Ellipsis helped Marie Stopes International to increase awareness of and trust in two drugs they have introduced to the market, which address two major maternal health issues: postpartum bleeding and unsafe abortion.
Marie Stopes International (MSI) delivers quality family planning and healthcare to millions of the world’s poorest and most vulnerable women.
MSI is tackling two major health issues affecting women (excessive bleeding after child birth and unsafe abortion) by introducing two drugs to the market, used for a range of obstetrical and gynaecological indications including medical abortion.
MSI needed to develop new marketing support materials to increase brand positioning and credentials across all target users and provide information for each tier of audience:
Tier 1 – educated doctors
Tier 2 – pharmacists
Tier 3 – local midwives
Tier 4 – end users (who might be educated or completely illiterate)
Tier 4 was the most challenging as it was imperative that the illustrations showed illiterate women the correct ways to take the drugs and when to seek medical help due to side-effects.
We worked closely with the client and illustrator to ensure maximum clarity.
Ellipsis created a suite of materials that was easily understood and communicated the brands in a clear and effective way. Materials included:
- Logo Lock-ups (including the tag line ‘High Quality, Effective, Proven’)
- T1 Medical Detailers
- T2 Pharmacist Pocket Cards
- T2 Pharmacist Posters
- T2/3 Wallet Cards
- T4 Illustrated Flyers
- MSI Seal of Approval
- Merchandising Templates
We managed the translation of all materials into several Asian and African languages, as well as designing variations for different cultures and country laws, including alternative illustrations for Asian and African women.
After the first round of testing in Uganda, Kenya and Nepal, the MSI Marketing Director commented:
‘[Ellipsis] have surpassed our expectations with regards to improving the clarity of the materials as well as reinforcing the MSI brand’
© Ellipsis 2017