Case Studies on Bristol-Myers Squibb

The Challenge: As Bristol-Myers Squibb (BMS) prepared to launch its metastatic breast cancer medicine IXEMPRA, the Food and Drug Administration asked the company to consider providing educational initiatives to patients who suffer from advanced breast cancer and their caregivers. To that end, BMS reviewed Internet resources for advanced breast cancer patients to learn how those patients accessed information online and what tools and other information they were finding. The result, BMS found, was that resources for this specific patient population were dispersed across multiple sites. Click here to read more…

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