Bayer takes giant colon on tour to drum up colorectal cancer awareness

Bayer's Big Colon Tour will make 50 stops across the U.S. (Colorectal Cancer Alliance)

Bayer is taking a giant colon on tour. Yes, you read that right.

The German drugmaker is slated to hit 50 events across the U.S. with a large-scale, inflatable colon to raise awareness of colorectal cancer in an interactive way, and it’s teaming up with patient advocacy organization Colorectal Cancer Alliance to make the tour happen.

Stops will include 5k races, community fairs and medical centers.

3-Day Conference

6th Promotional Review Committee Compliance & Best Practices Conference

The leading U.S. event devoted to building the skills, speed and teamwork of your promotional review committee members will take place May 15–17, 2019 in Chicago. The conference is set to bring together more than 75 professionals to ensure your PRC is prepared to generate, collect and constructively act on expert comments for your entire drug and device portfolio.

The pair launched the tour “to take the the focus off the discomfort many feel when talking to their doctors about their diagnosis,” Colorectal Cancer Alliance president Michael Sapienza said in a statement. "The public's reaction has been overwhelmingly positive, and we're happy we could change the tone of an important conversation.”

More conversations around colorectal cancer could translate to more sales for Bayer, which markets treatment Stivarga. That med bears an approval for previously treated patients whose disease has spread to other parts of the body.

RELATED: Bayer's growth-driving quintet? Better make it a trio, thanks to Stivarga and Xofigo stall

And that’s an outcome that Bayer wouldn’t mind. In recent years, Stivarga has struggled in that indication against newer competition from Otsuka’s Lonsurf. In Q1, the med put up just €29 million in U.S. sales, a 12% year-over-year drop when factoring in foreign exchange rates.

Right now, Bayer could certainly use bigger contributions from the oncology therapy, not smaller ones. It’s part of a group of five products the company is counting on to power growth in the pharma unit, particularly as it focuses on agriculture in the wake of its mammoth Monsanto deal.

RELATED: Bayer puts cancer-fighting country crooner onstage to promote colonoscopies

The Big Colon Tour won’t be Bayer’s first effort to drum up colorectal cancer awareness. In 2015, it joined hands with another patient advocacy group, Fight Colorectal Cancer, for a performance from country star Craig Campbell, whose father died from the disease.


Suggested Articles

With a deal for the digoxin portfolio of Poland's Nobilus, C2 Pharma will have two supplies of API for making the sometimes difficult-to-get drug.…

A North Carolina federal jury found that Puma maliciously defamed Eshelman amid a proxy fight that began in late 2015.

Merck KGaA says it will invest €1 billion in its headquarters site in Darmstadt, Germany, as part of a five-year agreement reached with workers there.