Launching a New Contraceptive: Lessons from the LNG-IUS
The levonorgestrel intrauterine system (LNG-IUS), commonly known by the brand name Mirena, is one of the most effective forms of contraception and offers important non-contraceptive benefits. The product has been gaining market share and helped revitalize interest in long-acting contraceptives in Europe and the U.S. However, until recently, the high cost of existing LNG-IUS products has limited availability in developing countries. The landscape is changing with the introduction of new, more affordable products. Several LNG-IUS pilots are launching in developing countries in 2017 with a range of partners to build global evidence for the feasibility and impact of this new product. This session will cover various strategies used and lessons learned in these launches through the four Ps of marketing: Product, Place, Price, and Promotion.
Speakers: Kate Rademacher, FHI360; Anna Mackay, Marie Stopes International; Neeta Bhatnagar, Jhpiego; Laura Glish, Population Services International