Johnson & Johnson rolls out 'The 3rd Opinion' to empower patients in lung cancer care

To mark World Lung Cancer Day, Johnson & Johnson (J&J) has launched “The 3rd opinion” across Asia Pacific. A campaign that aims to empower patients to play a more active role in their treatment journey, especially for non-small cell lung cancer (NSCLC).

Coined by Johnson & Johnson, “The 3rd opinion” refers to the patient’s own perspective in addition to the physician’s recommendation and a second opinion. The initiative is designed to spark a shift in how treatment decisions are made, encouraging shared decision-making between patients and healthcare professionals in a region that continues to bear the brunt of lung cancer cases globally.

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Central to the campaign is a three and a half minute brand film, which kicks off with the question "When do you share opinion?" posed to interviewees across various different countries. When it comes to food, travel plans, and everday things, they had no qualms in sharing their opinions, but when it comes to health, many remain silent. 

The film then leads to a doctor who shares how patient opinions and voices are important in finding the most suitable treatment for lung cancer patients. The video also highlighted that 61% of patients don't share their treatment preferences with their doctor. This all boils down to the tagline of the campaign, which is a call for patients to "Make the 3rd opinion your own", after receiving the first and second opinions from doctors and other sources of advice.

J&J said in a release, that despite 69% of physicians in Asia Pacific saying they encourage shared decision-making, new research published in Future Oncology shows that up to 77% of patients still rely entirely on their doctors to decide their treatment paths. Cultural stigma, deference to authority and a lack of disease understanding are cited as major barriers.

"Being diagnosed with lung cancer is overwhelming. Patients may not always feel equipped to voice their goals and concerns," said Anthony Elgamal, vice president of oncology at Johnson & Johnson Innovative Medicine Asia Pacific. “By introducing ‘The 3rd Opinion’, we’re creating a new mindset that validates and elevates the patient’s voice," he added. 

According to J&J's statement, Asia accounts for 63% of the world’s lung cancer cases. Among these, NSCLC makes up 85%, with Asians disproportionately affected by specific mutations such as EGFR. Up to 40% of NSCLC patients in Asia are diagnosed with EGFR mutations, compared to 10–15% in Western populations. These mutations often lead to poor survival rates, especially when patients are diagnosed at later stages and miss out on further treatment options.

Prof James Chih-Hsin Yang, director of National Taiwan University Cancer Center, said that treatment decisions must consider both clinical factors and personal values. “With complex treatment pathways today, we need a more holistic and individualised approach. When patients are involved, we can strike a better balance between survival, quality of life and side effects," he added.

To support the movement, J&J is also rolling out educational resources across the region, including a “Lung Cancer Book of Answers” in China, shared decision-making tools, and a patient empowerment video. These tools are designed to help patients better understand their options and articulate their treatment goals.

The campaign underscores Johnson & Johnson’s broader push to normalise shared decision-making in oncology, ensuring that both the physician’s expertise and patient’s preferences come together to shape a personalised treatment strategy.

Historically, J&J has operated under three major segments, namely consumer health, pharmaceuticals and medical devices. In 2022, J&J announced that it would be spinning off its consumer health division into a separate publicly traded company called Kenvue.

J&J has faced extensive litigation over its talc-based baby powder, with claims linking it to cancer, significantly impacting the brand's public image. Today, as a pure-play healthcare and pharma company, Johnson & Johnson is entirely focused on healthcare innovation especially in oncology, immunology, as well as surgical and interventional solutions. 

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