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Running head: BIRTH CONTROL PILL: CERAZETTE 2

BIRTH CONTROL PILL: CERAZETTE 1

Birth Control Pill: Cerazette

Introduction

There are currently more than 7 billion people on earth and the population keeps growing. Nevertheless, the planets natural resources become scarcer every day. The increase in population combined with the decrease in natural resource availability generates an unsustainable ecosystem. Reasonable solutions to maintain a sustainable world include efforts to decrease the overall population in addition to conserving earth’s natural resources. This paper will analyze a potential method to decrease the world’s population, birth control.

The first approaches to birth control have been found in Ancient Egypt and Mesopotamia, which date back to 1850 BC (Birth, 2021.) Since then, birth control measures have evolved. Nowadays, methods range from products to procedures, some of which include, but are not limited to male and female condoms, birth control implants, intrauterine device (IUD), vasectomy, and tubal ligations. The research, analysis, and marketing strategies will be built for the birth control pill, more specifically the brand Cerazette.

Paper Outline:

The Product

The product section of the paper will cover the overall product explaining the daily birth control pill for woman, the history of the product, the adoption curve, potential side effects, overall cultural acceptance or lack thereof. Finally, the specific product Cerazette birth control pill, will be analyzed, as well as its key factors, effectiveness, and limitations.

Cited references: Planned (2015), Henderson (2020).

Consumer Environment

Consumer environment will include the analysis of the consumer, their demographics identifications, such as, average age and income, sociological factors, and access to health care service.

Cited references: Galloway et al. (2017), Marston et al. (2017).

Buyer Behavior

This section of the paper will look into customer behaviors that lead to product purchase and how associated activities, preferences, and attitudes towards the product affect purchase.

Cited references: Servera-Francés and Piqueras-Tomás (2019).

Market Segmentation

Market Segmentation will be divided into three segments: market trends, market drivers, market segmentation by gender and products.

· Market Trends: how has the industry changed in the past couple of year and how can this progression affect the product short and long-term?

· Market Drivers: what aspects or influential characteristics have driven this industry?

· Market Segmentation

· Gender: product awareness and availability for males versus females.

· Products: the competitive analysis of other products in the market.

Cited references: Masters et al. (2016), Contraceptives (2019).

The SWOT Analysis

This segment of the paper will analyze the products internal and external environments. Its internal environment strengths and weaknesses as well as its external opportunities and threats in the market.

4 Ps of Marketing

After the SWOT analysis is complete, a marketing strategy based on the 4 Ps of marketing strategy will be drawn for the Cerazette product and brand. The following aspect will be analyzed:

· Product: the brand, the logo, the color.

· Place: the market in which it be sold, in-store placement, online appeal.

· Price: competitive pricing, and pricing strategy.

· Promotion: online efforts, in-store placement, health care clinic, and promotion strategies.

Cited references: Jena (2017), Khosravizadeh (2020), Lee et al. (2020), McIntosh and Bouteri (2017), Walrave et al. (2016).

Controlling / Monitoring

The last topic the paper will cover is the follow through with the product in terms of customer satisfaction, ongoing research to assure the product is effective and not harmful to individual health, and product improvements.

Cited references: Trifirò et al. (2018), Yaghoubi et al. (2017), Contraceptives (2019).

Annotative Bibliography:

Galloway, C. T., Duffy, J. L., Dixon, R. P., & Fuller, T. R. (2017). Exploring African-American and Latino Teens’ Perceptions of Contraception and Access to Reproductive Health Care Services. Journal of Adolescent Health, 60(3), S57–S62. https://doi.org/10.1016/j.jadohealth.2016.12.006

This article focused on the community efforts in South Carolina to prevent teen pregnancy. Galloway et al. study the correlation between teen pregnancy and access levels of health care services, access to health care information, and personal beliefs.

Jena, B. N. (2017). Effective marketing tool for the marketing professionals in healthcare organization: The 4 ‘S’ model. International Journal of Healthcare Management, 13(3), 201–206. https://doi.org/10.1080/20479700.2017.1402423

In the journal article, Jena et al. (2017) evaluated the innovation in healthcare marketing support. It is reported a significant increase in marketing departments in healthcare organizations in the past couple of year “75% in 3 years’ time” (Jena, 2017) to be exact. The author explains the importance of justifying marketing budget and introduces the 4 “S” model to help marketing departments.

Khosravizadeh, O., Vatankhah, S., Baghian, N., Shahsavari, S., Ghaemmohamadi, M. S., & Ahadinezhad, B. (2020). The branding process for healthcare centers: Operational strategies from consumer’s identification to market development. International Journal of Healthcare Management, 1–9. https://doi.org/10.1080/20479700.2020.1723881

The article written by Khosravizadeh et al. (2020) describes the importance of branding for healthcare centers. The evaluation of the importance of the branding process was divided into 5 segments “Market Identification, Brand Identification, Brand Positioning, Development and Consolidation Strategy.” (Khosravizadeh, 2020). The key takeaway from this article is the possibility of growth sustainable for medical centers based on market research and costumer knowledge.

Lee, M. S. W., Septianto, F., Frethey-Bentham, C., & Gao, E. (2020). Condoms and bananas: Shock advertising explained through congruence theory. Journal of Retailing and Consumer Services, 57, 102228. https://doi.org/10.1016/j.jretconser.2020.102228

The article written by Lee et al. (2020) evaluates and studies the impact a campaign or commercial can have on the consumer’s perspective of a certain brand. While the article analyzes both socially acceptable and controversial products, this will be a valuable resource when looking at the controversial products research that was done. This paper concentrates into birth control methods, which can be controversial in certain regions, states, and nations around the world.

Marston, C., Renedo, A., & Nyaaba, G. N. (2017). Fertility regulation as identity maintenance: Understanding the social aspects of birth control. Journal of Health Psychology, 23(2), 240–251. https://doi.org/10.1177/1359105317726367

According to the article written by Marston et al. (2017) there are different social demands and accepted behavior when it comes to woman and birth control methods. Understanding those norms and overcoming potential barriers is an important factor to consider when idealizing a marketing campaign.

Masters, N. T., Morrison, D. M., Querna, K., Casey, E. A., & Beadnell, B. (2016). Correlates of Young Men’s Intention to Discuss Birth Control with Female Partners. Perspectives on Sexual and Reproductive Health, 49(1), 37–43. https://doi.org/10.1363/psrh.12005

While most birth control methods are not only advertised, but also only target woman. The article written by Masters et al. (2016) will bring a new perspective to this paper. The article describes an area in which healthcare marketing can increase efforts, which is the importance of male understanding and intentions towards discussing birth control methods with their sexual partners.

McIntosh, B., & Bouteri, S. (2017). Healthcare marketing: Does marketing strategy address essential markets? British Journal of Healthcare Management, 23(9), 433–437. https://doi.org/10.12968/bjhc.2017.23.9.433

McIntosh and Bouteri (2017), focused their research on major pharmaceutical companies and communication strategies. The results showed that pharmaceutical companies lacked follow through with communications strategies. The internal communication functions were in place but were not necessarily implemented externally to the organization, leaving a gap between stakeholders and communication strategies. The overall dominance was attached to short sales and not marketing strategies.

Servera-Francés, D., & Piqueras-Tomás, L. (2019). The effects of corporate social responsibility on consumer loyalty through consumer perceived value. Economic Research-Ekonomska Istraživanja, 32(1), 66–84. https://doi.org/10.1080/1331677x.2018.1547202

Consumer loyalty is the likelihood of an existing customer to recurrently do business or purchase from the same company. While analyzing birth control methods and potential marketing strategies being aware of customer loyalty is essential. Customer loyalty can be attached to both a product and a specify store in which the product is displayed in.

Trifirò, G., Gini, R., Barone-Adesi, F., Beghi, E., Cantarutti, A., Capuano, A., Carnovale, C., Clavenna, A., Dellagiovanna, M., Ferrajolo, C., Franchi, M., Ingrasciotta, Y., Kirchmayer, U., Lapi, F., Leone, R., Leoni, O., Lucenteforte, E., Moretti, U., Mugelli, A., … Corrao, G. (2018). The Role of European Healthcare Databases for Post-Marketing Drug Effectiveness, Safety and Value Evaluation: Where Does Italy Stand? Drug Safety, 42(3), 347–363. https://doi.org/10.1007/s40264-018-0732-5

Trifirò et al. (2018) emphasizes the value of having access to patient’s medical information. The data can be utilized as a long-term randomized study to evaluate the drug. While it does not provide much information regarding drug efficacy, the study can still be beneficial. Finally, the article makes a connection in between the data sets available and pos-marketing evaluation, which has the objective of reporting on drug utilization, safety, knowledge

Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E., & van Noort, G. (2016). Like or dislike? Adolescents’ responses to personalized social network site advertising. Journal of Marketing Communications, 24(6), 599–616. https://doi.org/10.1080/13527266.2016.1182938

This paper will include an overview and campaign strategies for healthcare product promotion. To understand how social media impacts younger generations, the article written by Walrave et al. (2016) is extremely relevant, because it analyses young adults’ reactions to personalized social media propaganda.

Yaghoubi, M., Rafiei, S., Khosravizadeh, O., Mirbahaeddin, E., Jalilvand, M., Samaneh, S., & Ezzatabadi Ranjbar, M. (2017). A systematic review of factors influencing healthcare services marketing in Iran. Bali Medical Journal, 6(2), 268. https://doi.org/10.15562/bmj.v6i2.536

The article written by Yaghoubi et al. (2017) researches and spotlights the health promotion strategies and follow through service. The objective is to ensure the consistence between requirements and service needs by customers versus the actual service provided to them.

References

Birth Control Throughout History: Facts, Superstitions, and Wives Tales. (2021, January 14). Pandia Health. https://www.pandiahealth.com/resources/birth-control-throughout-history/#:%7E:text=The%20earliest%20forms%20of%20birth%20control%2C%20as%20well%20as%20abortion,sperm%20from%20entering%20the%20womb.

Contraceptives Market Size, Forecast | Global Trends [2020-2027]. (2019). Fortune Business Insights. https://www.fortunebusinessinsights.com/industry-reports/contraceptives-market-100064

Henderson, R. (2020, June 17). What you need to know about Cerazette (desogestrel). Netdoctor. https://www.netdoctor.co.uk/medicines/sexual/a8501/cerazette-desogestrel/#:%7E:text=Cerazette%20is%20a%20contraceptive%20pill,and%20doesn’t%20contain%20oestrogen.

Planned Parenthood. (2015). The Birth Control Pill A History. https://www.plannedparenthood.org/files/1514/3518/7100/Pill_History_FactSheet.pdf