HEALTHCARE | Staff Reporter, Japan

Unbranded channels lead digital breast cancer patient engagement

Such websites aim to heighten awareness on managing the disease.

Digital patient engagement through unbranded channels has been more prominent in Japan's breast cancer treatment landscape, according to a report from GlobalData.

The breast cancer market size in Japan is estimated to grow from $1.63b in 2020 to $2.06b in 2025, at a compound annual growth rate (CAGR) of 24.9%, driven by rising incidences of the disease and innovation in treatment.

As early diagnosis plays an important role in controlling the progression of the disease, key players have been offering branded websites to explain treatment benefits and provide access to the drug, commented GlobalData's pharma analyst Venkat Katheek Vale.

Unbranded websites are aiming to create awareness of the disease and the disease management, which encourages patients to start treatment for their condition, Vale added.

Furthermore, the portfolio of unbranded websites developed by Roche / Chugai Pharmaceutical and Pfizer showed that patient engagement through their unbranded websites will help expand the patient base.

“Since the leading therapies such as Avastin and Herceptin are facing biosimilar competition and the overall market size is expected to decrease in terms of value, key players are focusing on promoting innovative therapies,” Vale said.

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