We delve into the most compelling collaborations in the pharmaceutical industry that have taken place in the last couple of months, specifically those that have featured non-traditional healthcare players – a theme becoming more commonplace as pharma pushes for more patient-informed strategies. There is a particular emphasis on partnerships exploring disease detection and sponsorships in the creative arts.
INCYTE AND COMIC BOOK ARTIST J.G JONES’ ‘RARE REFLECTIONS’ CAMPAIGN
This year’s Rare Disease Day saw Incyte enlist the acclaimed comic book artist and blood cancer survivor, J.G Jones, for their ‘Rare Reflections’ awareness campaign. For this, Jones will interview eight to ten patients with myeloproliferative neoplasms over the coming months and translate their stories into custom illustrations. Incyte plan to share these online, as well as creating a tour or traveling gallery for local communities to get involved.
J&J IN THE APP STORE
J&J has teamed up with Apple to improve health outcomes for those at risk of stroke, with use of the Apple Watch. Using features like the ECG and irregular heart rate notifications, the Heartline™ Study app has the potential to detect atrial fibrillation in wearers and alert them to seek medical advice. Through downloading the iPhone app, eligible American adults over the age of 65 can take part in this clinical study, which is particularly valuable research as atrial fibrillation can often lack symptoms.
ALEXA MEADE AND BAYER'S LIVE ART INSTALLATION: PAINTING REAL PEOPLE INTO MURALS
The New York World Trade Center has hosted an artistic awareness initiative, including a live installation of artist Alexa Meade painting three heart attack survivors into giant murals. Bayer appointed Meade to paint everyday scenes, which blended the 3D with the 2D, to create an optical illusion that ‘hides’ the person. This campaign illustrated the hidden risks of heart attacks and the hidden emotional side effects that can accompany cardiovascular disease.
BAYER SOLUTION HACKING FOR CORONAVIRUS
Over 300 scientists, programmers, and designers gathered via Zoom, Slack, and Google Hangouts to attend the Data Natives annual hackathon. Over the course of the weekend, experts from Bayer acted as mentors to 20 teams who worked at hacking digital solutions to the challenges presented by coronavirus. Ideas presented to the judging panel included one COVID-19 case tracking software, health check apps, and a method of 3D printing swabs for COVID-19 tests.