Product details

In May 1999, the Moon Shot team gathered to review the results of a $54.4 million direct-to-consumer (DTC) ad campaign. Moon Shot was a cross functional team at Zeneca Inc, a pharmaceutical, agrochemical, and specialty products company. The ad campaign was to promote the use of the drug Nolvadexa (Zeneca''s brand name for Tamoxifen Citrate), for use in reducing the risk of breast cancer in women at high risk, an estimated 9 million women in the United States. Details Zeneca''s development of Tamoxifen and how the company marketed the drug. The case focuses on Zeneca''s DTC prescription drug advertising campaign and the issues that campaign raised.