Sugar to focus on consumers after UK launch of Evra

Sugar Consulting is to switch the focus of its awareness-raising work for contraceptive patch Evra from GPs to prescribers and consumers following the product’s UK launch this week.

The focus of campaigns will shift as the agency bids to boost awareness of the Janssen-Cilag product, which became available to women in the UK last Monday.

Caroline Fielding, associate director at Sugar, the consumer marketing arm of Shire Health Group that was hired following a pitch last autumn, leads the account team.

Fielding said: ‘We want consumers to be aware they now have another choice for their contraception.’

The patch launched last year in the US, where it is available on prescription under the brand name Ortho Evra, and is reported to be 99 per cent effective.

Evra can be worn on the bottom, lower abdomen or upper-arm and upper-torso. It is worn for one week and changed on the same day of the week for three consecutive weeks, the fourth being ‘patch-free’.

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