Bristol Myers Squibb Taps Mariska Hargitay for Myeloma Awareness Campaign
Event summary
- Bristol Myers Squibb (BMY) launched the “Investigating Myeloma” campaign with actor Mariska Hargitay to raise awareness about multiple myeloma research.
- The campaign highlights CELMoD research, a targeted protein degradation approach led by BMY.
- Mariska Hargitay’s involvement is personal, honoring her father Mickey Hargitay, who passed away from multiple myeloma 20 years ago.
- BMY emphasizes its long-standing commitment to advancing multiple myeloma treatment, despite the disease remaining incurable.
The big picture
Bristol Myers Squibb’s partnership with Mariska Hargitay underscores its strategic focus on raising awareness for multiple myeloma, a disease with significant unmet medical needs. The campaign aligns with BMY’s broader push to advance innovative research, particularly in targeted protein degradation, as it competes in the crowded oncology market. With approximately 36,000 new cases diagnosed annually in the U.S., the campaign could enhance BMY’s reputation for patient-centric innovation.
What we're watching
- Research Progress
- The pace at which CELMoD research advances could determine BMY’s leadership in multiple myeloma treatment.
- Patient Access
- Whether BMY can simplify the patient journey and expand access to innovative treatments will be critical.
- Market Positioning
- How BMY leverages high-profile partnerships to differentiate itself in the competitive oncology space.
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