Evofem Biosciences` DTC Campaign "Get Phexxi" Delivers Strong Initial Impact
San Diego City, California -- Evofem Biosciences, Inc., (NASDAQ: EVFM) today announced that 'Get Phexxi,' its national direct-to-consumer (DTC) campaign aimed at broadening awareness of its non-hormonal, on-demand birth control method, Phexxi® (lactic acid, citric acid and potassium bitartrate) vaginal gel, achieved significant initial results.
'We believe the initial results from our 'Get Phexxi' marketing campaign demonstrate that we are achieving our goals for this campaign: to raise awareness of this important birth control option and to drive women to healthcare practices for Phexxi,' said Evofem Biosciences' CEO, Saundra Pelletier. 'We expect this ongoing campaign will continue to be an important driver to advance the Phexxi uptake curve.'
The 'Get Phexxi' DTC commercial garnered over 173 million views in just the first three weeks following the campaign launch on Valentine's Day. This large reach has increased brand awareness and impact as measured by key metrics including:
- A 73% increase in monthly ex-factory sales of Phexxi (unit shipments from warehouse to wholesalers, each containing 12 single-dose Phexxi applicators) in February 2021, which included two weeks' data post-DTC launch, versus the prior month.
- Ex-factory sales for the first quarter of 2021 exceeded levels for full-year 2020 by March 12, 2021, with over 9,100 units shipped quarter-to-date.
- More than 2,400 Phexxi units were dispensed in February 2021, a 30% increase over the prior month, and total monthly prescriptions grew 32% to 2,349. Because Phexxi is an on-demand contraceptive, and usage varies with the frequency of a woman's sexual activity, some prescriptions of Phexxi are for more than one unit.
- The number of healthcare providers prescribing Phexxi grew 25% in February 2021 versus the prior month. More than 3,050 healthcare providers have prescribed Phexxi since its launch in September 2020.
The 2X increase in Phexxi total brand awareness at the end of February (8%) over January (4%) also led to a 35X increase in unpaid searches for 'Phexxi' and a 180% increase in direct web traffic going to Phexxi.com.
The 'Get Phexxi' campaign highlights some of the struggles women face when choosing among the many available methods of contraception, whether it's the lack of control with condoms, constant daily use of the pill, or abstinence required for cycle tracking. The women featured in the commercial represent the real-life drawbacks that Phexxi may help eliminate as a hormone-free, on-demand birth control method.
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