AstraZeneca, which sells the Arimidex, Abraxane and Faslodex cancer meds, is taking a page out of the Hallmark playbook: using Mother’s Day to boost business. The drugmaker is distributing material to its sales force about MUMS - Mothers United For Mammograms, an effort to raise awareness about the need for the test.

The internal documents, which was put together by the oncology team, emphasize a pink theme: pink carnations and pink-frosted cupcakes should be available to women in doctors’ offices and hospitals, along with pink Arimidex bags in which info can be stuffed.

Here is an excerpt from the documents, courtesy of Question Authority:

“”The MUM’s Campaign can also be leveraged to enhance our presence in key accounts . . . Utilize this campaign to gain access and enhance selling opportunities for Arimidex, Abraxane, and Faslodex with your key accounts.”

“Coordinate with all key account members in planning your programs/celebrations . . . Physicians, RNs, Social Workers to aid in patient involvement and leverage for future business opportunities…Display table location is key…Chemo area can be highly successful. Waiting rooms can restrict access to RNs and MDs…”

“Refreshments and food will help attract patients to the table. Cupcakes are easier for patients to handle and less messy than a cake. Have them made with pink frosting. Coordinate with the office for refreshments. Some offices provide waiting patients with coffee and sodas.”

“Provide the small pink Arimidex bags for patients to fill with information. They will also be highly visible throughout the entire office.”

There are, of course, two ways of looking at this. One could say this really is no different than any other company - 1-800-Flowers, Godiva or American Greeting Cards - that attempts to leverage Mother’s Day for its own purposes.

Or one could say that AstraZeneca is walking a fine line, and may even cross it by distributing Arimidex bags. Pink carnations can be hokey. Material emblazoned with product names and information can be considered, by some, as offensive.

What’s your view?

You can read the materials here.[tags]Abraxane, Arimidex, AstraZeneca, Faslodex[/tags]