Bristol Myers Squibb: Could it be HCM?

Pharmaceutical firm Bristol Myers Squibb created the Could It Be HCM? campaign which raised awareness of hypertrophic cardiomyopathy and encouraged people in the United States to ask their doctors about their symptoms.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Hypertrophic cardiomyopathy (HCM) is a heart disease that can get worse over time and can result in life-limiting symptoms and serious complications, including heart failure.

What's remarkable, though, is that most people don't even know they have HCM. While reported prevalence suggests 1 in 200* to 1 in 500† people in the general population have HCM, most patients remain undiagnosed.

To truly speak to people suffering with undiagnosed HCM, a campaign with an authentic voice was needed. A suite of market research projects...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands