical Oncology meeting. So, when the more than 40,000 attendees assembled in Chicago earlier this month, energy and expectations were high.

The event met those expectations courtesy of a wealth of groundbreaking research across cancer conditions and its grounding of nearly every insight in the realm of patient experience. Here are our five top takeaways.

Tumors run “hot” as the ADC universe expands

A presentation by UCLA professor Dr. Antoni Ribas attempted to unpack a longstanding mystery around cancer treatment using immuno-oncology drugs like Opdivo and Keytruda: Namely, why the treatments work on some tumors but not others.

Ribas speculated that the key might be transforming “cold” tumors (which resist immunotherapy) into “hot” ones (which are more vulnerable to the way immunotherapies attack them), adding that “anti-tumor cells are at a great disadvantage to induce clinical responses.” Reversing that disadvantage might be achieved, he said, by using different treatments in different types of cancer: Bivalent CAR-T therapy in glioblastoma, pepinemab combined with nivolumab and ipilimumab in head and neck cancer, and an imatinib/pembro combination in non-small cell lung cancer.

Heralded for the advance they represent in drug delivery (slow and constant, versus a single, large, rapidly administered dose), antibody-drug conjugates (ADCs) were first discussed at ASCO more than 25 years ago. Their current status as an ASCO darling was affirmed by Yale University professor Dr. Patricia LoRusso, who noted that approximately 450 ADCs are in active development. They include bispecifics, biparatopic agents and novel combinations (such as sacituzumab govitecan plus pembro) set to expand the oncologist toolkit in a wide range of stubbornly treatment-resistant conditions.

The event met expectations courtesy of a wealth of groundbreaking research across cancer conditions and its grounding of nearly every insight in the realm of patient experience.

Breaking through in breast cancer

While new data was presented in the realms of colorectal, gastric/GIJ and head and neck cancer, breast cancer trial results headlined the ASCO research slate. Data from the eagerly anticipated DESTINY Breast09 study demonstrated that Enhertu, a Daiichi Sankyo/AstraZeneca co-promote, increased progression-free survival (PFS) in HER2-positive metastatic breast cancer by nearly 14 months over the current standard of care.

That’s not to suggest a clear path to blockbuster status for Enhertu, however. Results from the PATINA study found similar PFS for hormone receptor-positive metastatic breast cancer (HR+ mBC) patients treated with chemo induction followed by palbo plus HER2-directed endocrine therapy.

Along those lines, ASCO saw the introduction of a slate of new endocrine therapies that, owing to their oral administration, share an advantage over a previous selective estrogen receptor degrader (SERD). They included AstraZeneca’s camizestrant, Menarini’s elacestrant (marketed as Orserdu) and Genentech’s giredestrant. Another orally administered SERD, Eli Lilly’s imlunestrant, showed promise in treating second-line patients when administered in combination with another Lilly drug, abemaciclib (which is marketed as Verzenio).

China enters the chat

A notable change at this year’s ASCO was the emerging presence of Chinese biotech firms, which submitted dozens of top-grade abstracts. Hengrui Pharma alone presented 72 studies and 15 oncology assets, which put the company on par with any number of Western biotechs.

It wasn’t just about the volume of these offerings, however. Chinese companies offered meaningful contributions in the domains of bispecific antibodies (where Akeso’s ivonescimab demonstrated superior efficacy in lung cancer to Merck’s Keytruda) and ADCs (where LaNova Medicines and Duality Biotherapeutics offered promising treatments for prostate and gastric cancers).

China now has oncology innovation bona fides to match its manufacturing might. As such, it represents a true inflection point in global oncology.

Western companies took notice. Summit Therapeutics licensed ivonescimab in a deal worth as much as $5 billion, while Pfizer and BMS struck billion-dollar partnership agreements with Chinese firms on bispecifics and immunotherapies. What this means: China now has oncology innovation bona fides to match its manufacturing might. As such, it represents a true inflection point in global oncology, and one likely to benefit an ever-increasing number of patients in need.

Cannabis and non-clinical components

Clinical advances and nine-figure licensing deals have always received the spotlight treatment at ASCO, and always will. But presenters at this year’s ASCO devoted considerable attention to the non-clinical components of treating cancer patients in 2025, with sessions surveying communications challenges in late-stage cancer and the greater-than-previously-believed impact of exercise on treatment. Equally buzzworthy was “What About Cannabis?” from Oregon Health and Science University oncologist Dr. Eric Roeland, who outlined conversational parameters for the approximately 20% of cancer patients using cannabis as part of their treatment.

A final presentation addressed the psychological toll of long-term cancer survivorship, and the stress it imposes on patients and their families. Thanks to huge advances in treatment, patients are living longer than ever before—but the industry has been slow to determine exactly what that means for their quality of life and mental health. A new sub-specialist, the oncologist/psychologist, has emerged to help these long-term patients navigate the non-clinical impacts of disease, and not a moment too soon.

Cancer care is no longer strictly the domain of oncologists; technologists, mental healthcare specialists, and communicators have essential parts to play in the current era of cancer care.

Beyond the oncologist

Some 526 organizations, including expected candidates (pharma companies, hospital networks) and less obvious ones (AI firms) alike, set up shop in the ASCO exhibit hall to tout their products and services. And while conversations about AI didn’t hijack ASCO the way they have other recent health-adjacent gatherings, attendees across a range of professions and disciplines were enthused by the announcement of an ASCO/Google partnership on an AI platform.

Taken together, this sent yet another signal that cancer care is no longer strictly the domain of oncologists; technologists, mental healthcare specialists, and communicators have essential parts to play in the current era of cancer care. Healthcare marketers should similarly embrace everything they can bring to the table, especially the prospect of serving as a trusted intermediary between HCPs and patient advocacy groups.

Driving understanding of the impact of the myriad innovations highlighted at ASCO is no easy task in the current noisy, overloaded environment. Oncologists are burned out; patients are overwhelmed by information, much of which isn’t credible.

This leaves an opening for healthcare marketers to bolster clarity and empathy among a range of audiences. Doing so would minimize the friction that’s an unfortunate side effect of the current healthcare landscape—and reaffirm medical marketers as a hugely valuable part of the cancer-treatment community.