Turquoise were commissioned by Schering Healthcare to look at the contraceptive market, and specifically potential for a new contraceptive patch. Evra, a competitor, but the only contraceptive patch on the market was launched in 2003 and showed a keen uptake within the first few months ,followed by a rapid plateau, which then remained on a level. With the move of Schering to launch a new patch into the market, there was a need to explore the reasons behind why sales of Evra had not been as successful as initially anticipated.
To identify how consumers came to the patch as well as how they used it, and why there were any reasons for lapsed usage. To explore these issues in full looking at how Schering could position Fidencia to maximize its uptake. To understand the for and against reasons for patch usage as a contraceptive method from the consumer’s perspective. To aid the development of the optimum positioning for Fidencia.
Given the low penetration of Evra across the UK, a qualitative depth interview with consumers was recommended and undertaken. The sample comprised of users of Evra, lapsed users and non rejecters of a contraceptive patch format.
The findings suggested that there was a low awareness of the contraceptive patch amongst consumers. The contraceptive patch user was typically women in their early 20’s single, but in relationships.
Overall the key reasons for using the patch beyond effective contraception were less hassle, convenient, easy to use and easy to remember. Underlying this is the ability to get on with what is important in their life allowing them to be more in control of their life and relationships.
The reasons for lapsed usage were mainly to do with side effects experienced as opposed to format issues such as skin sensitivity.