Implanon

- Clinical trials
- Marketing plan o Targeting
 Payer
 Provider
 Patient
 Politician
 Physician o Positioning o Detailing
 Medical community outreach
• Education around procedure
- Distribution o Currently two specialty distributors CuraScript and CVS Caremark offer Implanon on the website but there is no need for proof of training in insertion of Implanon.
- Pricing

The Customer o Customer Segment 1
 Customer Profile
• Women who want to prevent pregnancy and desire a long-acting (up to three years), reversible contraceptive method. Female should not weigh more than 130% of her ideal body weight and should not be chronically taking medications that induce liver enzymes.
• Women should be 18 or older and have menarche, and younger than 65.
 Geographic
 Demographic
 Psychographic
 Value Drivers
 Decision Process
 Support Requirements
 Price Sensitivity o Ideal Customer
Marketing Strategy o Marketing Messages
 IMPLANON is a hormone-releasing birth control implant for use by women to prevent pregnancy for up to 3 years. The implant is a flexible plastic rod about the size of a matchstick that contains a progestin hormone called etonogestrel o Branding
 Benefits marketed to consumers:
Implantable
• IMPLANON is a flexible, ethylene vinylacetate (EVA), rod-shaped contraceptive the size of a matchstick that is implanted just under the skin of her inner, upper arm.
Unique
• IMPLANON is the first and only three-year, single-rod, implantable contraceptive.
• IMPLANON must be removed by the end of the third year and may be replaced by a new IMPLANON at the time of removal, if continued contraceptive protection is desired.
Reliable
• More than 99% effective with just a single implant.1 o Less than 1 pregnancy per 100 women who used IMPLANON for 1 year.
• Efficacy is achieved through the implant’s continuous release of etonogestrel over 3 years.1
• IMPLANON may be less effective in women who are taking