Client Brief
Schering AG is one of the world’s leading research-based pharmaceutical companies with a business focus in hormonal contraceptives – particularly in the area of fertility control. In 2003, Schering’s Female Healthcare benefits and products were not visible to consumers locally. Schering AG officially launched Yasmin®, an innovative, low-dose Pill containing the progestogen developed by Schering called Drospirenone, in the Malaysian market in 2004. Yasmin® is a revolutionary pill because its pharmaceutical compound reduces the water retention in the body as well as typical premenstrual complaints such as weight gain, breast tenderness and moodiness.

Business Challenge
Schering AG was a relatively unknown pharmaceutical company in Malaysia. The market challenge was to increase product awareness of Yasmin® with Drospirenone, including its unique characteristics and benefits beyond contraception – making it a lifestyle option for women. In line with Malaysia’s Medicines Advertisement and Sales Act, that prohibits claims in paid advertisements and mention of product names, obtaining product brand and mention to publicise the pill’s benefits deemed daunting.

Essence PR Strategy
Essence conceptualized the PR strategy for Schering Female Healthcare and partnered with Schering in developing the market and strategic communication portfolio. Essence established the core messaging on the benefits of contraception and family planning by associating the client’s products with specific events such as International Women's Day. Essence’s communications initiatives reinforced that modern improvements and new compounds in today’s contraceptives can even bring about additional benefits to women’s short and long term health.

Results

• All Schering’s female healthcare products’ key messages were effectively communicated in all leading dailies.
• From a low-key company and since the launch of Yasmin, Schering’s Female Healthcare products are currently one of the top players in the local market.