Amidst an increasingly competitive landscape, biopharma companies, when interacting with oncologists, need to individualize the experience, according to consulting company Accenture. Accenture Life Sciences interviewed 120 oncologists in the U.S. and Germany as part of a new report. The results show that for most services, company representatives who deliver support should have a some kind of medical background However, peer-to-peer discussions are increasingly in demand. For example, when discussing the best treatment option for a patient or treatments under development, another oncologist is preferred. Oncologists tend to want a hybrid of virtual and in-person delivery of services, though oncologists tended to favor group meetings for many services. The most popular interactions oncologists want are one-on-one in-person meetings, followed by virtual meetings, and smartphone or tablet-based apps.