Cancer’s Rare Evolution: Why Oncology Is Borrowing from Rare Disease Playbooks

What you’ll learn:

• How oncology’s shift toward precision medicine and smaller patient populations mirrors rare disease management and its challenges

• Why traditional marketing strategies fail in this nuanced space and how Klick leverages rare disease best practices to drive engagement and outcomes

• How Klick’s expertise in advocacy, education, and data-driven strategies empowers HCPs and patient communities while advancing innovative oncology therapies

Oncology Is Becoming More “Rare:” A Klick Perspective

Advances in medicine have brought us to an era where cancer care increasingly mirrors the challenges, strategies, and innovations traditionally associated with rare diseases. Precision medicine, biomarker-led targeted therapies, and a shift toward smaller, more specific patient populations are rewriting the rules of oncology, raising a provocative question: is the approach to oncology marketing becoming more like the one you would use for a rare disease brand?

At first glance, it might seem like an overstatement. Cancer remains the second leading cause of death globally, with millions of new cases diagnosed each year. But dig deeper, and a compelling trend emerges: Many of today’s oncology treatments are designed for precise subpopulations that echo the hallmarks of rare disease management. This shift is a triumph of scientific innovation and a challenge for healthcare systems, providers, and marketers. More than just the rise of targeted therapies or genomic profiling, it’s a redefinition of how we understand and address cancer as a complex and deeply personal disease.

At Klick, we’ve witnessed this transformation firsthand. Our work with oncology and rare disease brands has reinforced that the strategies necessary for success in one domain are increasingly applicable. From patient engagement to AI integration, oncology is entering a new era that demands a more specialized, outcome-focused approach. There is also a need for greater support and the development of smaller, specific communities aligned around the specific tumor type or biomarker that defines their disease experience. 

As cancer care becomes more personalized, the strategies we use to navigate it must evolve, too. Here’s why—and how—Klick is helping lead this transformation.

The Convergence: Precision Meets Personalization

In recent years, oncology has evolved into the most dynamic frontier of medicine. Once defined by broad treatments like chemotherapy and radiation, cancer care today is rapidly becoming tailored to the genetic and molecular profiles of individual tumors. This shift means many new oncology drugs are highly specific, targeting ever-narrower patient populations. Consider this: In 2017, 10 of 14 newly approved oncology drugs received orphan drug designations, typically reserved for rare diseases. Between 1998 and 2022 the FDA approved 198 oncology brands and 43% of those were precision medicines led by biomarker testing. 

Klick’s perspective is clear: This is the future of cancer care. Our work with oncology leaders has shown that success requires embracing the complexity of this shift. The rise of genomic profiling—fueled by biomarkers such as BRAF mutations in melanoma or HER2 status in breast cancer—demands marketing and educational strategies that resonate with highly specialized and geographically disparate audiences.

However, these advances also create new challenges. Fewer patients for trials (as well as competition for an approved brand’s adoption due to interest in clinical trials), higher treatment costs, and limited clinician familiarity with niche conditions mirror the hurdles faced in rare diseases. Addressing these gaps requires innovative thinking, a hallmark of Klick’s approach.

Leveraging Some Rare Disease Best Practices in Oncology Marketing

This clinical shift in oncology is also a commercial one. Marketing strategies once built on scale must now pivot to precision. Traditional campaigns aimed at large patient populations need rethinking. Instead, lessons from rare disease marketing—authenticity, transparency, grassroots patient-community activation, and data-driven targeted omnichannel approaches—drive Klick’s oncology strategies. An example of this is when Klick launched a brand for a clinical-stage client that was going to be indicated as a fourth-line treatment for a rare cancer. So we needed to be smart and timely in how we communicated to oncologists so the opportunity was top of mind to deliver the salient brand story messaging. Through a powerful and effective campaign and tactics delivered through a data-driven targeted media approach, we were able to help our clients to achieve over 75% of marketshare within the first eight months of launch.

Take patient engagement. Rare disease marketers excel at building trust-based relationships with patient communities. Klick’s work in oncology mirrors this approach, emphasizing co-creation with patient advocacy groups, leveraging storytelling, and deploying digital tools that empower patients and care partners. It is also critical to create a safe space for people living with these rare diseases to have a home to share stories and connect with others going through the same experiences. Patients living with triple-negative breast cancer, for example, have a condition defined by the literal absence of biomarker-led innovation, and struggle to find any real sense of camaraderie or support from the broader pink-ribbon breast cancer community. I have heard many say that they are, in fact, cast out of that circle. That they don’t feel welcome there.

For healthcare providers, Klick integrates data-driven insights with actionable content. Our targeted HCP education campaigns combine scientific rigor with accessibility, ensuring oncologists can make confident, informed decisions. Klick’s approach allows us to meet providers where they are—whether at congresses, online forums, or in the clinic. This is so important as today’s oncologists are overwhelmed and exhausted trying to manage increasing caseloads and longer days while trying to stay current with literally thousands of drugs in trials.

Implications for the Future

As oncology increasingly mirrors rare disease management, Klick is uniquely positioned to lead the charge. By applying rare disease strategies, we are reshaping how oncology marketers connect with patients, care partners, and HCPs with rare tumor types.

The future of oncology marketing lies in collaboration: working closely with patient advocacy groups, leveraging real-world data, and integrating digital strategies. Klick’s commitment to innovation ensures that our partners are always ahead of the curve, equipped with the tools and insights needed to thrive in this evolving landscape.

Conclusion: Rethinking the Definition of Rare

The blurring line between oncology and rare disease reflects medicine’s relentless evolution toward personalization. While there are challenges on the horizon—diagnostic delays, access and cost pressures, and HCP knowledge gaps—there is an incredible opportunity. Klick’s proven oncology and rare disease marketing expertise and deep capabilities position us as the ideal partner to navigate these complexities for our clients. 

As oncology becomes rarer, so must our approach—driven by innovation, authenticity, and an unwavering commitment to outcomes. Klick is leading this transformation, ensuring every campaign, tool, and strategy aligns with one goal: delivering better outcomes for patients and providers.

Klick has an extensive track record in rare diseases and oncology, having worked across over 40 rare diseases and oncology brands. We’ve continued to showcase a deep understanding of complex challenges in these spaces through awareness, simplified scientific communication, and supporting the adoption of innovative treatments. This breadth of experience demonstrates our ability to address diverse therapeutic challenges, educate stakeholders, and deliver strategic solutions that drive engagement, awareness, and adoption in highly competitive markets. 

Let’s work together to help give these rare cancer communities and innovative, life-changing brands the attention they deserve. Talk to an expert to get started.