BMS wins Marketing & Communications Initiative of the Year - Japan at Healthcare Asia Pharma Awards | Healthcare Asia Magazine

BMS wins Marketing & Communications Initiative of the Year - Japan at Healthcare Asia Pharma Awards

It relaunched the Hemapedia website as an innovative, digital platform under an omni-channel strategy. 

Serious diseases call for serious interventions, but in an age where digital innovations are flooding the market, serious diseases also need cutting-edge management solutions. Bristol Myers Squibb (BMS) rolled out a digital transformation strategy, which features, among others, a customer-centric website on hematological healthcare. 

Hemapedia ( works as a cornerstone of BMS’s omnichannel strategy, which aims to bring an integrated and cohesive customer experience to all patients with serious illnesses. As a pharma company that discovers, develops, and delivers innovative medicines, BMS has stepped up its game to provide valuable information starting with Hemapedia, which covers all three major therapeutic areas of hematological disorder: leukemia, malignant lymphoma, and multiple myeloma. For this, BMS bagged the Marketing & Communications Initiative of the Year- Japan at the recently concluded Healthcare Asia Pharma Awards 2021.

Designed as a customer experience hub connecting patients and healthcare professionals to a wealth of information and multimedia, Hemapedia solves the complexity of information in the three therapeutic areas of hematological disorder. With Hemapedia, BMS demonstrates the best user interface/user experience (UI/UX) strategy of maintaining consistent visibility and findability.

Users of Hemapedia can find a variety of selected information on the platform, including but not limited to: disease and drug information, latest clinical trial results, live explanatory seminars by key opinion doctors, major congress schedules, and editorial journals. With the journals, young hematologists from Japan can introduce their research and knowledge to the rest of the world.

“After BMS’ acquisition of pharma company Celgene in 2019, we knew that innovation is central to the next big things we set out to do. For us, innovation is our corporate value and the key to truly transforming patients’ lives,” said Shigeto Miyamoto, Japan lead of Worldwide Engagement Planning & Content Capabilities.

Boasting of an organised structure with a user-friendly design, Hemapedia enables healthcare professionals to quickly search for the information they need, from treatment guidelines to drug efficacy and safety, and even upcoming seminars that they can participate in. The website has been structured to add new drugs and indications as they come, part of its overall expandability accommodating a wide variety of multimedia.

Physicians who use Hemapedia are impressed with the platform’s differentiating experiences in obtaining scientific information. Each user views the website differently because of optimized content based on personalisation and access history. BMS has also integrated evolving content and function along with further interactivity. To make Hemapedia even more accessible, it is available via the LINE mobile app.

As an industry game changer, BMS Japan aims to transform the lives of 2.5 million serious disease patients in Japan by 2023, including treatment-free remission of 3,500 patients with chronic myeloid leukemia.


Bristol Myers' digital marketing lead, engagement channeling & planning in APAC, Shigeto Miyamoto, unveils how an innovative digital platform that brings an integrated and cohesive customer experience to all their patients made them the rightful winner of the award.

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