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Bristol Myers Squibb is leaning into the popular Get Ready with Me social media trend to underscore how people living with schizophrenia often have different schedules than those who do not.

Leaders from venerable pharma companies, advocacy groups and life sciences organizations peer into the crystal ball ahead of the calendar's turn to 2024.

The campaign urges addressing cognitive impairments related to schizophrenia and combat stigmatization around the condition.