A new TV spot from Bristol Myers Squibb that debuted Monday morning and will continue airing throughout the week visualizes a world in which healthcare professionals are showered in all the appreciation they’re due.
The unbranded public service announcement starts in drab tones, showing a doctor taking a deep breath before checking in on her next patient with the help of two other HCPs.
“Caring for people means hard work and long days, but a simple 'thank you' can change everything,” a child’s voice says, as the patient hands the doctor a colorful note from her child reading “thank you for saving my mom.”
With that, the world brightens, golden light shining on walls suddenly covered in handwritten thank-you notes as the healthcare workers look on in amazement. They throw open the window curtains to see even more notes floating down from the sky as the voiceover adds, “Imagine if we showed a world of gratitude to our champions in care.”
The PSA ends with a screen reading “Thank you, Champions in Care, from all of us,” accompanied by the BMS logo and the URL for the pharma’s newly launched “Champions in Care” website.
The TV ad will run through Nov. 16 across major cable channels, including CNN, Fox News and ESPN, a BMS spokesperson told Fierce Pharma Marketing, and the company will also “amplify” the PSA internally and across its social channels beginning Wednesday.
The Champions in Care initiative launched last month with an aim of paying tribute to all of the work that HCPs do to go above and beyond in improving patients’ lives.
The program’s website features the stories of six HCPs who “exemplify the very best of healthcare,” and the initiative has so far also included posts on social channels and a letter sent to HCPs via the popular medical networking platform Doximity.
“Champions in Care embodies BMS’ deep commitment to supporting the healthcare professionals who dedicate themselves to patient care every single day. These individuals exemplify how compassion, expertise, and unwavering dedication elevate medical breakthroughs into transformative care for patients,” Adam Lenkowsky, the company’s chief commercialization officer, said in a statement to Fierce.
“As part of this initiative, we’re proud to share the ‘A World of Gratitude’ PSA, which imagines what the world could look like if healthcare providers received the recognition they truly deserve,” Lenkowsky continued. “Through this initiative, we hope to inspire others across our industry and beyond to join us in expressing gratitude to these champions who work tirelessly and sometimes without acknowledgment, to improve and save lives.”