Bristol-Myers Squibb ‘Native Ad’ at the StandUp2Cancer Telethon

In this StandUp2Cancer telethon segment, Katie Couric joins bladder cancer survivor Keith Fox. Now cancer-free, Keith Fox thanks Bristol-Myers Squibb and its employees for their immuno-oncology approach. The telethon aired simultaneously on ABC, CBS, FOX and NBC, BIO, E!, ENCORE, HBO, HBO Latino, ION Television, Lifetime Movie Network, Logo, MLB Network, mun2, Palladia, SHOWTIME, Smithsonian Channel, STARZ, STYLE, TBS and VH1.


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Script

Katie Couric: “Keith Fox, my new friend here, has always lived a healthy lifestyle. He took care of himself, his daughter and his wife. But on September 24, 2014, he was devastated to find out that he had bladder cancer stage 4. When other treatments didn’t work, Kieth heard about a new Stand Up to Cancer immunotherapy clinical trial made possible with support from donors like Bristol-Myers Squibb. So Kieth drove all the way from his home in Janesville Wisconsin to Houston Texas to enroll. Kieth has been cancer-free for more than a year. This innovative research approach, known as immuno-oncology offers tremendous hope and possibilities. Keith.”

Keith Fox: “Thanks Katie. I’m so grateful to be hear tonight and for the opportunity to be a dad and a husband. Thank you to Stand Up and to all of your supporters like Bristol-Myers Squibb and their employees. Please call the number on the screen and give.”

Year
2016
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Bristol-Myers Squibb received FDA approval for its immuno-therapy pairing of its older medication Yervoy and new PD-1 cancer-fighter Opdivo. The approval was  based on data from a clinical trial which showed that more than half of patients who tested negative for a BRAF V600 mutation responded to the two-drug combo. About 60% of “BRAF wild-type” patients taking both drugs responded, compared with 11% of patients taking Yervoy alone; 17% of the two-drug patients had a complete response. The combo patients also lived a median of 4.2 months longer without their disease progressing.

However, Bristol-Myers Squibb still needs goodwill because the two-drug cocktail will cost $141,000 for a four-dose course of treatment, or $256,000 for a year’s worth of therapy.

Bristol-Myers Squibb Opdivo

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