Bristol Myers Squibb (BMS), one of the leading pharmaceutical giants, has taken a strategic approach to boost awareness of ulcerative colitis by seizing the opportunity of the Women’s World Cup. With the 2023 edition of the tournament just around the corner, BMS has teamed up with a prominent World Cup commentator, a former professional soccer player, and a courageous individual who also happens to be a patient living with ulcerative colitis. Together, they have set out to spread a powerful message to the world.
Rosie White who is also a former soccer player, has endured a multiyear struggle with ulcerative colitis, starting from the challenges of getting a proper diagnosis to finding a treatment that could provide lasting relief. In a poignant campaign backed by BMS and a heartfelt four-minute video featured on the dedicated website, this inspiring individual openly shared her personal journey. She recounted how, in the early stages of experiencing symptoms, she felt uncomfortable discussing her condition with her loved ones and healthcare providers, leading her to suffer in silence, isolated and stressed. Unfortunately, the lack of communication resulted in her symptoms worsening, ultimately leading to hospitalization. But from that difficult experience, a profound realization emerged.
With unwavering determination, the former soccer player-turned-patient now aims to empower others to find the strength and courage to break free from the barriers of silence. Through the BMS campaign, she passionately encourages individuals living with ulcerative colitis to initiate those crucial conversations with their healthcare providers and loved ones as soon as possible, sparing them the emotional toll and potential complications that she herself had faced. Her story serves as a powerful testament to the transformative power of speaking up and seeking support.
The dedicated website, an integral part of BMS’s Zeposia domain, goes beyond just sharing her personal narrative. It provides a treasure trove of practical advice, straight from the heart of someone who has experienced the trials and tribulations of ulcerative colitis firsthand. Among her valuable insights, she suggests creating “very detailed” lists of “action-items” to help effectively manage the condition, urging individuals to take small, incremental steps and celebrate the victories of crossing off each task.
The website also features a plethora of other useful tips and resources, aimed at fostering a supportive community for those living with ulcerative colitis. BMS recognizes that such a community can play a pivotal role in the journey of patients and can provide invaluable emotional support, understanding, and practical guidance.
Beyond the altruistic goal of raising awareness for ulcerative colitis, BMS has an additional motivation – maintaining the upward momentum of Zeposia. The drug, approved for ulcerative colitis treatment in May 2021, experienced a remarkable 87% increase in sales last year, reaching an impressive $250 million. However, the competitive landscape demands that BMS continues to be proactive in expanding the drug’s market share and label to cater to a wider range of patients in need.
With a determined spirit, a heartfelt campaign, and a commitment to bettering the lives of those living with ulcerative colitis, Bristol Myers Squibb strides forward, empowered to make a lasting impact and provide much-needed hope and support to individuals battling this challenging condition.
Ulcerative colitis is a chronic inflammatory bowel disease that primarily affects the colon and rectum. The exact cause of ulcerative colitis remains unknown, but it is believed to result from an abnormal immune response that targets the gastrointestinal tract. Genetic factors may also play a role, as the condition tends to run in families. Certain foods, stress, medications, and infections, can exacerbate symptoms in susceptible individuals. The immune system’s overreaction leads to inflammation and ulcers in the inner lining of the colon, causing symptoms like diarrhea, abdominal pain, rectal bleeding, weight loss, and fatigue.
To learn more, visit www.SupportingYouwithUC.com. Additional patient resources are available such as: a downloadable resource with lifestyle tips for living with moderate to severe UC, a UC symptoms quiz and a bathroom access card with information on bathroom access laws by U.S. state.
To learn more, visit Zeposia.com.
*Rosie White is an actual Zeposia® patient who was compensated by Bristol Myers Squibb for her time.