52 % of French people questioned still perceive cancer as a conviction. “It’s an outdated idea,” continues Karen Kraeuter. “Thanks to therapeutic progress and support care, many patients live with cancer, sometimes for many years. But to accept it, you still have to be informed, supported, accompanied. Now, two thirds of those questioned still find it difficult to talk about cancer, whether in their personal life or at work. In addition, a large majority (90%) believe that metastatic cancers are too little discussed in awareness campaigns1, which can lead patients to feel excluded or sidelined from society.
Science advances, perception must follow
This need for information is essential to change looks. “Cancer is a reality and tomorrow more: one in two and one in three will be diagnosed with cancer in their lives2. It is time to open a new awareness phase, more human, more positive, more faithful to today’s realities ”underlines Dr. Luca Mollo, vice-president and medical director of Pfizer France. “Starting to recall that medical innovation today offers real perspectives to patients. “From targeted therapies to artificial intelligence, these innovations have profoundly transformed the fight against cancer. “The survival of patients is improving, some metastatic cancers can be considered today as chronic diseases,” says Dr. Luca Mollo. “However, received ideas persist. This is why we wanted to talk about cancer otherwise. Make understand that the disease never defines a person’s life. »»
Sherlock Holmes, investigator in front of the disease
To move the lines, Pfizer called on an emblematic figure: Sherlock Holmes. In a new unpublished new entitled The Fantôme laundry affair, written from testimonies of patients around the world and adapted by Thierry Saint-Joanis (Sherlock Holmes de France company), the famous detective finds himself confronted with this elusive enemy: cancer.
This story, available on pfizer.fr, highlights the psychological, social and cultural brakes linked to the disease. She questions our relationship to health, denial in the face of the announcement of a disease, and to the gaze that we carry – or not – on those who live with it. In this campaign, Sherlock Holmes becomes the mirror of thousands of patients who, every day, must deal with the disease while continuing their lives. “The choice of Sherlock Holmes is not trivial,” explains Dr. Mollo. “As researchers, we are looking for solutions and taking risks, just like a detective. The research and development of a drug is a long and risky process but necessary to find the right treatment for each patient. For example, the success rate of our PFIZER molecules, from phase 1 to marketing, is today 18%; It has been multiplied by 10 between 2010 and 2022. This success gives us confidence in achieving our ambitious goal: to double the survival of cancer patients by 2040. ”
Better support to better live with the disease
Faced with cancer, science is advancing but it is not enough. It also takes a benevolent environment, a company that listens and informs, which facilitates the return to the employment of sick people, who improves access to support care, and maintenance of social ties.
“Between healing and death, there is a possible path: living fully, despite cancer,” concludes Karen Kraeuter. “And this path begins with a word, a look, an exchange. By daring to talk about it. »Because to change your gaze is already to change life! Download the new story of Sherlock Holmes “The Fantôme Blanchisse affair” on https://www.pfizer.fr/actualites/votre-sante/sherlock-holmes-laffaire-de-la-blanchisserie-fantome
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Source: Health destination
