Healthcare companies that sell emergency contraceptives are entering a marketing strategy built on memes and short explainer videos made to the backdrop of viral filters in an effort to reach its next clientele, The Wall Street Journal reported Sept. 27.
The president of Julie, a healthcare brand that sells the emergency contraceptive levonorgestrel and will launch this week, said "the conversation surrounding emergency contraception is in need of a revamp."
This "revamp" is happening on TikTok to reach Generation Z consumers, according to the Journal.
"We want to make sure people never feel ashamed or embarrassed, that they understand how their bodies work and all the medicinal solutions available to them," Amanda Morrison, Julie's co-founder and president, said in a Sept. 28 news release. "With Julie, people are getting more than a pill; they're getting the information and support they need to make the best decisions. We want to help our customers live out a better morning after."
Hey Favor and Get Stix, two other emergency contraceptive businesses, are also focusing on social media platforms in their marketing efforts, according to the Journal.
After the Supreme Court overturned Roe v. Wade in late June, demand for Plan B soared, and retail pharmacies put restrictions on how much product customers could buy. Although those limits ended after a few days, access to reproductive products has been turbulent for the past few months.
Read the full report here.