Aventis – Sucessful Sales Promotion
Campaign using Connection Cardsʻ ʻ
Presented to: Prof. Amarjeet Patpatia
• The caselet describes the steps taken by Aventis
Pharmaceuticals Inc. to overcome the new FDA regulations
and gain higher recall among oncologists and breast cancer
• It provides details on the company’s breast cancer drug
Taxotere, the market leader in its segment.
• It presents the design and implementation of the ‘Connection
Cards’ campaign for Taxotere.
• It also throws light on the oncology market and difficulties
faced by companies in promoting their brands and provides
details about the oncologists and the needs of breast cancer
Aventis Pharmaceuticals, Inc. (Aventis Inc.) is the wholly-owned US
subsidiary of Aventis AG, the pharma division of France-based
Aventis S.A, a leading global player in pharmaceutical and agriculture
Aventis Pharma Limited, headquartered in Mumbai is a part
of Sanofi-Aventis group.
Aventis Pharma Limited was incorporated in May 1956 under the
name Hoechst Fedco Pharma Private Limited.
Aventis Inc. has a presence in major therapeutic segments like
cardiology, oncology, anti-infectives, arthritis, allergy, and
Ranked 5th in Healthcare generation and 6th in companies involved
in pharmaceutical and biotech industry in top 12 pharmaceuticals.
Sales promotions in pharmaceutical marketing
A Different Scence
There is no media other than social media which is used to
create awarness of Pharma products.
Objectives of sales promotion:
To introduce new product
To attract new customers
To face the competition effectively
To maintain old customers
To improve public image of the firm
Aventis Target and Problems
The oncology division of Aventis Inc markets Taxotere, a drug launced in 1997
that is used in the treatment of metastatic breast cancer.
Target - Oncologists and Nurses
An oncologist is a medical doctor who specializes in the diagnosis and treatment
of cancer. Some oncologists treat patients with all forms of cancer, and
others specialize in only one type of cancer.
There are 3 primary types of oncologists.
Medical oncologists - These physicians treat cancer with medications
including chemotherapy, and coordinate other types of treatment.
Radiation oncologists - Are physicians who treat cancer with radiation
Surgical oncologists - Are surgeons who treat cancer with surgical
procedures. With lung cancer, these are usually thoracic surgeons who
perform lung cancer surgery.
• Due to the drug’s complexity and the sensitivity associated with the disease,
Sales representatives of the oncology division needed to give a detailed
description about the drug to the oncologists and nurses.
• Mostly all Oncologist and Nurses are busy in their work atmosphere
due to which appoints are not easily possible.
• Tough Competition from Bristol Myers Squibb s Paclitaxel Brand which launcedʻ
FDA New Regulation (Food and Drug Administration)
Sales representatives of pharmaceutical companies can only meet doctors at
Aventis decision for Promotional
Objectives of Promotional campaign
To help their sales representaive.
To spend more time with oncologists and nurses.
To discuss Ways in which drug and company could help
them serve their patients better.
To establish long-term relationship with them
“But how could this objectives will acheive”
“Where there's a will there's a way”
“ To identify the primary concern of oncologist and the breast cancer
patients undergoing treatment under the supervision”
• Oncologist don t have enough time to deal with patients .ʻ
• Patients wanted to be in touch with their family and friends during
• Patients wanted to know more about disease.
• Aventis got result from past suffering patients who survived.
Patients felt an innate need to to stay connected through various
Sales promotion objectives
“To improve relationships with oncologist and nurses”
“To make patients understand about aventis product”
Sales promtion in form of “Connection card”
Promoted in form of gift Package includes
Note cards and envelopes.
30 minutes prepaid calling cards
Taxi coupons for chemotherapy
Coupons for medical wigs
• Sales promotion campaign launced in 2000 in US.
• October , The national breast cancer awarness month in US.
As per Amy.s.Langer
Breast cancer patient needs state of art care
Information to help and make best decisions
Connections to practical and expert resources
The support and comfort of family and friends
Program will offer patients a welcome and meaning ful gift.
Post-sales promotion results
“To know effectiveness of promotion company conducted email
survey among its sales representatives”
It helped to create relationship with oncologist and nurse
60000 connection cards packs made avilable to patients by
150 representative of the company.
Success given oppurtunity to aventis to program it as their
regular Feature of Communication mix.
Make Presentation much more fun