Earned Media and ASCO: Provide Context Beyond the Data

Kristie Kahl

With the 2025 American Society of Clinical Oncology (ASCO) Annual Meeting around the corner (May 30-June 3), Kristie Kahl, VP of Content at MJH Life Sciences, overseeing its flagship oncology brands, explores ways to boost earned media opportunities around the event, including the importance of data-driven storytelling in cancer drug development.

Pharm Exec: What can biopharma companies presenting results at ASCO do differently this year to better maximize media coverage of their efforts?

Kahl: The media opportunities and pitches that tend to stand out amongst the noise of what is considerably the largest oncology meeting of the year, are the ones that go beyond the data. Why is this important? What is the unmet need in this disease state? How will this change practice? What could the long-term impact be on cancer care? Why should a medical or community oncologist, or any provider across the multidisciplinary care team learn more on these developments?

With that, providing context for how this information could impact all players in the oncology space is key. Oftentimes, our first thought is that medical oncologists are the primary audience—understandably so as they are the ones creating personalized treatment plans for patients.

However, from experience with my five brands here at MJH Life Sciences that span across various audiences, there is more to caring for patients with cancer. We have nurses at the bedside, advanced practice providers carrying out the day-to-day of treatment plans, increased utilization of multidisciplinary tumor boards across institutions, and even patients who yearn for knowledge about what’s coming next in the field. You have the opportunity to share your impact, and maximize who it reaches when you think outside the box on who might find this information useful.

PE: Do organizations typically have strong strategies in place to build relationships with journalists and influencers covering the ASCO meeting—or is a rethink of engagement and outreach methods necessary?

Kahl: The cancer space is continually evolving, and, therefore, so should strategy amongst us all. As journalists, we are always striving to find the new and successful way to reach the masses, and that starts with collaboration across the board. From my experience, typical strategy starts with mass email outreach to a larger list, and coordination of coverage ensues if there is interest. However, the longevity of that relationship often falls short. Building a relationship can start well before the influx of ASCO outreach occurs, and should continue long thereafter with check-ins, follow-ups, and personalized messaging.

At the end of the day, companies are competing to grab our attention to cover their developments, and we, in turn, are competing to break the news or be that go-to source of information. So, how can we better work together to accomplish both missions? That starts with continually evolving and strategically thinking through collaboration and relationship building on both sides.

PE: Do you have any tips for companies in using social media to amplify key takeaways and announcements from ASCO? Is KOL word of mouth perhaps the biggest value driver?

Kahl: My first tip is to ensure you are crafting your message and tactics to the right audience on the right platform at the right time. For example, physicians are using X for their quick hit, breaking or timely news, compared with other platforms, like LinkedIn, which offer the opportunity to provide more context with longer-form posts. Your social media strategy should look different across the board through diversity of voice, multimedia use, and message.

With that, the utilization of what we’re now calling digital opinion leaders is only growing. Tapping into KOLs across social media is a great way to get your message out there, and can tend to have a more authentic message and tone. Digital opinion leaders are a big value driver, especially with the massive amount of buzz around a meeting like ASCO, and can also help to diversify your social media strategy across platforms.