Singapore – Johnson & Johnson has launched a new initiative, ‘The 3rd Opinion,’ the patient’s own opinion, to promote shared decision making in lung cancer treatment across Asia Pacific. The campaign introduces a new term intended to empower patients to engage more actively in their treatment decisions, particularly amid growing scientific advancements and the increasing number of lung cancer therapies now available.
The initiative draws on recent findings published in Future Oncology, which show a disconnect between physician encouragement and patient participation in treatment decisions. According to the data, while 69% of physicians in the region promote shared decision making, as many as 77% of non-small cell lung cancer (NSCLC) patients still rely entirely on their physicians to choose their treatment. Cultural factors such as deference to authority, stigma, and limited disease understanding have been cited as contributing to patients’ reluctance to voice their preferences.
“Being diagnosed with lung cancer is overwhelming. It’s natural for patients to seek clarity, often by pursuing a second opinion, to better understand their condition and treatment options. However, patients often hesitate to express their concerns and treatment goals, causing them to be overlooked in the decision-making process. By creating space for the patient’s own opinion, The 3rd Opinion, creates a new way of thinking about lung cancer treatment and empowers patients to find their voice,” said Anthony Elgamal, Vice president of oncology ar Johnson & Johnson Innovative Medicine Asia Pacific.
The initiative launch aligns with the status quo of lung cancer remaining as the leading cause of cancer incidence and mortality worldwide, with more than 2.5 million new cases annually. Asia accounts for 63% of these cases. Among the most common forms is NSCLC, which constitutes up to 85% of all lung cancer diagnoses.
Moreover, a significant proportion of these cases in Asia are linked to genetic mutations such as EGFR, found in 30–40% of Asian NSCLC patients, compared to just 10–15% in the United States and Europe. Despite medical advances, fewer than 20% of people with these genetic mutations survive beyond five years, and up to 40% do not receive any treatment beyond their first-line therapy.
“With the disproportionately high prevalence of certain NSCLC mutations in Asia Pacific, we need to think differently about how we treat patients and what more we can achieve with the first treatment. Treatment options have become increasingly complex and clinical decision making should comprehensively consider disease characteristics, patient treatment goals and values, and aim for an individualized balance between survival, longer lasting disease control and side effects. When shared decision making includes all available options, the final decision can be made collaboratively,” said Prof James Chih-Hsin Yang, director of National Taiwan University Cancer Centre and key advocate for The 3rd Opinion initiative.
Mark Brooke, chief executive officer of Lung Foundation Australia, co-author of the Future Oncology article and supporter of the campaign, also emphasised the importance of clear communication between doctors and patients. “The physician and patient dynamic is one of trust, but we cannot rely on that alone. The consequence is a potential disconnect between the patient and their healthcare professional around treatment preferences and personal goals.”
He added, “For patients, they often want more time above all else – to witness life’s milestones, more moments with loved ones, and more opportunities to simply live. Patients need to be equipped with adequate disease and treatment information, so they can communicate what matters most to them,” he said.
‘The 3rd Opinion’ campaign will be implemented in various Asia Pacific markets through educational tools and resources. These include a Lung Cancer Book of Answers in China, patient-focused videos, and decision-making aids. The initiative aims to normalize the inclusion of patient voices in treatment planning and promote collaborative care by integrating both clinical expertise and individual values in designing cancer therapies.
