The news: Genentech and Breastcancer.org launched a campaign to highlight the need for breast cancer support after initial treatment. The “About Damn Time” campaign focuses on the five or more years of hormone therapy typically needed for women with HR-positive, HER2-negative breast cancer—the most common subtype, accounting for approximately 70% of cases. More than 225,000 US women are expected to be diagnosed with it in 2026.

Why it matters: A growing number of women are living with a history of breast cancer, increasing the need for long-term treatment and survivorship support. More than 4 million US women are breast cancer survivors, according to the American Cancer Society, but that’s expected to reach 5.3 million in 2035, the largest projected growth among the 10 most prevalent cancers.

Breast cancer patients can face a drop in support as ongoing treatment remains. Family and friends’ support often tapers off around the time patients finish initial treatment, according to Genentech. Cancer patients’ need for support doesn’t taper off though: Ongoing hormone therapy can be difficult due to side effects such as hot flashes, fatigue, and joint pain.

Implications for breast cancer drugmakers: Drugmaker efforts tend to focus on helping patients choose treatments, but support needs can extend for years after initial intensive care. During that time, patients have less frequent contact with care teams even as they manage ongoing hormone therapy and the uncertainty that can come with survivorship.

Patient support programs can put more emphasis on this less visible stage of treatment, with check-ins timed across the full course of therapy rather than concentrated around treatment initiation. Tracking engagement and adherence can help identify when patients are most likely to lapse and where additional support may be useful, particularly for younger patients who are most likely to fall off treatment.

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