The American Society of Hematology’s (ASH) latest annual meeting wrapped in San Diego in December, with the event serving up a little bit of everything. While past congresses seemed to gravitate towards a specific theme, this year’s meeting was a masterclass in balance – a blend of high science, high tech and high hopes.
ASH 2024 delivered a blockbuster lineup of advances in haematology. From practical guidance on optimising current treatments to game-changing gene therapies and AI disruption, sessions showcased progress and challenges in equal measure. Discussions on health equity and intergenerational mentorship highlighted the importance of collaboration and inclusion, while a fascinating plenary session looked at how diet – specifically keto – could enhance the effectiveness of CAR-T therapies.
The exhibit hall combined science, art and humanity with powerful storytelling around clinical practice, patient journeys and DEI. From a marketing perspective there was a notable shift in approach; interactive games and quizzes – once a staple for booth engagement – were scarce. Instead, booths leaned into sleek virtual reality experiences (shout-out to BMS) and practical essentials, with one of the biggest hits – GSK’s charging stations – literally helping keep attendees plugged in.
Here’s our take on the trends that stood out.
DEI: still at the forefront
Diversity, equity and inclusion (DEI) were woven into the fabric of the congress, with countless initiatives focused on breaking down systemic barriers in haematology. The message was clear: inclusivity isn’t an option, it’s an expectation. ASH’s Health Equity Studio was a standout, showcasing actionable ways to improve diversity not just in clinical trials and patient care but among the haematology workforce too. Strategies focused on overcoming language barriers and eradicating disparities in marginalised communities.
Pharma leaned in, with highlights including J&J’s degendering protocols to ensure better care for LGBTQIA+ patients, and Sanofi and Incyte’s shared strategies for increasing representation in trial recruitment. For pharma, these initiatives provide an opportunity to not just ‘talk the talk’ but also ‘walk the walk’. DEI-driven messaging is no longer a check-the-box exercise, it’s a competitive differentiator.
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