Atulana Dey, Pharma Analyst at GlobalData, comments: “There is a deep-set lack of awareness around the early warning signs of breast cancer in India, which leads to late diagnosis. Awareness campaigns can be a great start, because breast cancer becomes much more difficult to treat at advanced stages, as well as has a higher mortality rate. It is vital that the message is sent out loud and clear and the taboo dispelled.”

As part of an analysis of the currently available breast cancer advice and guidance available  to Indian women, GlobalData’s ‘Digital Marketing Intelligence’ database identified several branded digital assets, including information around Mylan’s Hertraz (trastuzumab); Dr. Reddy’s Hervycta (trastuzumab) and Versavo (bevacizumab); and Cadila Healthcare’s Vivitra (trastuzumab) and Bryxta (bevacizumab). However, these were very brand-specific, intended for people that had been prescribed these drugs. Mylan was the only company that provided unbranded support aimed towards the general public through a website (Ashray.net.in) and a mobile app (WoApp).

Dey continues: “Currently available digital assistance for breast cancer is limited to post diagnostic late-stage-patients and those consciously seeking information from healthcare proffesionals.”

The government of Punjab entered a partnership with Roche to launch the ‘Punjab Breast Cancer AI-Digital project’. Called ‘Pink Project’, this first of its kind initiative utilizes a thermal-based artificial intelligence (AI) as part of a state-wide breast cancer screening. The data collected from the project will be used to help make referrals consistent across healthcare centers.

Dey adds: “These public-private partnerships will prove to be a significant step towards reducing the state-wise disease burden as the epidemiological data generated through such projects will support policy planning and highlight the spread of breast cancer cases in rural and urban India where individual access to digital health is limited.”

A final example highlighted by GlobalData is that Indian healthcare centers and hospitals have initiated breast cancer digital campaigns, notably the Apollo Cancer Center’s ‘The Best Breast Examiner for You is You’; another AI-powered digital campaign, ‘The Pink Bot’, launched by SRIOR Coimbatore; and SBI life’s ‘Thanks a Dot’ supported by the Women’s Cancer Initiative -Tata Memorial Hospital.

Furthermore, along with pharmaceutical campaigns like Novartis’ annual ‘Breast Cancer Action Month’ awareness program in collaboration with IHW Delhi during the month of October, the past few years have experienced a significant rise in digital BC campaigns by popular lifestyle brands. Examples include Phillips India’s ‘The Silent Couple’, Avon’s ‘#InYourBreastInterest’, Marks & Spencer’s ‘Straps That Remind’ and Unilever Lux’s ‘Soap with a Lump’.

Dey concludes: “Healthcare facilities and pharmaceutical companies are using various digital platforms to combat the rise in breast cancer cases. With increased access to the internet, rising awareness of the disease, self-screening, treatment modalities and risk factors will be key in downstaging the disease in the future.”

*Data includes people aged 18 years and above in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Africa, South Korea, Spain, the UK and the US.