Faslodex is used to treat reoccurring breast cancer for post-menopausal women, 
it can treat or prolong the period of time used in "normal" therapy before having to resort to chemotherapy.

 

Oncologists will usually decide to go directly 
to chemotherapy, if the cancer reoccurs after treatment.

 

Breast cancer doesn't just attack individuals, it attacks and affects entire families, since the care givers of the family will have to deal with results of breast cancer / chemotherapy along with their wives/ mothers/ daughters.

 

aslodex is a second chance at life,

fasoldex helps the families as well as the women.

Campaign goal:

1. invite and make sure as many oncologists as possible come to the event.
2. putting the oncologists in a receptive mind set for our event.

approach:
Astrazenica has good news to share, 
when you have good news to tell, you might simply send an email, 
but really good news are a personal thing, 
and require a personal appearance, 

First visit - Grabbing attention:
Medical representatives, would distribute personally, hand to hand to oncologists, 
a black envelope, ...
no pitch no sale no nothing, 
just a black envelope with only the words "Breast cancer destroys families" written on it.

the envelope will contain an old fashioned postcard with a story on it.
and tidbits of quasi medical literature about how to deal with subject of the story (i.e. the breast cancer paitent family members), 
the kind of bedside manner information doctors would appreciate. 
a simple call for action, "Be there for our good news"

Maintaining attention:
giving life to the stories of males suffering because of breast cancer is an emotional plea for the oncologist, to remind him/her that it's not just about helping a single patient, it's about giving the whole family a second chance.