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 Educate the public and healthcare providers
Opportunities Abortion legalized in 1973 US approval Handouts No direct competition
Threats Highly controversial Violence Possible boycotts First in the market
Threats
Solution proposed Targets Distribution Promotion
Targets Doctors and pro-abortion organisations Doctors anti-abortion Druggists Women
Distribution Druggist Doctors or clinics
Promotion Professionals End users
Promotion for healthcare professionals: get to the target 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
Promotion for healthcare professionals: Message, contents Technical data Psychological effects Comparison with the surgery method
Promotion for healthcare professionals: Materials Website with technical explanations Cdrom given during the seminars Conferences with well-known specialists Mailings
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
Materials Posters Brochures Press releases on real cases Website, chat-room supervised, advice
Message New method No surgery Used for many years in France Use the voice of trusted leaders of Pro- abortion movement
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
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