Gilead’s oncology campaign spotlights metastatic breast cancer patients who often feel unseen

Gilead Sci­ences is fo­cus­ing on the over­looked needs of peo­ple liv­ing with metasta­t­ic and triple-neg­a­tive breast can­cer in its lat­est un­brand­ed on­col­o­gy cam­paign.

The “Ex­pose MBC” dig­i­tal and so­cial ef­fort is built on in­sights from pa­tients who can feel un­seen or un­heard in the broad­er breast can­cer com­mu­ni­ty.

“MBC pa­tients still don’t have many ded­i­cat­ed re­sources just for them,” said Gilead breast can­cer com­mu­ni­ca­tions lead Ann Luk, not­ing pa­tients of­ten feel scared and alone af­ter the stage 4 di­ag­no­sis. “We’re try­ing to meet pa­tients where they are with these hon­est, au­then­tic re­al sto­ries — and in­for­ma­tion and re­sources they can ac­tu­al­ly use.”

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