-Problem/Context: Put the Nuvaring firmly on the map alongside other well-prescribed contraception such as the pill or IUD.

-Brief: Increase the number of Nuvaring patients by repositioning it as an alternative to other contraceptive methods.

-Strategy:

1) Define the typical patient profile to help physicians easily identify who to prescribe Nuvaring to (uninhibited patients).

2) Highlight the main product benefit – flexibility

3) Position Nuvaring as the contraception which allows patients to remain in control of their cycle whilst benefiting from reliable protection.

The new Nuvaring positioning was based on a study of physician and patient needs.

The methodology was as follows:

• Patient study including

o Online survey (patient forums…)

o Ethnographic study (face to face interviews, testimonial videos, patient

The ring was personified by a dancer, an emblem symbolizing the ring’s unique flexibility, and presented in the brand colors to boost the Nuvaring identity.

The core concept has been consistently adapted for several printed materials (leaflets, guides, panels).