Pharma To Date

Novartis has expanded its innovative blood cancer awareness campaign to Scotland, marking a significant milestone in its ongoing efforts to enhance the recognition of myeloproliferative neoplasms (MPNs). The campaign features a series of sculptures displayed at the University of Glasgow from September 2 to 22, 2024. This initiative aims to elevate awareness of MPN symptoms and facilitate earlier diagnosis and treatment.

The exhibition showcases ten sculptures, each symbolizing a key symptom of MPNs, which are rare blood cancers. These symptoms include fatigue, night sweats, and weight loss, which can often be mistaken for more common conditions. By representing these symptoms in a visual and interactive format, Novartis seeks to highlight the often-overlooked signs of MPN and encourage both patients and healthcare providers to consider these conditions earlier in the diagnostic process.

Each sculpture is paired with an augmented reality experience, allowing visitors to interact with characters such as “Night Sweats Nick” and “Weight Loss Wendy.” This approach is designed to make the information more engaging and memorable, potentially improving the recognition and diagnosis of MPNs. The use of QR codes to access these experiences further enhances the accessibility and impact of the campaign.

MPNs, including myelofibrosis, polycythemia vera, and essential thrombocythemia, collectively affect around 4,100 individuals annually in the UK. Despite their rarity, these conditions can significantly impact quality of life if not diagnosed and treated promptly. Novartis' Jakavi, a JAK inhibitor developed in partnership with Incyte, is a key therapeutic option for managing these diseases.

The expansion of this awareness campaign to new locations such as Glasgow, following its previous success in London and other UK cities, underscores Novartis' commitment to improving disease awareness and patient outcomes. By using art to symbolize and educate about the symptoms of MPNs, the campaign aims to reduce diagnostic delays and enhance early intervention, ultimately improving patient care and treatment efficacy.