New product launch – A vaginal contraceptive
Communication objectives
VIVA! Communications’ main objectives were to raise awareness of NuvaRing among target audiences, proactively motivate prescribers and patients to switch to NuvaRing as the preferred method of hormonal contraception, and to generate high awareness among women encouraging them to see their doctor and discuss the latest advance in hormonal contraception.
Strategy
VIVA! Communications spearheaded a strategic launch campaign to build product awareness and educate the female community. This was done via the establishment of strategic alliances with Australian study investigators, Sexual Health and Family Planning Australia (SH&FPA), a celebrity consumer (former The Great Outdoors presenter, Laura Csortan) and other community-based patients.
The medical community, including trade media were also a major target audience.
Outcomes
NuvaRing was profiled as a revolutionary contraceptive in the trade and national consumer news and long-lead media, and was set apart from the competition.
The results included:
- A huge volume of enquiries from GPs and pharmacists nation-wide
- Blanket trade print media coverage (GP and pharmacy)
- Blanket TV consumer media coverage - breakfast, morning and afternoon news, evening and late night news bulletins + QANTAS in-flight bulletins
- TV features on Today Show, Mornings with Kerri-Anne, David and Kim
- Blanket radio news and talkback – breakfast, morning, afternoon and evening
- Newswire story and extensive national print media coverage (major metros, suburban and regional papers)
- Extensive women’s/lifestyle magazine coverage
- Significant hits to website and online media kit
- Organon’s medical device sales
