With technologies rapidly diversifying and cell and gene therapies (C&GTs) gaining recognition among patient groups as treatments with immense curative potential, there are clear opportunities for marketers to differentiate from existing, often palliative, approaches to care. Ben Beckley, president at Evoke Mind+Matter, an Inizio company, explores why it’s more important than ever to stand out in the market and looks at some of the opportunities on the horizon for C&GT developers.