Jonathan Commons
Sr. Director Consumer and Digital Marketing
Mayne Pharma
Introducing a New Kind of Birth Control
Nextstellis is the first and only birth control pill to contain estetrol, or E4, a human estrogen that is sourced from a plant for contraceptive use. However, the product was being launched into an already crowded marketplace in a class that’s 90% generics and with non-hormonal options already available. To succeed, the launch campaign needed a way to show Nextstellis is a natural fit for the right person. And the right person for that job was Jonathan Commons.
Jonathan’s insights into the product and its attributes served as the bedrock for the DTC campaign “It’s In Our Nature.” The campaign emphasizes the key differentiating factors of Nextstellis: it’s the first birth control pill in 60 years with a different type of estrogen that hasn’t been used in other birth control pills. Through lush imagery and compelling copy that highlights the key differentiators (different plant-sourced estrogen and dependable efficacy with a different side effect profile), the campaign targeted the discerning customer who cares about her own body and the world around her.
Once the campaign’s look and feel had been established, Nextstellis launched a consumer website and started reaching audiences with paid search and display advertising. Jonathan and his team then created a presence on social media by developing platforms on Instagram and Facebook to reach Millennial and Gen Z women. To further education efforts, they expanded to unbranded articles on popular platforms for women 18-39, such as Women’s Health, Refinery29, and SELF.
Throughout the campaign development, Mayne Pharma partnered with GoodRx, a company that helps people navigate the healthcare system with a focus on prescription drug savings. Through this partnership, Jonathan and his team developed display and targeted advertising to further drive awareness and NRx for Nextstellis.
These efforts have created mass awareness for Nextstellis and drove TRx growth by 84% (July 2021 – June 2022 compared to July 2022 – February 2023).
