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On this episode of the Brave Commerce podcast, hosts Sarah Hofstetter and Rachel Tipograph sit down with Lorran Brown Cosby, senior vice president of digital and ecommerce at healthcare brand Perrigo.
Cosby discusses the groundbreaking launch of Opill, the first over-the-counter birth control pill in the U.S., and its transformative impact on women’s health and accessibility. She shares insights into Perrigo’s digital commerce strategies, the importance of building retailer confidence, and the unique challenges of marketing sensitive health products.
From allergy relief to infant formula, Perrigo’s self-care categories are vast. Cosby delves into how Perrigo’s dual role as a manufacturer and brand builder supports both their proprietary brands and private label products for major retailers, enhancing consumer trust and loyalty.
The conversation then shifts to the launch of Opill. Cosby explains the meticulous planning and research that went into the over-the-counter contraceptive’s launch. She discusses the comprehensive marketing strategy that included building awareness, trust and a strong online presence to support the product’s success, plus the collaborative efforts with retailers to ensure the product’s visibility and accessibility in both physical and digital stores.
In the final segment, Cosby addresses the challenges of marketing products in what is considered a “blush category.” She explains how Perrigo navigates sensitive health topics while building consumer trust and confidence. By leveraging data and insights from global markets and focusing on personalized consumer experiences, Perrigo effectively communicates the value and accessibility of their products.
Key takeaways:
Game-Changing Access: Perrigo’s launch of Opill, the first over-the-counter birth control pill in the U.S., marks a significant advancement in women’s health, providing unprecedented access to contraception and supporting the ongoing conversation around women’s reproductive rights.
Strategic Retail Collaboration: Cosby highlights the importance of building retailer confidence through data-driven insights, global market research and a comprehensive marketing strategy, ensuring successful product launches and sustained consumer interest.
Navigating Sensitive Categories: Perrigo’s approach to marketing sensitive health products involves creating personalized consumer experiences, leveraging global insights, and effectively communicating product benefits to build trust and loyalty among consumers.
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