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Opill

Launched an historic new option for women’s reproductive health

Case Study

Challenge

Over 19 million women in the US are in need of contraception yet lack reasonable access, creating barriers to control their own sexual health. In 2023, Perrigo secured FDA approval for Opill, the first over-the-counter birth control pill available in the US. To make Opill truly accessible, we needed to drive awareness of its safety and efficacy, and build a digital hub complete with a user-friendly ecommerce platform for nationwide access.

Solution

We built a channel that positions Opill as birth control “your way” and underscores the ease of accessing and managing safe and effective birth control. The easy-to-navigate direct-to-consumer purchasing flow and accompanying healthcare practitioner website promote trust and credibility, while driving conversion and loyalty.

Opill illustration of women
Opill design direction
A HUB FOR A HISTORIC SHIFT

Our discovery phase began with stakeholder interviews and extensive audits for SEO and a variety of women’s health, pharmaceutical, and D2C medical brands. Understanding the consumer mindset and familiarity with birth control and reproductive healthcare was the foundation for a mobile-first experience rooted in education and empowerment.

DRIVING A BEHAVIORAL CHANGE

We also created a CRM journey to provide education around the birth control options available for women in the US and keep our leads warm while Perrigo worked to get Opill onto store shelves.