BMS makes Baraclude, a drug used for the treatment of hepatitis B. Estimates state that half of the chronic infections in the US are patients who are Asian or Pacific Islanders, according to the news release from BMS.
Mike Huckman at CNBC's Pharma's Market blog notes: " ... Nearly every major pharmaceutical company is talking about the importance of emerging markets to their future growth - i.e. China, India, Russia, etc. Bristol-Myers Squibb is focusing on an emerging market within a developed market." (more after break)
I spoke with Christi Barnett, a spokesperson for the pharmaceutical company, and she said while this campaign will mainly focus on advertising tactics, BMS may incorporate PR efforts in the future.
For now, the company is running two, 60-second TV segments to educate patients about receiving proper care after announcing the initiative by issuing two press releases, one in English and one in Mandarin.