Boehringer Ingelheim GmbH: Transforming the terminal cancer patient
Time for a re-think about terminal cancer
With the huge steps in treatment that have been made in recent years, it is an extremely exciting time in cancer research.
At the same time, empowered patients have more access to information on cancer treatments and care. They have new aspirations and expectations.
Nowadays, optimal cancer care encompasses the mind, body, spirit and emotions. Today's patient wants to take control and be an active participant in their cancer treatment.
With this backdrop, conversations about cancer within the media, the pharmaceutical industry and everyday life were starting to look clichéd. Culturally, we are saturated in the belief that cancer patients, and especially those with end-stage disease, are depressed and angry, attempting to 'fight a war' against the cancer that is 'attacking them' from within.