Patient centricity
Cancer is more than a diagnosis – it profoundly impacts the lives of millions across Europe, including patients, their loved ones, caregivers, and healthcare professionals. In many European countries, one in three people have a high chance of facing a cancer diagnosis by the age of 75.1
Over the last 10 years, cancer prevalence has increased by 24%, with the five-year cancer prevalence estimated at around two people out of every 100. 2 These numbers represent real people. Every one of them has a different story to tell and a unique perspective about their needs and care. At Daiichi Sankyo Europe, one mindset remains at the centre of our work - putting patients at the centre of everything we do.
Through openness and collaboration, we are a trusted partner for healthcare providers, patient representatives and advocacy groups, policymakers, and more. By actively listening to patients, we strive to understand their unique challenges and truly address their needs. We know that only together we can create better tomorrows.
How Daiichi Sankyo Europe involves patients
At Daiichi Sankyo Europe, we aim to involve patients at every possible opportunity, starting from the very beginning of our clinical studies. By engaging patients in the study design process, we ensure our research is shaped by their personal experiences and priorities. Through the interaction with focus groups and advocacy organisations, we can refine our research to reflect meaningful improvements in quality of life. This ensures that our clinical studies remain responsive to the needs and challenges faced by patients.
Patient advocacy groups play a crucial role in helping us tailor the protocols for patient-reported outcome studies and patient preference studies, ensuring that the patient experience remains at the core of everything we do. Our commitment goes beyond the clinical setting; it’s about placing patients at the forefront of decision-making processes to shape the future of cancer care.
Examples of collaborations with patient initiatives
dasBUUSENKOLLEKCTIV photography exhibition
Our Daiichi Sankyo Germany team collaborated with “dasBUUSENKOLLEKTIV” (the “boobs collective”), a non-profit organisation by and for those affected by breast cancer. The collective’s aim is to create a future in which cancer is discussed openly.
In 2024, Daiichi Sankyo Germany and dasBUUSENKOLLEKTIV hosted a Lunch & Learn focused on their empowerment project, “Let Your Scars Shine”, including a special photo exhibition at our Munich headquarters to draw attention to the challenges faced by breast cancer patients after mastectomy surgery. This initiative empowers women with cancer to embrace their bodies, often marked by surgery, as symbols of strength and uniqueness.
Combining this idea with Daiichi Sankyo’s Japanese roots, artists took this concept further by incorporating the Japanese Kintsugi tradition, which celebrates imperfections and highlights the beauty of scars as a testament to resilience. The exhibition featured photographs reflecting Kintsugi’s philosophy, highlighting the beauty of scars and the power of transformation. We are proud to support such impactful projects that encourage open conversations about cancer and help redefine beauty through the lens of strength and survival.
Breast Cancer Now audit support
In 2024, the Daiichi Sankyo UK team collaborated with Breast Cancer Now (BCN) to support a national secondary care audit aimed at improving clinical care pathways for metastatic breast cancer patients. Through roundtable discussions with BCN, medical experts, and government affairs teams, Daiichi Sankyo UK facilitated dialogue that led to government funding for this critical audit. This initiative will provide valuable clinical insights that may enhance patient care and treatment standards for those living with metastatic breast cancer.
Key initiatives to enhance patient-centric healthcare
The Economist Impact Report: Advancing women-centric breast cancer care in Europe
In collaboration with The Economist Impact, a platform that engages a globally influential audience to catalyse change and enable progress across critical issues themes such as public health, Daiichi Sankyo Europe developed a report proposing a more women-centric approach to advancing breast cancer care in Europe.
The report aims to define what truly constitutes women-centric breast cancer care, while identifying the challenges and opportunities for improving care in Europe through effective healthcare policy changes.
Key findings from the report include:
- Women-centricity in breast cancer care is still a relatively new concept, and the needs and preferences of women relating to quality of life remain largely unaddressed
- An important impediment to effective women-centric breast cancer care is the absence of a unified definition
- Risk-adapted and personalised screening and surveillance strategies could further enhance the women-centricity of care. More research is needed regarding their impact on outcomes, cost effectiveness, and acceptability among women
The report calls key stakeholders in politics and healthcare to take action, such as:
- Adopt a universally recognised definition of women-centric breast cancer care
- Co-create women-centric solutions for breast cancer care
- Develop a women-centric care toolkit for healthcare professionals
- Invest in high-quality data collection and research the cost-effectiveness of the women-centric care model
Raising Awareness for Metastatic Breast Cancer
Daiichi Sankyo Europe affiliates in the Nordics have been raising awareness for metastatic breast cancer (mBC) through an innovative social media campaign #makesomenoiseformbc, amplifying the voices of those affected and driving greater public understanding.
By creating relatable content and featuring a humanised character, Ms. Noisy, this campaign seeks to educate both, patients and the broader public, about the realities of mBC, breaking down misunderstandings and empowering patients with knowledge. The campaign website lifewith.dk offers additional support and resources for patients and families, such as factsheets and articles on managing mBC in everyday life.
Learn first-hand from our patients
Take a look at some more real-world stories showcasing our passion for innovation and compassion for patients through Daiichi Sankyo Europe activities.
References
- The Cancer Atlas. The Burden, Europe [Accessed February 2025]
- European Cancer Inequalities Registry. EU country Cancer Profiles Synthesis Report 2025 [Accessed February 2025]
