Multiple myeloma, cancer of the blood, is becoming increasingly common. The Multiple Myeloma Research Foundation (MMRF) is determined to fight it. With CureCloud, it’s stealing a page from leading direct-to-consumer brands. This ambitious AI effort aims to collect data that can identify the best treatment options for each patient right now, using genomic sequencing. And in doing so, it hopes researchers can mine that information for developing better treatments in the future.

Chief Growth Officer Scott Davis spoke with Anne Quinn Young, chief marketing and development officer at MMRF, about how the launch is changing the patient experience.

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