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Introduction

Zeneca's DTC Advertising of Nolvadex Q1- What uncertainties (medical and regulatory) did Zeneca face when they decided to advertise Nolvadex direct to consumers? Did the company decisions appropriately take these into consideration when designing the ad. campaign? Q2- What ethical and social ramifications were relevant in developing the ad. Campaign? Were these issues adequately addressed? Q3- Were the Nolvadex ads. irresponsible as the breast cancer activists claimed? Q4- How should Zeneca have managed the protests of the breast cancer activists? Executive Summary This report is prepared about Zeneca direct to consumer advertising campaign for Nolvadex. During the development of this campaign they had to face uncertainties from regulatory and medical point of view. Firstly this report has highlighted these issues in regulatory and medical point of view and also looked at company's decisions when designing the advertising campaign. Secondly it has analysed some issues regarding ethical and social point of view which were raised during the development of advertising campaign and how did company address? Thirdly report has analysed protest from activist groups as they claimed irresponsible campaign and at the end it has come with possible and suitable recommendations for managing the protest of the breast cancer activists. Table of contents Introduction-------------------------------------------------------4 Findings------------------------------------------------------------4 Uncertainties from medical--------------------------------------4 Uncertainties from regulatory-----------------------------------5 Zeneca's decision on DTC campaign------------------------------7 Ethical and social ramifications and Zeneca's response for ...read more.

Middle

FDA's guide lines were influencing the Zeneca's decisions on advertisement campaign. They were trying to follow FDA's regulations but other side they had ignored physicians and activist groups during the development of DTC advertisement campaign and later Zeneca's campaign was concern by these independent groups. They had tried to make branded ad but due to the regulatory it was required full information regarding drug. They were feared that if they disclosed the information regarding drug's benefit and risk it would affect the advertisement effectiveness. That's why they decided not do the branded advertisement. Zeneca's unbranded advertisement was less concern by regulatory in terms of disclosing drug's information but more concern by activist groups because of incomplete information. Also assumptions in advertisement were not appropriately taken into consideration e.g. "women care their body shape more then health or you can only get breast cancer if you have family history" which were concerned by regulatory and activist groups. In brief Zeneca had taken inappropriate decision regarding DTC advertisement campaign. They did not involved patients, physicians, distributors and advocacy groups before developing DTC campaign. They had followed the rules and regulations of FDA but failed to take physicians, patients and activist groups in confidence. 2-Ethical and social ramifications and Zeneca's response for these issues As it mentioned above regarding Zeneca's decisions on DTC advertising campaign were not appropriate which raised some ethical social questions. ...read more.

Conclusion

had done some research on focusing group to understand how women felt about breast cancer but the should do more research on physicians, women and activists groups about their views for Nolvadex and its advertisement before developing DTC campaign o They should protect the confidentiality of patient information because DTC enables drug companies to collect the name of patients and it also encourages them to seek from pharmacies or other sources, the name of patients taking their drug or a competitor's drug o They should avoid unbranded advertisement which could mislead the message to women. Zeneca should use branded advertisement with fair balance of drug benefits and risk and also they should take some responsibility for potential drug's risks. Because if they mention the brief summary about drug then women will get right message, physicians and patients will trust on Nolvadex o They should avoid any noise in whole communication process like incomplete information or incorrect assumptions which could be concern by activist groups o They should be consistence and try not to make any incorrect assumptions which can be concern by regulatory and activist groups. They should use accurate communications of drug indications. To meet this standard, a commercial must mention the limitation on indications. They should make sure that commercial will provide equally prominent and equally communicative language for benefits and risks. ...read more.

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