Genentech Targets Post-Treatment Gaps in HR+/HER2- Breast Cancer…

Event summary

Genentech and Breastcancer.org launched the 'About Damn Time' campaign on October 1, 2026, to address long-term treatment challenges for HR+/HER2- early breast cancer patients.
The initiative aims to bridge the gap between perceived survivorship milestones and the reality of ongoing treatment, side effects, and recurrence anxiety.
Partners include Young Survival Coalition, Latinas Contra Cancer, and TOUCH, The Black Breast Cancer Alliance.
The campaign provides educational resources, real-life stories, and tools to support patients in discussions with their care teams.

The big picture

Genentech's campaign reflects a growing industry focus on survivorship beyond initial treatment, addressing a critical gap in HR+/HER2- breast cancer care. The initiative aligns with broader trends in patient-centered healthcare, emphasizing quality of life and long-term support. As recurrence risks persist for years, the campaign aims to empower patients to navigate ongoing treatment challenges with better-informed care teams.

What we're watching

Patient Engagement: How the campaign will affect patient-provider conversations about long-term treatment options and side effect management.
Industry Collaboration: Whether Genentech can sustain partnerships with advocacy groups to address broader survivorship issues.
Regulatory Impact: The pace at which regulatory bodies may recognize and support initiatives targeting post-treatment care gaps.