BMS’s Opdivo TV Commercial Thanks Clinical Trial Participants

Patient Recruitment Patient Engagment Opdivo Commercial 2

There’s a lot of talk in clinical trial circles about patient engagement, making trials more patient-centric, and involving participants in the research results. The ultimate goal of all of this is to bring patients closer to the heart of clinical research. By participating in a clinical trial, you are helping to advance medical research that may provide better treatment or quality of life to you or your loved ones down the road. By participating in a clinical trial, you may receive an experimental medication that might work better than your existing treatment, which for many people, is a huge sigh of relief. Participating in a trial is a noble act with effects that reach far beyond the participant.

I can sense a collective aspiration in the industry to promote clinical trial participation to the general public, but how do you do that in a way that reaches the masses? How do you overcome the ‘needle-poked-guinea-pig’ preconception that is associated with a clinical trial participant? And who is going to pay for this?

This is why I really appreciated the effort made by Bristol-Myers Squibb in their Opdivo “Longer Life” commercial to thank the patients and physicians who participated in the trial. It’s a small 5-second gesture, but I really think it has the potential to change the industry. Imagine if every pharma commercial ended with this same message, viewers would start to take note. The public would realize that it is only through courageous volunteers that new treatments are discovered, and when it comes time for their loved ones to receive a treatment for their condition, they will know exactly who to thank as well.

Patient Recruitment Patient Engagment Opdivo Commercial 1

Here’s the full commercial:

Want to know if the audience is getting the messsage? Check out the Facebook comments below the TV spot on


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