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For decades, cancer awareness has been recognized by the colorful ribbons signifying the months dedicated to specific diseases.

Breast cancer is one of the most popular ones — with pink ribbons dominating the month of October. 

After all, breast cancer is the most common form of cancer for women in the U.S. and is increasingly being diagnosed in younger women.

However, the patient care narrative may be outgrowing those longstanding signifiers.

A recent report from Storyful Intelligence found that over the past six months, personal breast cancer storytelling has eclipsed traditional pink ribbon-like awareness messaging in online conversations.

The report found that posts documenting personal care journeys of cancer patients rose nearly 30%, while conversation around institutional campaigns dropped 56%.

Unpacking the so-called “narrative gravity shift,” Storyful Intelligence’s research delved into the momentum behind online discussions among breast cancer patients.

In a three-month review of more than 21,000 posts on TikTok, Reddit, Instagram and X, online discussions among breast cancer patients rose 7.6%.

Tara Naughton, SVP of Storyful Intelligence, suggested the additional online posting about breast cancer from patients is actively augmenting the message with an increase in conversations about personal journeys, breakthroughs, diagnoses and treatment.

She advised health brands to engage with patients year-round, not just during awareness months. 

“Brands and companies need a relationship with patients the whole way — diagnoses don’t just happen on a specific awareness month or day,” she said.

Notably, recent examples of high-profile advertising related to breast cancer occurred earlier this year — months after October.

In February, Novartis aired its first-ever Super Bowl ad as part of the launch of its Your Attention, Please campaign.

The minute-long spot featured comedian and breast cancer survivor Wanda Sykes as part of a multichannel campaign intended to raise the profile of breast cancer.

The ad, which also sought to boost annual rates of breast cancer screenings, was well-received and commended by Naughton for its tone and extension of the brand relationship with patients. 

Shortly thereafter, Eli Lilly rolled out its minute-long TV ad during the 67th Grammy Awards, spotlighting breast cancer awareness in front of the program’s largely female audience.

Naughton said the most effective pharma brands understand the needs of breast cancer patients through analysis of social data. 

Of the numerous social media platforms where patients participate in care-centric discussions, she highlighted Reddit’s community-driven insights. 

She said pharma brands that are reliant on first-party data end up leaving some data on the table if they’re not exploring social data for signaling on how they should implement patient-targeted campaigns.

Other constructive brand engagement strategies include defining a clear role in supporting patients, providing education and emotional support as well as meeting patients where they are.

Naughton reiterated that there’s a rising interest in talking about the actual experience patients go through that are suffering from cancer at all stages. 

This means that pharma brands should be pursuing online platforms where those conversations are happening and insert themselves into the narrative going forward.

“We’re there to celebrate life and partner on the journey,” she said. “The more brands do that, the more successful they can be.”