Abstract

The caselet describes the steps taken by Aventis Pharmaceuticals Inc. (Aventis Inc.), a leading pharma company in the US, to overcome the new FDA regulations and gain higher recall among oncologists and breast cancer patients. The caselet provides details on the company’s breast cancer drug Taxotere, the market leader in its segment. The caselet presents the design and implementation of the ‘Connection Cards’ campaign for Taxotere. The caselet also throws light on the oncology market and difficulties faced by companies in promoting their brands. The caselet provides details about the oncologists and the needs of breast cancer patients.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sales promotions in pharmaceutical marketing
• Role of sales representatives in successful implementation of a sales promotion campaign
• and Influence of end-consumers on trade promotion design and implementation.

Keywords

Aventis Pharmaceuticals Inc., Taxotere, Bristol Myers Squibb, Paclitaxel, FDA, Oncologists, Sales Promotion Campaign, ‘Connection Cards’, E-mail Survey, Open-Ended Questions and Communication Mix