NEXTSTELLIS
Mayne Pharma and EVERSANA INTOUCH
For the past 60 years, women haven’t had a choice of estrogen in their birth control pills. Birth control pills today contain the same type of estrogen as the first pill, ever. For something that is designed to liberate women, the unfortunate truth is that choices are still limited. NEXTSTELLIS is the first birth control pill in 60 years that contains a different type of estrogen. Still packing the power of progesterone and estrogen, NEXTSTELLIS is 98% effective with a low rate of side effects. Now women can choose what type of estrogen they put in their bodies.
But the challenge was to launch a new product into an already crowded marketplace that’s 90% generics along with other non-hormonals options already available. To succeed, the launch campaign needed a way to show how NEXTSTELLIS is a natural fit for the right person.
So, Mayne Pharma and EVERSANA INTOUCH decided to target the next-generation woman: a discerning consumer who does the research when looking into her options of what she puts in her body, from her diet to birth control. Then, they created the “It’s In Our Nature” campaign, which champions women’s choice—created for women, directed by women—and empowers everyone who wants a choice in which estrogen to use in their birth control.
The campaign, which adopted a brand identity of contraception without compromise, includes an entire refresh of the website, introduction of social media presence, digital banners, and the first TV commercial for NEXTSTELLIS. The website was designed to be the hub of all information for NEXTSTELLIS while still having visual appeal and easy navigation throughout. The social media stemmed from the campaign and content created for the website and provided the biggest opportunity to meet consumers where they are organically. The TV commercial was then created to raise brand awareness with a consistent look and feel to previously created materials. This needed to stand out from an already crowded market, introduce the brand, and drive home key differentiators in a limited amount of time. Furthermore, the team had to be conscious of each platform’s parameters while promoting a pharmaceutical product.
From July 2022 to March 2023, new visitors to the website increased 926%, unique users increased 913%, and overall sessions increased 815%, compared to the same period the previous year. Promotional activities drove more than 60% of new prescriptions during launch phase.
