The news: GSK's oncology sales grew 23% in Q3 to more than $800 million as the drugmaker rebuilds its cancer business.

GSK sold its oncology portfolio to Novartis in 2015 before re-entering the market in 2019. It now has five approved oncology drugs, with another potentially coming this year. GSK’s pipeline includes 15 cancer drugs in clinical trials, a number it expects to nearly double in 2027, per the Wall Street Journal.

Why it matters: GSK's oncology comeback is gaining momentum, but cancer drugs accounted for just 7% of its Q3 sales, making oncology a relatively small but important part of its long-term growth strategy.

GSK is investing heavily to expand its cancer portfolio, with its $10.6 billion acquisition of Nuvalent in June the company’s largest acquisition in eight years. GSK is looking to offset the loss of patent exclusivity for dolutegravir, an HIV drug ingredient used in four of its medicines, between 2028 and 2030. Those drugs generated about 16% of Q3 sales.

GSK’s next test is turning those investments into approved treatments and corresponding sales growth. It recently secured approval for Jideytro in lung cancer and an expanded use of Jemperli in rectal cancer, while another lung cancer drug, neladalkib, awaits an expected November FDA decision. But RBC analysts don't expect GSK's oncology investments to generate substantial sales until the end of the decade, per WSJ.

Implications for pharma and oncology marketers: With as many as 20 phase 3 oncology trials expected in 2027, GSK needs to prepare for potential launches, particularly as rival drugmakers also expand their cancer pipelines. Newer and especially unfamiliar treatments require education about how they work, how they benefit patients, and when special testing is needed. Unbranded campaigns can help patients better understand cancer diagnosis and treatment decisions without promoting unapproved drugs. AstraZeneca’s new “Meet Your Mark” campaign is a great example. It raises awareness of the complex biomarker testing needed for many newer cancer drugs.

Marketers also face growing competition for patient attention. Oncology TV ad spending rose 43% in 2025, per iSpot data shared with EMARKETER. Marketers will need to reach patients who may be eligible for their treatments through targeted media strategies that stands out without leaving a misleading impression.

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