Zenecas Direct-to-Consumer Advertising of Nolvadex (R) Harvard Case Solution & Analysis

In May 1999, a team of Moon shot came together to review the results of $ 54.4 million of direct to consumer (DTC) advertising campaign. The moon shot was a cross-functional team in Zeneca Inc, pharmaceutical, agrochemical, and specialty products company. The advertising campaign was to promote the use of the drug Nolvadexa (trademark Zeneca for tamoxifen citrate) for use in reducing the risk of breast cancer in women at high risk, 9 million women in the United States. Detailed development of Tamoxifen Zeneca and the company has launched the drug. Focuses on DTC Zeneca prescription drugs in the campaign and the issues that have raised campaign. "Hide
by Margaret L. Eaton, Jason Ehrlich, Naveen Chopra Source: Stanford Graduate School of Business 26 pages. Publication date: April 12, 2005. Prod. #: BME2-PDF-ENG

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