Pfizer launched its new metastatic breast cancer (MBC) campaign, called “Find your MBC voice” in early August with a new radio service, called WMBC. The radio service, the first of its kind, will host programming exclusively about metastatic breast cancer.
“Find Your MBC Voice” is another program in Pfizer’s suite of unbranded campaigns. “Story Half Told,” is an effort that focuses on support for patients and caregivers. “Find your MBC voice” complements that work by helping those affected by MBC empowerment in treatment decision-making.
Elements of the campaign include a show hosted by journalist Meredith Viera, called “The ABCs of MBC”, where she talks to patients, HCPs and other stakeholders about a variety of topics including financial decisions, choose a care team, and how to discuss a diagnosis with a loved one. Viera, whose grandmother died of MBC, felt a personal connection to the campaign and thought that patients like her grandmother would appreciate resources to help them through their experience with the disease or better understand their options. The format was carefully chosen by Pfizer to encourage patients to share their voice and allow who can benefit to easily consume programming options.
Other programming includes “Science of MBC” with host and well-known HCP Dr. Elizabeth Comen, where she discusses topics including clinical trials, new research, and treatment options.
Accompanying the radio service as part of the “Find your MBC voice” campaign is the TV ad highlighting patients and their words used after being diagnosed to form images. These TV ads are meant to highlight how daunting the MBC diagnosis can be and that they are not alone in their journey. The ad is emblematic of the campaign’s core message, which according to Diego Sacristan, Pfizer’s regional president for its oncology business in North America, is that “when a woman or man is diagnosed with metastatic breast cancer, they can feel overwhelmed, powerless, isolated and even invisible. And, even if they know what to say, they don’t always feel empowered to say it. We set out to help change all that."
Pfizer's Ibrance, which leads cyclin-dependent kinase (CDK) treatments for metastatic breast cancer, earned $4.96 billion in 2019.
To read more about “Find your MBC voice” and the new Pfizer effort, visit FiercePharma.
