Supporting BMS Through Global Patient Advocacy Across Multiple Oncology Accounts

Bristol-Myers Squibb (BMS), a biopharmaceutical company focused on cancer and other hard-to-treat diseases, sought ways to demonstrate its value as an innovative partner to the global advocacy community.  BMS hired JPA to support the global patient advocacy team across multiple oncology accounts.
 
JPA conducted a global assessment—or “mapping”—of patient advocacy groups (PAGs) in key regions and countries for several cancer types, including prostate cancer, multiple myeloma, chronic myelogenous leukemia (CML) and melanoma.  Comprehensive dossiers were prepared, including information about the PAGs’ leadership and best contacts, mission and vision, vital statistics, and funding, as well as recommendations for prospective partnerships.

With JPA’s assistance, BMS has established a multi-faceted, branded advocacy strategy that supports its disease state messaging in partnership with the PAGs indentified during the mapping. 

Challenge

  • Emerging therapeutic areas are relatively unknown by patient community

Insight

  • PAGs are critical influencers for market access 
  • PAGs serve as credible resources to patient population

Strategy

  • Develop a model for ongoing engagement and mutually beneficial partnerships

Success

  • Conducted a global assessment—or “mapping”—of PAGs in key regions and countries 
  • Secured more than 45 one-to-one meetings with global PAGs to identify partnership opportunities and enhancing BMS’ leadership position
  • Hosted several intensive roundtable meetings between BMS representatives and advocates
  • Developed tailored outputs and global initiatives to address the needs of patients across tumor types

Testimonial

“The depth of JPA's understanding of the European patient advocacy community has been invaluable.  Their expertise has helped Bristol-Myers Squibb develop critical partnerships with patient advocates  working to address the unmet needs of patients.”
—Elzbieta Zawislak, Director, Access Communication and Disease Advocacy, Oncology, Europe, Bristol-Myers Squibb