Oncology innovation is advancing rapidly, yet pharmaceutical manufacturers face increasing challenges from rising costs, intense competition, and crowded disease categories that make meaningful differentiation difficult. Traditional commercialization approaches are no longer enough in an environment where the margin for error continues to shrink. This first installment of EVERSANA’s series on the evolving oncology landscape examines the growing friction within healthcare delivery and its impact on treatment access, engagement, and decision-making. The discussion emphasizes the need for greater agility, proactive problem-solving, and customer-centric strategies to reduce barriers that hinder care delivery. By identifying and addressing these points of friction, organizations can strengthen

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