Celebrating oncologists and the time they help give back to patients:
A conversation with Monica Shaw

There’s no easy way to tell someone their world is about to change.

For oncologists, this moment — delivering life-altering news — is part of their everyday reality. Over the course of a career, an oncologist may have to break bad news to a patient with cancer or their loved ones more than 20,000 times. Despite these challenges, oncologists provide more than just medical treatment — through carefully curated treatment plans and support, they offer hope and the possibility of making more cherished memories with loved ones.

This time of year as many of us turn the clocks back, it is the perfect time to honor and celebrate all the good oncologists do, focusing on the valuable time and key moments they work to give back to patients and their loved ones, rather than the time cancer has taken away.

Monica Shaw, MD, senior vice president of global oncology commercialization at Bristol Myers Squibb (BMS), shares how through the new Time Back campaign BMS is taking time to recognize the extraordinary work of these healthcare professionals who dedicate their lives to treating cancer.
 

Q1: What is the "Time Back" campaign and why is it important? 

The Time Back campaign invites reflection on the moments — big and seemingly small — that oncologists help to return to their patients: the long-awaited vacation, a graduation, a child’s basketball game, or even reading a book. Cancer care can open the door to more of these moments, and oncologists play a meaningful role in that journey. It is a celebration of life, spotlighting the work of oncologists, told through powerful anecdotes and striking art installations. 

We’re committed to reminding oncologists of their impact and what their work can accomplish in the wake of a devastating diagnosis: more birthdays, anniversaries and everyday joys. Each campaign element is designed to make the message personal and tangible, spotlighting the emotional and human side of oncology. 

Q2: How does the campaign convey its message visually and emotionally? 
 

The hero image of this campaign is an hourglass: a universally recognizable symbol of the passage of time. And we’ve made that symbol larger than life: we’ve constructed a giant hourglass installation that will appear at different locations throughout the year. 

However, this hourglass is different: as a direct challenge to the traditional passage of time and symbolizing the valuable moments oncologists work to give back to their patients, our hourglass flows from the bottom-up.

Rather than watch time slip away, it’s time to witness moments regained, with the ‘grains’ (represented by lights flowing upward through our hourglass) symbolizing these moments — a child learning to ride a bike, reading a book, attending a concert. 

The hourglass installation invites viewers to engage with the concept of time regained and express gratitude toward oncologists, offering an interactive experience that engages the senses and the soul, evoking emotions of hope and gratitude.

Q3: Why is this campaign so personally meaningful to you?
 

As a physician myself, I am honored to thank oncologists for their difficult and invaluable work, and the impact it has every day on the lives of their patients and those who love them.  

I’ve also experienced firsthand the deep, human connection that forms between oncologists and their patients. It’s a bond built on trust, compassion and the shared hope for more time. That connection stays with you long after the clinical work is done. As a pharmaceutical company, we are passionate about science, but we need to remember that at the end of the research journey, there's a very personal relationship between a patient and their oncologist. We want to take the time to really recognize that beyond the science, there is a very personal relationship

The Time Back campaign is meaningful to me because it honors that relationship. It’s a tribute to the oncologists who walk beside patients through their most difficult journeys, hopefully helping them reclaim some of the moments that matter most.

Q4: What impact do you hope the campaign will have on the oncology community and patients?
 

Through the Time Back campaign, I want to inspire a widespread movement encouraging people to show gratitude to oncologists. These physicians deserve to be recognized — not just for their expertise, but for the emotional strength and empathy they offer in every patient interaction. I hope to ensure that oncologists and their role in aiding patients, as well as those patients’ ability to continue creating memories, do not go unnoticed. By cultivating meaningful community engagement through expressions of collective gratitude, we hope to send a clear message to oncologists that their work is appreciated.

Q5: What does the future hold for oncology at BMS and beyond?
 

BMS has a long history in oncology and has been at the forefront of medical innovation for 165+ years. As we look towards the future, we remain committed to our goal of patients enjoying the precious gift of time and offering deep gratitude to the physicians who help make this possible. With the Time Back campaign and beyond, we’ll continue to spotlight the emotional impact of working in oncology. This is just the beginning — we’re building a lasting movement that honors oncologists and inspires gratitude for the time they help give back to patients.

Showing appreciation for oncologists
 

The Time Back campaign invites us all to pause and recognize the profound impact oncologists have. These physicians do more than treat cancer; they help patients reclaim birthdays, milestones and everyday joys that might otherwise be lost. 

We encourage everyone — colleagues, patients, families and communities — to join us in celebrating and thanking oncologists for their tireless dedication and compassion. This campaign is more than a tribute; it’s a movement of gratitude, a collective acknowledgment of the gift of time. 

Stay tuned for more stories, activations and opportunities to share your appreciation as we continue to honor those who help make time possible.