Moments matter in Pfizer and Bristol-Myers Squibb's latest pitch for afib awareness

Neon heart
Atrial fibrillation awareness and a risk of stroke that can impact lives in a "matter of moments" is the theme of the newest Bristol-Myers Squibb-Pfizer Alliance campaign. (Connor Wells/Unsplash)

Pfizer and Bristol-Myers Squibb are taking on atrial fibrillation again with a new awareness campaign. Called “Matter of Moments,” the multichannel effort looks to raise awareness about the connection between afib and stroke risk, as well as to highlight the importance of diagnosis for older Americans.

A Pfizer spokesperson said the initiative will be multiyear and the company will seek to work with physicians and advocacy organizations in getting the word out. So far since launch this month, Matter of Moments content has run on social media and on both Pfizer and Bristol-Myers Squibb’s websites. The new campaign comes on the heels of other BMS-Pfizer Alliance afib awareness efforts, including last year’s iHeartMedia partnership, “Tune Into AFib.”

RELATED: Pfizer, Bristol-Myers Squibb snag radio partner for ‘Tune in to AFib’ awareness push


Simplify and Accelerate Drug R&D With the MarkLogic Data Hub Service for Pharma R&D

Researchers are often unable to access the information they need. And, even when data does get consolidated, researchers find it difficult to sift through it all and make sense of it in order to confidently draw the right conclusions and share the right results. Discover how to quickly and easily find, synthesize, and share information—accelerating and improving R&D.

“Just as the lives of those affected by afib-related stroke, and those of their family and friends, may be impacted in a matter of moments, so, too, can afib be detected as part of routine medical care,” the Pfizer spokesperson said via email.

BMS and Pfizer’s Eliquis has quickly climbed to the top of the novel oral anticoagulant drug list. Although it was third to market behind Johnson & Johnson’s Xarelto and Boehringer Ingelheim’s Pradaxa, Eliquis grabbed the market share lead in 2017.

RELATED: BMS, Pfizer's fast-growing Eliquis is about to steamroll market-leader warfarin: executive

The blockbuster is now giving old-school leader warfarin a run for its money, BMS reported this summer. But it's still on the upswing and far from its peak sales estimate, analysts say. Evaluate Pharma has predicted Eliquis sales will top $11.3 billion by 2024, which is nearly double the $5.8 billion projected for Xarelto.

Suggested Articles

The FDA has granted Amarin's Vascepa a possible blockbuster label expansion for CV risk reduction in patients with or without CV disease.

In a high-stakes patent lawsuit between CAR-T companies Bristol-Myers Squibb and Gilead Sciences, BMS has come up with a victory. 

It’s been a year of ups and downs for Pfizer’s Xeljanz. But the company is hoping to close on a high note, with help from a new extended-release pill.