By the time my team and I got involved with the Mirena project, extensive research and work had already been done. In the giant research report binder, there was little analysis that was different from previous ones. Lacking a budget for further research, we decided to gather insights using publicly available information on Twitter.
I was on the team that helped design a large portion of the marketing assets for the market leader in the women’s healthcare products (especially contraceptives). As usual, around Q4, these brands ask for ideas to help complete their budget before end of year. I was asked to the table for new ideas. During this time, a large portion of the ideation team was on vacation - which was a curse and a blessing, because the task fell onto me with only the weekend to complete.
Every brand had a large binder with market analysis, competitive analysis, and consumer insights. After going through this document, it was clear that very few people had read it and also it was also clear that there was nothing new in this binder. It was similar to past versions of the brand and even other brands.
We had a list of cookie-cutter “tactics” (what the marketing industry refers to micro products/services within larger assets) that we could reuse. There was very little evidence that these tactics would offer any real value to customers.
After a very quick look into social media and searching under the brand name, customer’s presented a very common issue that wasn’t mentioned in any meetings, data, or fat binders. Prior to and during the first nine months of getting the intrauterine product implemented, there was an immense amount of fear, anxiety, and confusion. Customers were not looking for answers on the brand site or were giving up quickly before going to forums or asking friends. A large portion of the customers were expressing their relief after they decided to take it out after the anxiety.
This insight drove the creation of new attitudes and tactics:
Other tactics catered to the target - mothers who wanted to having pregnancy on pause so they can focus on themselves. These tactics celebrated their peripheral interests.