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Case Study: Bristol-Myers Squibb hires Sandra Lee for Rheumatoid Arthritis campaign
 
Client : Bristol-Myers Squibb
Project : Research for Rheumatoid Arthritis
Celebrity : Sandra Lee
Situation
Medical research shows that many people with rheumatoid arthritis find everyday tasks, such as cooking, are very difficult or these patients folk always looking for ways to help improve the quality of their lives.
ORENCIA® (abatacept) is a prescription medicine used to treat adults with moderate-to-severe RA who have not been helped enough by other medications for RA.
 
Solution
Bristol-Myers Squibb, makers of ORENCIA® (abatacept) decided to develop a campaign to help educate patients with the disease so that they can learn about all of their treatment options.
RxCelebs recommended that BMS work with Life and Style Expert Sandra Lee. Ms. Lee worked with BMS to develop a specific approach to cooking for RA patients which involves using 70 percent store-bought items and 30 percent homemade items in every meal which can makes life much easier those who suffer for from RA.
Lee's signature style was strongly influenced by her grandmother, who suffered from rheumatoid arthritis (RA)
Sandra Lee worked with Bristol-Myers Squibb and the Arthritis Foundation to launch the “I can with RA in the Kitchen.” The goal of the campaign was to provide recipes that make cooking simpler for RA patients and offer RA-friendly organization ideas and cooking tips. (www.icanwithra.com)
Launched a national media campaign inspiring people with RA who are looking for ways to improve the quality of their lives.
 
Press Release
http://www.businesswire.com/portal/site/bms/index.jsp?ndmViewId=news_view&ndmConfigId=1015992&newsId=20081211006334&newsLang=en
 
Results:
To date, 177 print or Web articles (including pick up of the press release and mat release) and 1,317 broadcast (TV and radio) segments have appeared, for a total audience reach of 44,317,015.
 
More than 84 Web sites have posted the Bristol-Myers Squibb press release announcing the launch of the campaign including:
About.com Forbes.com Orlando Sentinel
Boston.com FoxBusiness.com Pharmalive.com
BusinessWeek Guide2Arthritis.com Reuters
Denver Post MSN Money Seattle Times
EverydayHealth.com Newsweek World Pharma News
 
Multimedia
 
Newsday Wellness
May 21, 2008
 
Everyone wants less work in the kitchen.
Welcome to I Can with RA in the Kitchen™, a program for people with moderate to severe rheumatoid arthritis (RA) created by Bristol-Myers Squibb in collaboration with Sandra Lee, best-selling author and host of "Semi-Homemade with Sandra Lee,” and the Arthritis Foundation. Sandra, whose approach to cooking and everyday living was inspired by her grandma who had the disease, offers simple recipes and tips that can help make preparing meals a little easier if you have RA.
 
Good Day New York (FOX)
February 28, 2008
 
Sandra Lee Offers Kitchen Tips to Arthritis Patients
Cooking can be a chore for people living with physical limitations caused by arthritis. Influenced by her grandmother who had rheumatoid arthritis (RA), life and style expert Sandra Lee developed her "semi-homemade" approach to cooking -- use 70% store-bought items and 30% homemade items in every meal. Lee has launched a campaign, sponsored by Bristol-Myers Squibb (the maker of Orencia) and the Arthritis Foundation, called I Can with RA in the Kitchen. The campaign's website, offers cooking tips, kitchen organization ideas, recipes, and a self-assessment tool to help RA patients track how the disease is affecting their ability to perform daily activities.
 
FOXNews.com
April 4, 2008
 
The celebrity chef is making food preparation easier for those with chronic pain.
Simple tasks like opening a jar or lifting a pot can be big challenges for people with chronic pain from rheumatoid arthritis (RA), an autoimmune disease that causes painful joint inflammation. Of 340 rheumatoid arthritis patients surveyed by phone in 2007, 60 percent reported having difficulty cooking. But there's no need to endure pain in the kitchen any longer — celebrity chef Sandra Lee, the Arthritis Foundation, and the makers of the drug Orencia have teamed up to create ICanWithRA.com, a resource for helpful hints on all aspects of cooking, from grocery shopping to making a meal.
 
Seattle Times
March 17, 2008
Full Article
 
Grandmother's wits help RA sufferers
NEW YORK — As a child, Food Network star Sandra Lee remembers her grandmother rubbing her stiff and sore hands to help alleviate pain. Rheumatoid arthritis was a constant in Grandma Lorraine's life.

While the chronic autoimmune disease that causes joints to ache and throb often made life difficult for the cafeteria worker who took care of Lee and her younger sister, Cindy, she usually didn't complain.
 
St. Petersburg Times
March 11, 2008
Full Article
 
Healthline: Kitchen help for folks with arthritis
Rheumatoid arthritis is an autoimmune disease - the body attacks itself - that causes pain, stiffness and limited motion in the joints. The Web site www.ICanWithRA.com offers cooking tips, recipes and kitchen ideas for sufferers. Among the tips: Buy small boxes and containers, which are easier to lift. Or, have a family member buy in bulk and then divide and repackage into smaller containers.

Utensils to have include an electric jar/can opener, food processor and pots and pans that have two handles.
 
icanwithra.com
March 1, 2008

Full Article
 
About.com
March 1, 2008
Full Article
 
Everydayhealth.com
March 9, 2008
Full Article
 
Trenton Times
March 26, 2008
 
Hartford Courant
February 28, 2008
 
 WomensRadio.com
April 30, 2008

Full Article