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◆ PROJECTIVE STUDY · PAN-APAC · 2026
NSCLC · ONCOLOGIST INSIGHTS

BUILDING EMOTIONAL
CONNECTIONS IN ONCOLOGY

A practical guide to connecting with oncologists who treat non‑small cell lung cancer, built on how 82 medical oncologists across pan‑APAC actually feel about it, not what they prescribe.

82Oncologists
4Markets
20Emotions studied
3Emotional Territories
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20 EMOTION CARDS · SORTED INTO 3 TERRITORIES
Emotional landscape: % of oncologists
COLLABORATIVE39%
DYNAMIC37%
OPTIMISTIC34%
CHALLENGED24%
INSPIRED24%
OVERWHELMED20%
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WHAT WE FOUND

We wanted to know how oncologists actually feel about treating NSCLC, because when the clinical data looks the same, emotion is the tiebreaker. Their answers sorted into three emotional territories, and for each one, we built thought starters for content that connects.

  • Messaging that connects
  • Content that engages
  • Ecosystem support that matters
◆ THE THREE TERRITORIES

MEANING, MOTION & PRESSURE

Meaning & Reward, Energy & Motion, and Pressure: the three territories behind that tiebreaker, each with its own drivers, and the stories oncologists told us behind every choice.

  • Meaning & Reward: what refuels the oncologist
  • Energy & Motion: the charge of a fast-moving, team-based field
  • Pressure: the strain of what the system asks, and won't always allow
◆ Territory highlights
MEANING & REWARD
Optimistic
34%
ENERGY & MOTION
Collaborative
39%
PRESSURE
Challenged
24%
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◆ IN THEIR WORDS

WHAT ONCOLOGISTS TOLD US

“
I feel optimistic about treating NSCLC because outcomes have meaningfully improved with targeted therapies, immunotherapy, and better biomarker testing.
MALAYSIAOPTIMISTIC
“
Every patient has different circumstances and a strong desire to live, and every extra moment of life becomes more precious than ever.
VIETNAMMOVED
“
It is very dynamic and fulfilling that we have so many options, but difficult to keep up. There's a feeling you might be missing something.
AUSTRALIAOVERWHELMED
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// Build the "20 emotion cards sorted into 3 territories" hero ring graphic (function(){ const svg = document.getElementById('ringSvg'); const cx = 220, cy = 220, r = 130; const total = 20; // territory arcs (start index, count, color, label, label as 1-2 lines) const territories = [ {count:5, label:['MEANING &','REWARD'], top:'OPTIMISTIC'}, {count:3, label:['ENERGY &','MOTION'], top:'COLLABORATIVE'}, {count:5, label:['PRESSURE'], top:'CHALLENGED'} ]; // pad remaining "other emotions not detailed" as neutral dots to reach 20 const filler = total - territories.reduce((a,t)=>a+t.count,0); const gapDeg = 14; // gap between territory arcs const startAngle = -90; let angle = startAngle; const totalGap = gapDeg * territories.length; const usableDeg = 360 - totalGap; let html = ''; // center hub html += ``; html += `82`; html += `ONCOLOGISTS`; territories.forEach((t, ti) => { const arcDeg = usableDeg * (t.count/ (total-filler)); const step = arcDeg / (t.count - 1 || 1); for(let i=0;i`; } // label at arc midpoint, placed outside ring, wrapped across up to 2 lines const midA = (angle + arcDeg/2) * Math.PI/180; const lx = cx + (r+46)*Math.cos(midA); const ly = cy + (r+46)*Math.sin(midA); let anchor = 'middle'; if(Math.cos(midA) > 0.35) anchor='start'; else if(Math.cos(midA) < -0.35) anchor='end'; const lineH = 11; const yOffset = (t.label.length - 1) * lineH / 2; let tspans = t.label.map((line, li) => `${line}`).join(''); html += `${tspans}`; angle += arcDeg + gapDeg; }); // filler neutral dots (remaining catalogued emotion cards not deep-dived) for(let i=0;i`; } svg.innerHTML = html; })();