Implanon

Strategy

MSD joined forces with Schering-Plough to take over Organon’s women’s health division. In addition to NuvaRing, the alliance of companies also began promoting Implanon, another contraceptive device. A new applicator was developed (Implanon NXT), bringing an end to problems previously encountered with the product. The agency was approached to develop a strategy for ensuring that there was room for Implanon NXT without Implanon and NuvaRing needing to rely on the same patient population. Segmentation was therefore the most obvious strategy.

Campaign

First of all, we proposed a major campaign to highlight MSD’s commitment to this new product. The new applicator was launched widely. A thorough training programme for consultants and general practitioners was developed and implemented. This was followed by a product campaign focusing on women with busy lives, not preoccupied by sex or pregnancy. The cosmetic nature of the product was also avoided.