Mandate

ExMI has worked with Organon since 2002 supporting the launch of its innovative NuvaRing contraception product in the US market. The product is unique. It is made of a flexible plastic that is inserted vaginally. It remains there for three weeks at a time, emitting a low dose of the hormones estrogen and progestin to prevent pregnancy.

In terms of market orientation, this method differs significantly from daily oral contraceptive and weekly patch products, both in the method of administration and the frequency of use. However, the core challenge in communicating the benefits of the product was presenting the concept of vaginal administration. ExMI was responsible for developing and implementing an ongoing e-channel strategy that had to educate and build awareness with physicians, encourage consumer interest and trial and provide support for new patients.

Solution

The hub of the e-channel activities supporting the NuvaRing launch was a product site offering unique experiences for each of the three core audiences. The product site is essential in both making and delivering upon NuvaRing's brand promise within a highly competitive and established birth control market. During the initial launch phase, e-marketing activities provided free trial offers encouraging women to go to their doctor for a prescription with an e-coupon. This offer was located within the broader context of DTC advertising programs that sought to introduce the novel proposition of the "Once a Month" contraceptive product. With access to pharmacy redemption data, ExMI was able to optimize the site in order to maximize coupon redemptions. Ongoing performance measurement and patient research after the product launch revealed some key patient insights. These included a high level of satisfaction with the product as well as the fact that women actively shared their stories and product recommendations.

ExMI augmented the experience design of the product site to include features that encouraged collaboration and sharing among women. An example of this was an innovative e-cards engine that allowed groups of women to customize and distribute messages within their social circles. This implementation placed a strong emphasis on collaboration and customization. Women could upload their own images and, with the help of a series of easy to use, intuitive tools, create highly personalized messages.

The HCP section of the site focused on the unique nature of the product and combined with e-Detailing programs helped ensure that physicians were not only aware of the product and its benefits but were prepared to answer patient questions relating to vaginal administration, comfort, impact on sexual activity and side effects. HCP communication was essential in the context of DTC e-coupon activities that encouraged women to visit their doctors to inquire about the product.

Results

Despite the established strength and traditional preference for oral contraceptives, NuvaRing has gained a 6 to 7 percent market share since its launch. In terms of prescription habits, select obstetrician and gynecologists report that NuvaRing now constitutes 15 to 20 percent of their contraceptive prescriptions. These physicians also report that recent direct consumer advertising has led many women to request NuvaRing, validating the impact of DTC activities.

In terms of e-channel activities, NuvaRing.com was recognized by Manhattan Research as one of the top 10 customer acquisition sites for 2006 and is a platform for continued market share growth.