Women by and large are not having productive conversations with HCPs about birth control. Instead, they’re talking to each other about it. For the pill, you have to remember it every day, and for most women, who are overbooked, overstressed and under-supported, every day is a different kind of chaos. Having one more thing that you have to do amidst the crazy is not ideal. Having something that was only once a week AND wasn’t invasive would be a much better fit for women’s lives no matter where they were in their lives or birth control journey.
We focused on women talking to women about birth control. Used the authenticity of real conversations to legitimize a product they’d never heard about and a delivery system they may have questions about. And drew attention to the fact that, with a once-a-week application, Twirla was a significantly better fit for their lives than any other birth control.