Oncology launches are growing rapidly, with 100 new treatments expected in five years and market value projected at $234B by 2028. Yet innovators face fierce competition, fragmented patient populations, and health systems strained by cost, workforce shortages, and infrastructure gaps. Success requires mastering three pillars: system readiness, value and evidence, and stakeholder engagement. Companies must ensure biomarker testing capacity, generate continuous real-world and clinical evidence, and orchestrate agile omnichannel engagement. Organizationally, innovators need strong governance, AI-enabled tools, and sustained investment to manage permanent launch mode and capture oncology’s high-value opportunities.

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