Why this telemedicine company will not use pretty packaging or models to sell contraceptives

Many brands of contraceptive products directly from consumers are coming to the market today. 39, using pretty packaging, suggestive photographs or excessive model poses to sell the product, but Nurx takes a different approach. Today, the brand has launched a new marketing strategy to encourage more women (whether or not they have health insurance) to think of Nurx in terms of birth control.

The brand is particularly focused on expanding to southern states, including South Carolina, Alabama, Tennessee and Georgia.

Nurx exists since 2015, originally nicknamed the "Uber for Birth Control". Today, the telemedicine company offers everything from birth control to emergencies. home contraception HPV and PrEP test kits. As the company continues to expand (in 23 states and in the District of Columbia), Nurx decided that it was time to rethink its communication with existing and potential customers.

"In reality, we did not have much of a mark. Our brand did not necessarily reflect what we are doing here as an all-in-one service encompassing essential needs in primary health care, which you would have traditionally had to consult in a doctor's office, followed by a pharmacy . get it, "said Katelyn Watson, vice president of marketing for Nurx.

Nurx today presents a new look, featuring a new logo, a website and even six fonts to use in the future marketing, in partnership with design firm Koto.

For In the casting process, Nurx wanted to stay away from calls and professional models, which Watson says is too important for other users. The brand launched a call to customers in Miami and San Francisco, told them about their relationship with the brand and took authentic and authentic photos (which would never be photographed before being used by the brand ).

"You see some of our competitors, some women are just in those crazy poses you would never do. For us, we wanted to capture the emotions of our customers, but to do it in a real way, as opposed to trying to say that we are doing something and not really, Watson said.

Another point of differentiation The brand plays, it is that it is discreet and easy to understand. No elaborate packaging or box worthy of Instagram reach the customer's door.

"Some of the competitors we saw are concentrating heavily on things that have nothing to do with delivering your birth control through the mail," Watson explained. She said that she saw competitors "giving out extras, beautiful wrappings and gifts, making their brand all that there is to say, which is a bit of concern." It should be a question of whether it is safe, is it discreet? Most consumers do not want a big light box that says "birth control".

In addition, Nurx has launched six custom fonts that customers will see on the website, applications and other marketing materials. The fonts seem hand drawn and not too much on the top. It is for the brand to capture the voice of its customers by means of a font.

Watson and his team also wanted to capture the doctors 'voices with these new typefaces, which is why customers will start seeing representations of doctors' signatures. on the website, "create a sense of openness to the site and say," Click here to chat with us ", so that people know that it's something real and that suppliers are there for them, "Watson said.

While the marketing team was discussing the idea of ​​changing the brand name (hundreds of potential options were discussed and eventually reduced to 40), team decided to stay with Nurx. "We felt like we were already well established in the industry," she explained. "People are really starting to understand who we are, especially beyond the control of the people. births, that we wanted to keep with the name and make it even more daring than before. "

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