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A Question of Empathy and Clothes

February 5, 2011 By jfisher 1 Comment

From Steve Dubansky, SVP, Medical Director, Palio

Empathy is one’s ability to feel what others feel, to identify with and understand their feelings. It implies feeling with the person rather than feeling sorry for the person. Clinical psychologists speak of two kinds of empathy, cognitive and affective.

Cognitive empathy is the ability to understand what the other person is thinking: “He must be telling himself that this is a bad diagnosis.” Affective empathy is the ability to understand what the person is experiencing emotionally: “He is likely really worried by this diagnosis.”

Sir William Osler

Empathy for the patient is a key component of any successful doctor-patient relationship. As the famous Hopkins internist Sir William Osler suggested 80 years ago, “It is as important to know what kind of man has the disease, as it is to know what kind of disease has the man.” He told his students to “listen to the patient,” because “the patient is telling you the diagnosis.”

Research has shown that when doctors respond empathically, their patients are more satisfied and more motivated to adhere to treatment. Multiple studies in both the legal and the medical literature support the fact that malpractice suits are fewer when the doctor-patient relationship is strong. Data suggests that empathic physicians are less likely to experience burnout. Sadly, doctors far too often miss the opportunity to display empathy in conversations with their patients. Often they do not even leave time (notice I did not say “often they do not have time”) to have the opportunity to empathize. One makes time for what is important.

I’ve always contended that listening to the patient requires both time to be and the ability to be empathic, and sadly, both qualities seem to be continually diminishing among many practitioners. Knowledge, no matter how limited, can, albeit with a great deal of effort, often be enhanced. All MDs are not created equal, intellectually. After all, half of medical school graduates were in the bottom half of their class.

Unfortunately, I believe that empathy cannot be learned. You either have it or you don’t. Rarely, a life-changing event can make the affected un-empathic individual “see the light,” begin to sincerely care about other people, and be able to empathize. Ironically, while it cannot be taught, feeling for patients and the ability to empathize can be lost over time, replaced by a limited and limiting feeling for money, lifestyle, time off, and abject disregard for the professed reasons they entered the profession in the first place.

A study published this month in The Canadian Medical Association Journal recognizes these facts, and its authors call on medical schools to place greater emphasis on empathic communication. The authors disagree with me when they contend that, “Even though physicians differ in their innate capacities, as with any other skill in medicine, clinical empathy can be taught and acquired.” Perhaps I’m a pessimist, but twenty years teaching in medical schools has given me the polar opposite opinion. When taught, many students are able to understand the concept of empathy, and some will even practice it transiently, but for those who never had it, the recidivism rate is very high.

An assistant professor of psychiatry at the University of Rochester studied the interactions of oncologists and their patients. She concluded that showing empathy saves time for busy physicians, in part I believe because, as Dr. Osler said, “the patient is telling you the diagnosis.” She states, “When the physicians in our study made empathic statements, the patient exchanges actually took less time. When they didn’t respond empathetically, patients were likely to repeatedly raise the point in an effort to get the response.”

The study demonstrated that oncologists showed empathy in only 22% of oncologist-patient interviews where there was a chance to display it. How about this example from the study?

Patient: “I was doing a man’s labor and I was always told I had a good strong heart and lungs. But the lungs couldn’t withstand all those cigarettes …”

Doctor: “Yeah.”

Patient: “… asbestos and pollution and secondhand smoke sand all these other things, I guess.”

Doctor: “Do you have glaucoma?”

The oncologist either didn’t pay attention to what the patient said or didn’t care enough to empathize, affectively or cognitively. The doctor just went on with his review of the patient’s organ systems instead of truly hearing the patient’s regretful admission of his lung abuse. This doctor, like far too many others, talked to his patient rather than with his patient.

Perhaps you’re fortunate enough to have empathic physicians. If, like too many people, you’re stuck with doctors who have neither the time nor the inclination to empathize with you, doctors with whom you aren’t at all comfortable, simply switch doctors. After all, the clothes on your back aren’t as important as your health, and you don’t hesitate to return them if they don’t fit.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

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Filed Under: Medical Strategy, Oncology Tagged With: cancer, diagnosis, patient care, personality, Physicians, Psychology, William Osler

We’re Not Just Cogs

January 21, 2011 By jfisher 2 Comments

Left to right: Frank Lama, Mamma Lama, Donna, Julian Lama

From Donna Lama, Manager of Studio Services, Palio

We often hear that the advertising industry is cut-throat, that we are lucky just to have jobs, that people in our line of work are expendable. I’m lucky enough to work for a company that not only espouses work/life balance, but also shows that it cares deeply about its employees. The following is a sad holiday story, but it’s heart warming at the same time because I work for a company that sees each of us not just as cogs in the machine or numbers on a spread sheet, but as real people.

In October 2008, my mom got the heart-wrenching news that her cancer had spread to her liver and there was nothing more that modern medicine could do for her. She bravely accepted that fate, but had a wish to stay at home in her final days. My brothers and I wanted to respect that choice, but we just didn’t know how we could make it happen. Mom lived 2 hours south of me, and my brothers both had wives who worked full time and had young kids, which made being with mom 24/7 a difficult, if not impossible, mission for them.

My wife, Laura, was able to take some vacation time and care for my mother, but when her condition deteriorated, my heart told me I needed to be there. I talked with Guy Mastrion, Chief Global Creative Officer here at Palio, about my dilemma. I wanted to be set up to work from my mom’s apartment since she would be sleeping most of the time anyway. He gave me the go ahead to do what I needed to do. I was all set to fulfill both my work and family commitments. This, in and of itself, was a relief. But there was more to come.

Two weeks before Christmas, the time came. My mom was in need and my wife had to go back to work. I informed my superiors and co-workers of the situation, and to my surprise, I was instructed NOT to log into work. In fact, I was told, “Go home and care for your mom. This will all be here when you come back, so don’t worry about it.”  I tried to sneak my iMac that was all set up for VPN out with me, but was stopped by Peter O’Toole, VP, Associate Director of Operations, who asked, “What do you think you are doing?!” When I told him I was going to dial into work, he replied, “Oh no you’re not. Put that back and go home to your mom.”

On December 26, my mom passed away peacefully with almost all of the family at her side – her last wish. I am so grateful that my company made provisions for me during one of the most difficult times of my life. I can’t imagine what it would be like to go through something like this without the support of my bosses. This is one reason that Palio is like a big family, and certainly a place that could Never be forgotten.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

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Filed Under: Advertising, Oncology Tagged With: cancer

Cultural Attitudes about Cancer

November 1, 2010 By jfisher Leave a Comment

From Alan Steele, VP, Director of Studio Services, Palio

People from different cultures, religions, ethnic groups, family systems, social groups, income levels, and nationalities have different views on cancer and its treatment. These attitudes influence the decision-making of the healthcare provider and the patient, as well as the outcome of the patient’s illness. It is important that ethical health care providers respect and value the culture in question. “No group, no people, no lifestyle is in reality ‘simple’ or ‘plain.’ Any culture or sect comprises a complicated interweaving of beliefs.”1

Family systems and Buddhist influences in China
A Chinese cultural belief that the elderly should be protected from bad news keeps a son from explaining the truth to his father about his father’s liver cancer. “When the news broke to his son that his father had cancer, he (the son) requested not to disclose that to his father.”2 As a result of delayed or non-existent honest family communication, liver cancer from Hepatitis B is high in China. Buddhist spiritual belief that it is bad karma to discuss an illness because it will become a self-fulfilling prophesy also hinders discussion and treatment.

Paternalism in Japan
The two principles of medical ethics are beneficence: the provider does what he/she thinks is best for the patient, and autonomy: an informed patient makes the final decision. In Japan, paternalism, based on a superordinate father and a subordinate son or daughter, is extended to paternalistic doctor and subordinate patient roles. “At present, 13% of doctors inform cancer patients of their disease.”3 The doctor’s authority is empowered by the patient’s insufficient understanding of the disease.

Fatalism in American ethnic and regional groups
There are millions of surviving cancer patients alive today, yet cancer remains perceived by many as a life or death disease. Fatalism, the belief that there is little a person can do to alter his or her fate, is prominent among some Black, Latino, and Appalachian cultures.4 For example, there are high rates of lung cancer mortality among Appalachians since they take no responsibility for how much or for how long they smoke or ingest nicotine-laced tobacco because their lives are in God’s hands. All of these groups rely more on family advice passed down from generation to generation and less on the ability of the modern science health care provider to improve their situation.

Spirit world payback in Australian aborigines
The Australian aborigines have no word for cancer; for them, “the etiology of cancer is embedded in beliefs about the spiritual world of curses and payback from perceived misdeeds.”5 Shamans perform rituals to exorcise demons.

Stress in American women
Superstitions are not the exclusive province of far-flung minority groups. “In a study of nearly 400 breast cancer survivors (American women) who had been disease-free for an average of nine years, 42% cited stress as one of the main causes of their breast cancer.”6 There is no clinical evidence to support this belief.

Community bond in Amish America
The Amish in America are a self-sufficient, family- and community-centered people. The community must weigh if a medical procedure for one will be a burden for all. The use of invasive procedures to prolong life is seen as going against the will of God. Ministers ritualistically anoint the ill person with oil; afterwards the person lives or dies.

Healing prayer among Christian Scientists
Christian Scientists do not forbid their members to use medicine, however, they encourage their members to “use their healing system as their first choice for treatment over drugs and surgery.”7 When modern medicine is used the prayer/healing system is put on hold. Since health care is viewed as dealing with the material and prayer/healing is seen as spiritual, believers cannot simultaneously hold both views of recovery.

Water cures in Germany
There is a strong German tradition of naturopathic medicine (natural remedies and the body’s vital ability to heal and maintain itself) which includes water cures at spas. Naturopathy has its origins in the Nature Cure movement of Europe. Sebastian Kneipp, a nineteenth century German priest, diagnosed as terminally ill with lung cancer as a young adult, lived to be 70. Long story short, he found a method of healing water treatments in a local library, added to this his extensive knowledge of herbs and natural foods, and expanded his small monastery into a world renowned spa. “Today, over 100 years after his death, Father Kneipp’s water cure is still respected and used by the medical profession in Germany.”8 There are many spas in the southwestern state of Baden-Wuerttemburg including historic Baden-Baden.

Holistic approach in India
Holistic, alternative practices and medicines are popular throughout impoverished areas of India because they are affordable, yet little is known about their efficacy and the possible negative side effects of these curatives. “Whether this can be translated into a willingness to use similar natural compounds for cancer prevention and treatment purposes now needs to be analysed.”9 After undergoing surgery and chemotherapy, Renuka Prasad became interested in using complementary therapies to help her fight the disease; she says she found particular help from Reiki, a healing practice originating in Japan that is administered by ‘laying on hands.’”10 Renuka mentioned using other alternative practices such as massage, yoga, and pranaya, or deep breathing techniques as well.

1  “Health beliefs and practices: The Iowa old order Amish.”
2  Maurice Wong.
3  SAGE journals online, “Japanese Attitudes Towards Truth Disclosure in Cancer.” Noritoshi Tanida. Abstract.
4  “Improving Cross-Cultural Awareness and Skills to Reduce Health Disparities in Cancer.” M. Pesquera, L. Yoder, M. Lynk. MEDSURG Nursing—April 2008—Vol. 17/No.2., p. 10.
5  “Insights on Aboriginal Peoples’ Views of Cancer in Australia. Contemporary Nurse.
6  “Women blame stress for their breast cancer, attribute remission to positive attitude.” Obgyn.net.
7  http://en.wikipedia.org/wiki/Christian_Science.
8  “The Healing Power of Water.” Dr. Reinhard Bergel.
9  “Attitudes of patients to alternative medicine for cancer treatment.” Chartterjee AK, Ganguly S, Pal SK, Chatterjee A, Mukhopadhyay G, Bhakta R. Abstract. Asian Pac J Cancer Prev. 2005 Apr-Jun;6(2):125-9.
10  “Breast Cancer Around the World.” Kathy Latour. curetoday.com.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

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Filed Under: Oncology Tagged With: aborigines, Amish, Buddhist, cancer, Christian Scientist, fatlaism, Germany, India, Japan, Reiki, Sebastian Kneipp, water cure

Things Aren’t Always What They Seem

September 30, 2010 By jfisher 1 Comment

From Catlin Renaud, Brand Planning, Palio

So what comes to mind when you hear the word cancer? You’re probably thinking of how many people die from it each year or how horrible the diagnosis must be to receive. And you’re right. Cancer is a terrible disease, but did you know that there are more than 11 million survivors in the United States alone? And that the survival rate for adults and children diagnosed with cancer is up to 64% and 80%, respectively?

With advancements in technology and medicine, cancer is no longer a death sentence. But why is it that the word cancer is still positioned as an end to life? Positioning refers to the space a product or brand occupies in the mind of a consumer. In other words, what do people feel when they think of a brand. Anything can be a brand. Cancer can be and is its own brand.

To further examine the positioning of cancer as a brand, I searched “cancer” on YouTube. After watching the first 2 videos I came upon (video 1 and video 2), I felt even more frightened by the word. These videos fill your mind with the causes of cancer, how it’s formed, and statistics on the rate of death. Neither video mentioned the survival rate.

Instead of focusing on how many people pass away each year, we should all make an effort to remember the 11 million people who have survived, especially those close to us. Let’s change the positioning of this word into something that people can live to tell about. The rate of survival has increased dramatically in the last 40 years, and many people aren’t aware of this.

In my life there are 3 people who have been diagnosed with cancer, and all 3 of them are still with us today and going strong. My aunt was diagnosed with multiple myeloma 5 years ago, and the life expectancy for this rare cancer is 3 to 5 years. She continually exceeds her doctors’ expectations with her positive outlook on life and the belief that cancer will not be the end of her.

I’m not trying to take the seriousness of this disease out of the word, but what I’m trying to illustrate is that we can view the word more positively. When thinking of the word, take into consideration the vast advancements in technology and medicine over the last 40 years. Cancer will never be good news, but going forward it can represent a challenge that many people will overcome and a challenge that millions of Americans have already overcome.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Brand Planning Tagged With: cancer, multiple myeloma, positioning, survival, YouTube

Common Imagery in Cancer Related Advertising

August 4, 2010 By jfisher Leave a Comment

From Alan Steele VP, Director of Studio Services, Palio

First and foremost, people view cancer as a life-threatening disease. On top of it, cancer treatments are seen as lengthy, invasive, and debilitating courses of action. And for most people, cancer is a malady only to be discussed with their doctor and closest friends and family.

Advertising agencies that create communications for oncology or cancer prevention therapies and fund-raising organizations have identified these concerns and usually rely on three specific imagistic themes when appealing to cancer caregivers and patients, which I list as: 1) survivors, 2) lifestyles, and 3) loved ones. By using images that depict survivors, images that show freedom of movement in active lifestyles, and images that reinforce the importance of continued connections with loved ones, the unbranded or branded communications give cancer patients a picture to ‘aspire’ to.  As one doctor wrote, “If you really wanted to give people real information, you would give them statistics, but that wouldn’t be nearly as compelling.” So, touching emotions is the main driver in all of these categories.

Survivor Imagery


Breakthrough Breast Cancer is the leading UK charity committed to fighting breast cancer. The black and white photograph with a polaroid-like white border stuck to a pink memo board with a push pin is almost documentary in style. The woman wears a white terry robe (healing after battle). She is at home alone in the kitchen pondering what she has been through. The Erbitux ad, cetuximab injection for head and neck cancer, pictures a rugged, bearded, outdoor-type of man holding a black and white x-ray of his skull and neck vertebrae.

Lifestyle imagery

The DTC TV commercial for Gardasil, a human papillomavirus (HPV) vaccine from Merck that helps protect against 4 types of HPV, shows images of girls playing soccer, skateboarding, jumping rope, and playing drums. There are about 6 million new cases of genital HPV cases annually, 74% in the 15 to 24 year old age range.

Gemzar is a Lilly product that treats recurring ovarian cancer. This professional ad balances the lifestyle story with clinical data. A close-up photograph of a woman with snow goggles that reflect the arctic landscape, the massive fur head covering, and the film clips of mushing huskies all symbolize her challenging life journey with recurring cancer.

Loved ones imagery

The GlaxoSmithKline DTC TV commercial for cervical cancer shows a young woman on the front porch of a friends’ country home in winter. She has gone outside to make a private cell phone call to another friend so her friend inside won’t hear what she is saying. “Where are you?” “I’m with Kate, she has cervical cancer.” “What did you say?” “What could I say?”

The American Cancer Society’s More Birthdays TV campaign shows surprise birthday parties among friends, couples in a restaurant being given a birthday cake by the waiter, and scenes at home of couples of all ages with birthday cake and candles.

A television commercial by Australian Suncorp shows images of a mother and baby in a nursery, a crossing guard helping schoolchildren cross the street, and families at home preparing to go out in the sun. “It’s our way of life to protect ourselves and those we love.” The message is that others initially take care of us, then as we age, we must take care of ourselves and others.

The UK print ad by The Roy Castle Lung Cancer Foundation pictures a little girl with her doll seated in a grown-up leather chair. Her right arm is that of her mother, large and flabby with jewelry, nail polish, and a burning cigarette. The ad addresses the problem of second-hand smoke in the home.

The examples go on. These are typical images seen in messages about cancer or cancer-related products. Maybe there’s room to go about things differently? What do you think?

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

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Filed Under: Creative, Oncology Tagged With: campaign imagery, cancer, oncology

Is Our Environment Really Killing Us?

June 28, 2010 By jfisher Leave a Comment

From Tim Phalen, Medical Writer, Palio

If you have not already read the newly released report entitled Reducing Environmental Cancer Risk: What We Can Do Now from the President’s Cancer Panel (PCP) yet, don’t do it.  OK, I shouldn’t say that. You helped pay for it, after all. If you do choose to read it, don’t be surprised if you are afraid to eat, drink, breathe, talk on your cell phone, fly, drive, mow your lawn, clean your house, get too much sun, get too little sun, swim in a pool or get an X-ray. This is far from a complete list, but the report suggests that these activities could expose us to a “bombardment” of environmental insults that increases our risk of cancer. According to the report, the threat posed by environmental factors is “grossly underestimated” and much more must be done by the President to protect Americans from these threats. The “more” refers primarily to “rigorous regulations” of environmental pollutants with the goal of removing carcinogens and other toxins from our food, water and air.

The PCP report stirred up controversy when the American Cancer Society criticized it for implying that pollution is the major cause of cancer and for concluding that the rate of environmentally induced cancer is highly underestimated. The ACS points out that the debate over the contribution of man-made chemicals and environmental pollutants to overall cancer incidence is ongoing, while the report dismisses that debate, declares that the risk is underestimated without conclusive evidence to support that assertion.  While the ACS has identified many of the same environmental factors as potential risks, it is rightfully concerned that this report and the alarm it could induce will draw necessary attention away from studying and combating the established major causes of cancer (smoking, obesity, alcohol, infections, hormones, and sunlight). These are certainly larger threats than non-organic broccoli, tap water, or cosmic radiation during air travel.

Environmental cancer risk is an important subject that deserves further study because, like much of our understanding of cancer in general, there are still more questions than concrete answers regarding causes and treatments. Throughout much of the PCP report there is a severe lack of conclusive epidemiological evidence establishing a level of risk, if any, for many of the identified factors, including cell phone use, electrical power lines, the chemical BPA, and trace pharmaceuticals in drinking water, to name a few. This doesn’t mean that there isn’t a chance that these and other factors are associated with risk, but we just don’t currently have any solid evidence that many of them pose a significant risk to humans. This fact is stated several times in the report.

Yet, the Panel urges the President to establish a regulatory framework that will purge suspected carcinogens and pollutants from our environment, and impose new burdens on manufactures of chemicals and new technologies to prove safety prior to approval for use and to conduct post-marketing studies. This sounds an awful lot like the drug approval process, which requires years and billions of dollars to bring something to market. This may sound like a good idea at first, but is it warranted given the uncertainty and lack of evidence surrounding environmental cancer risk? Without knowing what the current risk is, how do we know that the untold economic costs of this type of regulation will be worth it? How will we know what technological opportunities won’t be pursued because the regulatory burdens are too high? It’s concerning that the alarmism of this report could prevent these questions from being sufficiently addressed before it is acted on.

Let’s also not forget that cancer incidence and mortality has been declining in recent years, despite our supposedly toxic environment. We must be doing something right.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Medical Strategy Tagged With: American Cancer Society, cancer, environment, Pollution, toxins

Sunscreen, Tax and Tanning

June 18, 2010 By jfisher 1 Comment

From Tiffany Ryan, VP, Account Services, Palio

We are nearing the official start of summer, and with that people of all ages are hitting up their local drugstores for their annual supply of sunscreen. I picked up ours a few weeks back and was surprised at the lack of sunscreen with an SPF of less than 30 on the shelf.  With the rising increase of skin cancer, one of the most preventable types of cancer, it probably shouldn’t have been that surprising.

It’s fairly intuitive now that sunscreen is part of our daily life. With 90% of skin cancer caused by excessive exposure to the sun, it’s a no-brainer. But is it?

90% of skin cancer caused by exposure to the sun – this would seem to be a red flag to those who frequent tanning beds year round. Driven by the desire to always have that “sunkissed” look, tanning parlors are big business. And the government wants a cut.

Citing the ability to raise $2.7 billion over ten years, a 10% tax applied to tanning sessions would generate much revenue needed to help pay for healthcare reform. Will it stop people from tanning? The jury is still out, but even a minor reduction in the frequency of visits to the tanning booth could have implications on longer-term healthcare costs associated with treating suspected and diagnosed melanoma.

I’m certain that slathering on tanning lotion and soaking in the UV rays three times a week is considered excessive exposure. But for the rest of us, what defines excessive exposure? A bad sunburn? Repeated daily exposure? Not wearing sunscreen? How much is too much?

I recently ran across a photo of my kids taken last September. I was religious about their sunscreen use, slathering them up every day with SPF 50 – even on a mildly sunny day. In the photo they looked ghostly white. Like their skin had never even seen the sun.

Enter the studies on vitamin D deficiencies to complicate matters. Essential for bone strength, we need 1,000 units a day. A glass of milk gives us 100 and an average multivitamin gives us 400. So how much sun is required to manufacture the other 500?

It’s a constant struggle of moderation – trying to achieve a “healthy and moderate” exposure to the sun. With the rising rates of melanoma prevalence, it’s clear that not everyone is working to achieve this middle ground. Perhaps the tanning bed tax is just what the doctor ordered…

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Medical Strategy, Oncology Tagged With: cancer, healthcare costs, melanoma, skin cancer, sunscreen

The Tumor

June 9, 2010 By jfisher 1 Comment

From Walter Hertik, Group Art Supervisor, Palio

Being a creative in the pharmaceutical industry sure makes you aware of the pain and suffering so many patients endure – and yes, sometimes it is your own family member who learns they have cancer. I remember that day sitting across from the physician, when my wife, Candy (44 years old), was told the news that she had Stage 1 breast cancer; our son, Luke was just 5 months old. I don’t cry very much; I actually hide my emotions quite well. It wasn’t until I was at work the next day, creating a sales aid for lung cancer, that I had to stop, go outside, and take life seriously.

Years pass; it’s 2007, and a routine check discovers a very tiny, tiny lump – it was cancer, again. Another setback for my wife; and I start thinking about all of the lives that are touched by this. My wife is a fighter. 2010 and she is going strong.

As a cyclist, I find Lance Armstrong, another cancer survivor, a hero for those who are fighting this enemy every day. And I find this Nike commercial very inspiring, not only as the husband of a cancer survivor, but as an art director. Sometimes advertising is more than just advertising.

The Livestrong Foundation has created a new “yellow bracelet” – these stickers are another form of support. And yes, I ride for Candy.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Creative Tagged With: breast cancer, cancer, cycling, Lance Armstrong, Livestrong Foundation, Nike, tumor

Making “Idle” Work for Others

May 13, 2010 By jfisher Leave a Comment

From Tiffany Ryan, VP, Account Services, Palio

I often look to Fast Company for inspiration. I was introduced to it by my first real boss (“real” meaning my first advertising job). And I haven’t stopped reading since.

Fast Company is all about innovation and unexpected discoveries. Never have I been more awe-inspired, than in reading about IBM’s World Community Grid (WCG) project. Utilizing idle time at an individual’s computer, the WCG utilizes the machine’s central processing unit to do calculations for various research sites. This analysis is then fed back to the individual sites. Seems like a simple process, but I have to admit, I don’t have the computer science intellect to really understand how it works.

While I will never understand the software and management of this program, the potential benefits in helping research labs find cures and treatments for some of the world’s most serious illnesses is incredible. This platform is being used to assist cancer, HIV, and muscular dystrophy research centers. It’s even running algorithms to help solve world hunger!

This platform has the ability to revolutionize medical research as we know it. By reducing research times from decades to a few years, the potential impact on our communities is impressive. But what may be most impressive of all, is the ability of the average citizen to give back to medical research so easily – as one campus marketing campaign slogan captured “When doing nothing is doing something.”

And if it helps find more medications to treat HIV? I’m in.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Account Services, Industry Trends Tagged With: cancer, Fast Company, HIV, IBM, medical research, WCG
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