New Television Campaign in Mandarin to Educate Chinese Americans about Chronic Hepatitis B

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New Television Campaign in Mandarin to Educate Chinese Americans about Chronic

Hepatitis B

Innovation in Communication the First of its Kind from Bristol-Myers Squibb

Last update: 11:20 a.m. EST Dec. 4, 2008

PRINCETON, N.J., Dec 04, 2008 (BUSINESS WIRE) -- Today, Bristol-Myers Squibb

Company announced the launch of its first-ever, non-English-language television

campaign in the United States. The campaign, exclusively in Mandarin, seeks to

raise awareness of chronic hepatitis B and encourages people to talk with their

doctors about managing the disease - one that is disproportionately affecting

the Chinese community.

The campaign features two chronic hepatitis B patients in 60-second television

segments with an educational message about the importance of seeking appropriate

care. The segments encourage people to start a dialogue with their healthcare

provider about the disease. In addition, the campaign will be extended to reach

additional Asian American audiences in 2009.

" We commend Bristol-Myers Squibb for this new initiative and believe it will

have a positive impact among those most at-risk for this serious disease, " said

Jeff Caballero, Executive Director of The Association of Asian Pacific Community

Health Organizations (AAPCHO). " We've found that people are most receptive and

more likely to speak with their doctor when information is given to them in a

culturally-relevant format and in their primary language. It is especially

important in the Asian community, where there is still a lot of stigma

associated with this disease, deterring patients from seeking proper care. "

Chronic hepatitis B is a serious disease. In the United States, it is estimated

that Asians and Pacific Islanders account for more than half of the chronic

hepatitis B infections.(1) A recent survey of perceptions of hepatitis B in the

Asian American community showed that while most are aware of the disease, many

cited general lack of information and uncertainty about disease symptoms,

transmittability, treatment options and vaccination.(2)

" Bristol-Myers Squibb is committed to helping patients prevail against serious

diseases, " said Zito, Bristol-Myers Squibb's Chief Communications

Officer. " Reaching non-English speaking communities in their native languages

about diseases is consistent with our promise to patients. "

About Chronic Hepatitis B and Asian Americans

An estimated 1.25 million Americans are chronically infected with hepatitis

B,(3) and over half are of Asian and Pacific Island descent.(4 )Each year, more

than 5,000 Americans die from liver complications related to hepatitis B.(1

)More specifically:

-- Chinese Americans have a five to six times higher risk for liver cancer

caused by hepatitis B than Caucasian Americans.(1)

-- Korean Americans have an eight times higher risk for liver cancer caused by

hepatitis B than Caucasian Americans.(1)

-- Vietnamese Americans have a 13 times higher risk for liver cancer caused by

hepatitis B than Caucasian Americans.(1)

About Bristol-Myers Squibb

Bristol-Myers Squibb is a global biopharmaceutical company whose mission is to

extend and enhance human life.

Forward-Looking Statement

This press release contains " forward-looking statements " as that term is defined

in the Private Securities Litigation Reform Act of 1995. Such forward-looking

statements are based on current expectations and involve inherent risks and

uncertainties, including factors that could delay, divert or change any of them,

and could cause actual outcomes and results to differ materially from current

expectations. No forward-looking statement can be guaranteed. Among other risks,

there can be no guarantee that the company will be able to achieve its goals as

described in this release. Forward-looking statements in the press release

should be evaluated together with the many uncertainties that affect

Bristol-Myers Squibb's business, particularly those identified in the cautionary

factors discussion in Bristol-Myers Squibb's Annual Report on Form 10-K for the

year ended December 31, 2007, its Quarterly Reports on Form 10-Q, and Current

Reports on Form 8-K. Bristol-Myers Squibb undertakes no obligation to publicly

update any forward-looking statement, whether as a result of new information,

future events, or otherwise.

References

1. Hepatitis B Initiative. " Hepatitis B Statistics. " Available at

http://www.hepbinitiative.org/statistics.html. Accessed December 2, 2008.

2. Salinas-, D et. al. " Perception of chronic hepatitis B in Asian

communities of the United States. " AASLD 2008, San Francisco, California.

3. Centers for Disease Control and Prevention (CDC) Web site. " Viral Hepatitis:

Statistics and Surveillance. http://www.cdc.gov/hepatitis/statistics.htm.

Updated: June 24, 2008; Accessed: December 2, 2008.

4. Asian Liver Center Web site. FAQ About Hepatitis B.

http://liver.stanford.edu/Education/faq.html. Accessed December 2, 2008.

SOURCE: Bristol-Myers Squibb Company

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