• by Les Luchter , February 10, 2026

In this season of the Winter Olympics, pharma firm Cytokinetics has enlisted four-time Gold Medal-winning Summer Olympian Sydney McLaughlin-Levrone in an awareness campaign for hypertrophic cardiomyopathy (HCM), a leading cause of sudden cardiac death.

Titled “On Track with HCM,” the campaign features the champion hurdler and sprinter along with her father, Willie McLaughlin, a former track star and HCM patient. Here they are in long-form and short-form videos, via creative agency GCI Health.

The campaign coincides with Cytokinetics’ launch of Myqorzo, an HCM drug which is its first consumer product after more than 25 years as a biopharma development company.

It comes two years after Cytokinetics launched its first HCM awareness campaign. While that earlier effort was aimed at both healthcare providers (HCPs) and HCM patients, “On Track with HCM” is directed solely to patients and caregivers, Diane Weiser, Cytokinetics senior vice president corporate affairs,, tells Marketing Daily.

The new awareness campaign, running through the rest of 2026, includes both earned and paid media driving audiences to OnTrackwithHCM.com, which features eight videos focused on various aspects of living with HCM including nutrition, staying active, mental health and family. Tech Transformations and Inizio Evoke worked respectively on the website build and media buying.  

Weiser acknowledges that Cytokinetics has separately launched Myqorzo branded marketing campaigns for both consumers and HCPs “which will include websites, office materials, digital and social media advertising, emails and more.”

While Bristol Myers Squibb has been running TV advertising for its own four-year-old HCM drug Camzyos, Weiser says “our major competitor is HCP inertia, and our goal is to expand the market, which is only approximately 20% saturated with CMI users.” (CMI is the class of drugs in which both Myqorzo and Camyzos are found.)

Cytokinetics says that HCM is the most common form of inherited heart disease, affecting as many as one in every 350 people in the United States have HCM, “but a large percentage of people are undiagnosed.”

People with HCM are at higher risk for developing atrial fibrillation, which can lead to blood clots, stroke, and other heart-related complications, and HCM can also lead to heart failure or sudden cardiac arrest, the firm notes.