For the US launch of its cancer diagnostics campaign, Bayer asked patients to literally picture their cancers. Some of the responses might be expected and common amongst some patients such as a heavy weight, a dark shadow, although other’s were different. For example, 7-year-old Elysa drew her cancer as a small monster she calls Bobette.
While cancer patients go to their doctors first for information, they also get information from pharma and healthcare companies. A new look at cancer survivors’ media habits by Nielsen shows that where they get other data and to what degree they value it depends on when they were diagnosed. For instance, the report found that