United in our goals, unique in our needs:
World Cancer Day 2025

There were nearly 20 million new cancer diagnoses in 2022,(GLOBOCAN). Among these cases was someone very close to me – with a breast cancer diagnosis that shook us all. Despite huge medical advances, “cancer” can still be a scary word. She was scared not only of the disease itself but of the effects treatments might have. I remember her saying, “I will already lose my breast; how can I feel like a woman if I lose my hair too?” My first thought was, “It’s just hair; it will grow back.” But to her, it was important – she needed her hair to feel like herself.

This perspective made me reflect on the importance of patient-centered cancer care – seeing beyond the disease that needs treatment and understanding each patient’s personal needs. Thankfully, her treatment plan did not involve chemotherapy, and her breast was reconstructed during surgery. However, her journey to recovery was longer than expected. She was not able to return to work as soon as she thought she would, which added financial worries to her health concerns. Could her treatment plan have addressed this better? More physiotherapy or economic support might have helped her heal faster and worry less.

There is a unique story behind each of those 20 million cancer diagnoses, with unique challenges and needs. Yet, we are all united in our aim to reduce cancer incidence and to see cancer patients receive the care they deserve – care that not only treats the disease but also improves their lives. In this regard, it is encouraging to see that clinical trials now focus on patients’ quality of life and not just treatment efficacy and safety.

At infill, we are committed to supporting this vision. As a healthcare communications agency, we can create accurate educational resources that will empower patients and families to engage in discussions with their care teams and make informed decisions on their treatments. At the same time, we can develop high-quality, evidence-based training materials for healthcare professionals, contributing to the effective implementation of people-centered cancer care models.

Today, let’s remember: cancer care is not just about treating the disease—it’s about understanding and addressing the unique needs of every individual patient.