Gilead and Upeach Launch Campaign Promoting Shared Decision Making for Breast Cancer Patients
In an exciting initiative aimed at breast cancer awareness, Gilead Sciences, a leading biopharmaceutical company, along with the Upeach project, has officially announced the launch of a campaign focused on enhancing shared decision making (SDM) for breast cancer patients. The notable ambassador for this campaign is Anna Umemiya, an esteemed actress and model. The campaign is titled "SDM - Making Your Own Breast Cancer Treatment Decisions with Your Healthcare Provider".
Gilead Sciences, headquartered in Chiyoda, Tokyo, is led by CEO Andrew H. Dexter and has dedicated over 35 years to advancing healthcare innovation. Their focus on tackling serious diseases has positioned them as a frontrunner in the biopharmaceutical field. Upeach, led by Kei Nakagawa, is a consortium designed to support complex and hard-to-treat breast cancer issues by offering accurate information and raising awareness among the public.
Shared decision making as a practice is gaining ground globally for its recognized benefits in enhancing patient satisfaction and improving quality of life (QOL). However, challenges such as paternalism, information disparities, and psychological barriers continue to hinder effective implementation of SDM. Recognizing these barriers, Gilead and Upeach’s campaign is specifically designed to provide support and resources to the breast cancer community, thereby promoting SDM practices.
Reflecting on her appointment as an ambassador for the campaign, Anna Umemiya commented, "When I was diagnosed with breast cancer in 2024, I had very little knowledge about the disease. However, I was determined to understand my treatment options better, so I asked many questions and communicated my wishes to my doctors. I want to share this experience with other breast cancer patients and help them navigate their treatment journeys. I am incredibly happy to take on the role of ambassador for this campaign."
The campaign will feature various initiatives, including
Upeach is composed of six patient associations and support groups across the country, aiming to disseminate accurate knowledge about breast cancer, especially focusing on hard-to-treat forms such as triple-negative breast cancer and stage IV/metastatic breast cancer. As part of their outreach strategy, Upeach recently initiated the "Momori Instagram Campaign", where breast cancer survivors and supporters share their stories on social media, generating over 1,800 posts thus far (@momorichan_campaign).
Additionally, Gilead Sciences is devoted to fostering a healthier world through scientific innovation, focusing on critical areas such as HIV, viral hepatitis, cancer, and inflammatory diseases. They commit to global investments aimed at improving public health outcomes, with recent plans to strengthen their operations in the U.S., backed by a substantial $320 billion investment strategy set for 2025.
Through this campaign, both organizations hope to inspire breast cancer patients across the nation to take an active role in their treatment decisions and to increase overall awareness and understanding of breast cancer through shared decision-making principles. By focusing on education and patient empowerment, the partnership between Gilead and Upeach marks a significant step forward for those affected by breast cancer.
Gilead Sciences, headquartered in Chiyoda, Tokyo, is led by CEO Andrew H. Dexter and has dedicated over 35 years to advancing healthcare innovation. Their focus on tackling serious diseases has positioned them as a frontrunner in the biopharmaceutical field. Upeach, led by Kei Nakagawa, is a consortium designed to support complex and hard-to-treat breast cancer issues by offering accurate information and raising awareness among the public.
Shared decision making as a practice is gaining ground globally for its recognized benefits in enhancing patient satisfaction and improving quality of life (QOL). However, challenges such as paternalism, information disparities, and psychological barriers continue to hinder effective implementation of SDM. Recognizing these barriers, Gilead and Upeach’s campaign is specifically designed to provide support and resources to the breast cancer community, thereby promoting SDM practices.
Reflecting on her appointment as an ambassador for the campaign, Anna Umemiya commented, "When I was diagnosed with breast cancer in 2024, I had very little knowledge about the disease. However, I was determined to understand my treatment options better, so I asked many questions and communicated my wishes to my doctors. I want to share this experience with other breast cancer patients and help them navigate their treatment journeys. I am incredibly happy to take on the role of ambassador for this campaign."
The campaign will feature various initiatives, including
- - A series of interviews between Anna Umemiya and healthcare professionals to discuss vital information about breast cancer treatment options.
- - Short video productions showcasing patients interacting with their healthcare providers discussing SDM.
- - A dedicated website set to launch in late June, providing resources and information pertaining to breast cancer treatment and SDM practices.
- - Opportunities to speak at conferences and seminars to further engage with the medical community and support systems.
Upeach is composed of six patient associations and support groups across the country, aiming to disseminate accurate knowledge about breast cancer, especially focusing on hard-to-treat forms such as triple-negative breast cancer and stage IV/metastatic breast cancer. As part of their outreach strategy, Upeach recently initiated the "Momori Instagram Campaign", where breast cancer survivors and supporters share their stories on social media, generating over 1,800 posts thus far (@momorichan_campaign).
Additionally, Gilead Sciences is devoted to fostering a healthier world through scientific innovation, focusing on critical areas such as HIV, viral hepatitis, cancer, and inflammatory diseases. They commit to global investments aimed at improving public health outcomes, with recent plans to strengthen their operations in the U.S., backed by a substantial $320 billion investment strategy set for 2025.
Through this campaign, both organizations hope to inspire breast cancer patients across the nation to take an active role in their treatment decisions and to increase overall awareness and understanding of breast cancer through shared decision-making principles. By focusing on education and patient empowerment, the partnership between Gilead and Upeach marks a significant step forward for those affected by breast cancer.
Topics Health）
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