Novartis retools breast cancer site

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Novartis relaunched its advancedbreastcancercommunity.org with a focus on an often sidelined patient population—the breast cancer patients who have to live as cancer patients, not necessarily as survivors.

Patient advocate Musa Mayer of advancedbc.org told MM&M the site uniquely focuses on patients who are unintentionally made “to feel like failures” amid a “relentless focus on celebration of survivorship.”

Ginny Knackmuhs, a board member of the all-volunteer Metastatic Breast Cancer Network said the site, which includes videos, resources and an online community, puts information about living with advanced breast cancer in one place, where patients with the disease can find it, and provides an opportunity to “get people thinking that metastatic patients are part of the larger story of breast cancer.”

The website, which includes links to patient videos, news and resources, initially launched with financial support from Bristol-Myers Squibb. The latest iteration includes links to news, resources, tools and an online community.

It also includes a link to Novartis' “Count Us, Know Us, Join Us” initiative that tries to show how many people are affected by advanced breast cancer—visitors help create a name mosaic if they are, or know, a person with advanced breast cancer.

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