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