In order to effectively reach priority segments, Paragard: The Musical was supported by a multi-channel, targeted launch including numerous print insertions, in-office support, broadcast TV, online video, display partnerships, streaming radio, paid social, and owned social. Television was localized to priority markets where HCP training on Paragard was being held. To improve quality of patient conversations with HCPs, both a People magazine cover wrap and patient brochure were created for point-of-care support. To build awareness and familiarity with Paragard as consumers engaged with relevant content, a Pandora audio advertisement, paid Facebook and Instagram ads, and display partnerships were developed.

All assets are reviewed by CooperSurgical’s regulatory team to ensure each piece is accurate, appropriately balanced with safety information, and aligns with FDA and FCC guidelines. Following approval, each piece is filed with the FDA. For broadcast television specifically, references and data are provided to networks as requested.  

Paragard targets women ages 25-44 who have had negative experiences with hormonal birth control or feel concerned about long-term side effects. Additionally, Paragard aims to reach those who wish to extend their healthy, additive-free lifestyle to their birth control. Media has been placed in contextually relevant environments for both targets.

Only the Paragard IUD uses 1 simple active ingredient to prevent pregnancy over 99% of the time with no hormones. Paragard offers a strong combination of benefits that 68% of US women have expressed preference for, but less than 3% know it exists. With so many birth control options available, our challenge was to reintroduce this 30-year-old brand to feel exciting and memorable to women everywhere. Instead of talking at them, we’re teaching through song with Paragard: The Musical. It speaks to women who are done with hormones and want to extend their lifestyle choices to their birth control. We’re empowering them to learn more at Paragard.com and voice a preference for simple, honest pregnancy prevention. By singing along to a tune they won’t forget, Paragard: The Musical is inspiring women to guide a conversation with their providers to insist on hormone-free, highly effective birth control.

Paragard prevents pregnancy over 99% of the time using 1 simple active ingredient—copper—instead of hormones. It’s a birth control that 68% of US women are looking for, but only 3% know exists. Our target consists of millennials who are done with hormones, want a birth control that works, and wants to be entertained when connecting with their favorite content. Well, that’s exactly what we did. Introducing, Paragard: The Musical! After 30 years on the market, it was time that we told everyone who we are, what we’re made of—and what we’re not—in the most interesting way possible. We decided to make a splash in the birth control category and empower women to voice a preference for an option they never knew they had. By singing along to a tune they won’t forget, Paragard: The Musical is inspiring women to demand hormone-free.

Paragard is focused on reaching heterosexual, US women ages 25-44 who have had negative experiences with hormonal birth control or feel concerned about its long-term side effects. Additionally, Paragard aims to reach those who wish to extend their healthy, additive-free lifestyle to their birth control choice. These women want a low maintenance, highly effective contraceptive. In order to meet this target audience where they spend the most time, Paragard has invested in a multi-channel media campaign. Media selection from both a channel and partner perspective was tailored to reach Paragard’s target and inspire action. High reach media such as social, streaming radio, display, broadcast, and print were prioritized to drive awareness and consideration. Across all channels, Paragard: The Musical drove awareness of Paragard and provided deeper education on brand benefits.

Following the video and photo shoot for Paragard: The Musical in November 2018, the multi-channel campaign launched in January 2019 with the newly developed print ad, 60 second commercial spot, 30 second commercial spot, display banners, Pandora audio advertisement and companion banners, paid social, and owned social. This launch was quickly followed by in-office patient materials such as the People magazine cover wrap and patient brochure. The 60 second spot and 30 second spot aired locally in four key markets (Philadelphia, New York, Monterey, San Francisco) where HCP training on Paragard was in progress. All other media placements such as digital and print were run nationally.

While Paragard: The Musical only launched in January 2019, early national PatientView results (comparing July 2018 to February 2019) show a 6% increase in brand impression, 2% increase in brand consideration. In regional DMAs, total brand awareness showed an increase of 12% when comparing July 2018 to February 2019. In these local markets, target women are 2x more likely to discuss Paragard with their HCP. Media metrics also indicated that paid media drove 89% of all website traffic with paid social accounting for 76% of all visits in January. High profile TV presence in key DMA’s significantly impacted site traffic during prime time – more than any other month in brand history. We look forward to seeing updated metrics and impact on sales in the months to come.