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Marketing of the RU 486: The US controversial market

Marketing of the RU 486: The US controversial market. SWOT analysis. Strength Weaknesses Opportunities Threats. Strength. No surgery, no anaesthesia New method French example Other diseases treatment Privacy. Weaknesses. Price Effort needed for cultural acceptance

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Marketing of the RU 486: The US controversial market

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  1. Marketing of the RU 486: The US controversial market

  2. SWOT analysis • Strength • Weaknesses • Opportunities • Threats

  3. Strength • No surgery, no anaesthesia • New method • French example • Other diseases treatment • Privacy

  4. Weaknesses • Price • Effort needed for cultural acceptance • Educate the public and healthcare providers

  5. Opportunities • Abortion legalized in 1973 • US approval • Handouts • No direct competition

  6. Threats • Highly controversial • Violence • Possible boycotts • First in the market

  7. Threats

  8. Solution proposed • Targets • Distribution • Promotion

  9. Targets • Doctors and pro-abortion organisations • Doctors anti-abortion • Druggists • Women

  10. Distribution • Druggist • Doctors or clinics

  11. Promotion • Professionals • End users

  12. Promotion for healthcare professionals: get to the target • Email invitation to seminars for most of the doctors: pro-abortion or not • Mailing of deeper information for the pro-abortion doctors • Use of well-known specialists as references • Contacts with all the pro-abortion activists and movements leaders • Medical publications and TV programs

  13. Promotion for healthcare professionals: Message, contents • Technical data • Psychological effects • Comparison with the surgery method

  14. Promotion for healthcare professionals: Materials • Website with technical explanations • Cdrom given during the seminars • Conferences with well-known specialists • Mailings

  15. Promotion for end users: Places to get to the target • Schools nursery • Parenthood Planner • Doctors places • Clinics • Women magazines and specialized TV programs • Website • Phone advice

  16. Materials • Posters • Brochures • Press releases on real cases • Website, chat-room supervised, email advice

  17. Message • New method • No surgery • Used for many years in France • Use the voice of trusted leaders of Pro-abortion movement

  18. NEW ABORTION METHOD EFFICIENCY AND RELIABILITY PROVED IN FRANCE FOR MANY YEARS If your turns positive, and you choose not to go on, think about   THE ONLY PREGNANCY TERMINATION METHOD WITH NO SURGERY REQUIRED. Speak with your doctor about this method Visit our website for further information or call us for free and anonymous advice

  19. Conclusion • Use a no-controversial policy • Use the voice of specialists in that field without any political background: responsible of pro-abortion doctors associations,…. • Try to both give the idea of the product before needing it and to propose it when and where it is needed

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