Bristol Myers Squibb has latched on to the Women’s World Cup to boost awareness of ulcerative colitis. One week out from the 2023 edition of the tournament, the Big Pharma has teamed up with a World Cup commentator, former professional soccer player and ulcerative colitis patient to get its message out.
Rosie White, who played 110 times for New Zealand and takes the BMS medicine Zeposia, has partnered with the drugmaker to launch the “Supporting You with UC” campaign. The campaign website shares White’s story. Aged 18, White experienced ulcerative colitis symptoms for the first time while playing for the New Zealand national team and subbed herself off the field.
The symptoms marked the start of a multiyear struggle with the condition, initially to get diagnosed and later to find a treatment that provided lasting relief. White discussed the experience with BMS for the campaign and in a four-minute video for the website.
“When I first experienced symptoms of ulcerative colitis, I found it uncomfortable to talk to my loved ones and my doctor, making me feel isolated and stressed and causing my symptoms to worsen to the point of ending up in the hospital,” White said. “I hope to motivate others to find the courage to have a voice and have those difficult conversations sooner than I did.”
The website, part of the Zeposia domain, features practical advice from White, who recommends people living with ulcerative colitis make “very detailed” lists of “action-items” to help manage their conditions and “cross off one tiny step today.” Other sections of the website feature different tips for living with the condition.
BMS is raising awareness of ulcerative colitis as it works to maintain the momentum behind Zeposia and deliver on blockbuster sales forecasts. Sales of the drug, which was approved in ulcerative colitis in May 2021, increased 87% last year, rising to $250 million, and BMS is keeping its foot on the gas as it tries to win share in the competitive indication and expand the label.