“Authenticity.” Every brand and influencer talks about it. But here’s the real question: does authenticity really matter, or is it just a trendy buzzword to make brands look better? Authenticity in marketing isn’t about posting perfect selfies or sharing every little detail of your life. It’s about staying true to your brand’s values and being transparent with your audience. In a world that’s…

Fluffy, Overrated… or the Secret Ingredient? Let’s talk about influencers. The internet’s darlings. The faces behind perfectly curated feeds, glowing skin, and “this product changed my life” videos. Some say they’re overrated. Some say they’re essential. So… what are they, really? Are influencers like movie popcorn? delicious but overpriced, more fluff than substance? Or are they the buttery…

When future historians look back on the major, positive advances delivered over the twentieth century, what will they highlight? They may point to the accomplishment of space travel, turning science fiction into science fact through unraveling the mysteries of the solar system, or maybe they will reference the major medical advances produced: penicillin, insulin, chemotherapy, and vaccines. All of which have fundamentally improved the health of nations, leading to increased life expectancy and the chance of a better quality of life.  

Either way, apart from timing, there is seemingly little which connects mankind’s exploration of space with the drive to produce medical innovations which improve and extend lives. That is, until today.

This is Axiom is a new, short science-fiction film, which tells the story of Nozomi, an astronaut lost in space. Nozomi’s story has been designed to give a voice to the thousands of patients every day who feel trapped and helpless in a healthcare system that is doing everything to help them, but is essentially alien to patients and their loved ones.

At Celgene, we want to initiate a positive debate about how our healthcare systems are currently designed and what needs to happen to unlock the potential of new, innovative medicines coming through. Healthcare is overcome and overrun with complexity and we do not pretend to have all of the answers. But with life-expectancy increasing and healthcare spending becoming more pressured, and the fact that medical innovations offer hope to so many, we feel now is the time for a new conversation. The biopharmaceutical industry is often presented as posing more challenges than solutions, but at Celgene, we want to change that story.

And while the patient is central to that story, This is Axiom also gives voice to the many others involved in the story: the clinicians, the administrators, the support networks whose focus every day is bringing Nozomi home.  At Celgene, we want to work in partnership to find new ways to deliver healthcare to the people who need it most; new ways of bringing Nozomi home.

We are at a time of unparalleled medical advance, but what will future historians say about the 21st century? That we let it go to waste and allowed science to outpace systems? Or that this was the century where we put the health of our nations first and thought differently about our roles and responsibilities?