Oncology Market Opportunities and Growth Trends

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Breast cancer, prostate cancer, and Non-Hodgkin’s Lymphoma are three of the most common cancer diagnoses in the U.S. — with a significant increase in new cases estimated to occur in 2020 and beyond.

We know that there are countless medical device suppliers, pharmaceutical companies, and biotech organizations with groundbreaking ideas looking to develop new drugs and devices to create more targeted therapies that improve the patient experience.

To assist those firms in bringing those devices, drugs, and therapies to market, Definitive Healthcare (DHC) is hosting a webinar to help these entities size their markets, inform product development, and plan effective go-to-market strategies. The goal is to reduce time spent searching for buyers and allow for more time innovating and changing patient lives.

Here is a preview of what you can expect to learn from this webinar.

Breast cancer growth trends and market outlook

In American women, the breast cancer incidence rate has increased an average of 0.3 percent each year since 2007. This year alone, an estimated 276,480 new cases of invasive breast cancer are expected to be diagnosed in the U.S. Approximately 1 in 8 U.S. women will develop invasive breast cancer in her lifetime.

DHC also recently released an article showing that preventative breast cancer screenings were the number one most reported procedures in outpatient facilities in 2019.

There are no limits to the ways an organization can choose to bring innovation into an actively growing healthcare market. As one specific example of opportunity, though, the breast biopsy market size is growing from $537.7 million in 2017 to a projected $1,005.7 million by 2023, at a compound annual growth rate (CAGR) of 11 percent.

This market growth is not only linked to the rising incidence of breast cancer diagnoses, but also to rising reimbursement rates for image-guided biopsies and a growing demand for minimally invasive breast biopsy procedures.

With insight into a growing market, details like these can be used to highlight opportunities beneficial for innovative businesses, healthcare payors, providers, and patients.

Prostate cancer growth trends and market outlook

The American Cancer Society estimates 191,930 new cases of male prostate cancer in 2020 — 33,000 of these cases will result in death. Approximately 1 in 7 men will be diagnosed with prostate cancer in his lifetime.

There are many treatment options available for prostate cancer patients, depending on the stage of cancer and the individual’s unique needs. Treatment side effects and complications, however, often negatively impact the patient’s quality of life.

By 2025, the prostate cancer therapeutics market is expected to reach $12 billion. The combination of an increasing incidence rate and evolving technologies surrounding diagnosis and treatment are driving this market growth. Organizations with a means to reduce payor and provider costs along the patient journey and improve patient recovery can find success here.

Non-Hodgkin’s Lymphoma (NHL) growth trends and market outlook

The U.S. is expected to see around 88,720 new cases of lymphatic cancer in 2020, resulting in an estimated 20,910 deaths. Of these 88,720 cases, a total of 77,240 are estimated to be non-Hodgkin’s lymphoma (NHL). Similar to prostate cancer, there are many effective treatments for NHL available, but the side effects can have long-lasting or even permanent results, making further research and therapy innovation in the area necessary.

The lymphoma treatment market size was valued at $11.7 billion in 2018, and is expected to grow at a CAGR of 9.5 percent through 2026. The launch of several novel therapies and the label extension of commercialized products is predicted to further increase opportunity within this market.

How Definitive Healthcare identifies addressable markets

As displayed above, with the right data, organizations can identify and size their addressable market — regardless of how niche or active these markets are. For example, an organization can use the DHC Claims Analytics platform to identify which hospitals in the country are reporting the highest number of ‘malignant neoplasm of prostate’ codes (ICD-10 C61) in 2019.

Top 10 hospitals ranked by volume of malignant neoplasm of prostate diagnoses


Definitive ID




# Total Diagnoses

Avg Charge



Houston Methodist Hospital







Cleveland Clinic Florida







Orlando Health Arnold Palmer Hospital for Children







Mount Sinai Medical Center

New York






Mount Sinai Medical Center

Miami Beach






AdventHealth Orlando







William P Clements Jr University Hospital







Spectrum Health Butterworth Hospital

Grand Rapids






Scripps Mercy Hospital San Diego

San Diego






Mercy Hospital Oklahoma City

Oklahoma City




Fig 1: Data pulled by using the DHC Claims Analytics platform  and organizing by ICD-10 code C61. Updated March 2020.

This can provide a broad idea of which cities and states are going to deliver the best results as an organization’s market research becomes increasingly more granular.

Learn more

For an idea of how medical device companies in specific can get more granular with their market research, you can read our blog How Medical Device Companies Identify Buyer Intent for ABM.

But to learn how to deliver innovative oncology drugs, therapies, and devices to every physician in your territory treating the specific patient populations you serve. Join Todd Bellemare, healthcare provider and patient data specialist and VP of Professional Services at Definitive Healthcare, for a data-driven webinar on March 26, 2020 at 2pm EST.

In this webinar, you will:

  • Discover market share shifts by geography and emerging trend data on prostate cancer, breast cancer and lymphoma
  • Understand market share by region for the three leading oncology diagnoses by identifying the largest treatment centers, referral patterns, hospital and physician affiliations, and market share by breadth and depth of care
  • Learn about the evolving patient journey by examining points of entry for care, referral patterns within and outside of facilities and physician groups, common comorbidities that influence the journey, and the identification of patients for early and late-stage treatments
  • Identify and rank physicians for targeting by facility, referral patterns and the percentage of referrals in the market

Register now.

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