Female Health Company planning targeted media campaign, line extensions

CHICAGO — The Female Health Co. is preparing to shift its focus from growth in the developing world to growth in the U.S. sector with a targeted media plan and a focus on developing a line of women's reproductive health products in support of its one SKU — the FC2 Female Condom — the company's leadership told investors last week.  

 

The company will concentrate on targeting women who are dissatisfied with the side effects of hormonal birth control and who feel that the traditional male condom offers less enjoyment. 

 

"Couples who try [a] female condom are pleasantly surprised and often report a more natural feeling and more enjoyment," Karen King, president and CEO of the Female Health Company, told analysts. "[But] we need the right brand name, look and feel to attract target users along with the right messaging," she said. "We have engaged in agency and are working on those aspects now."

 

Social media will be the platform through which the Female Health Company plans to reach its audience. "The target groups we have identified are digital media users and this product category has a strong online purchase base," King said. "I recently announced that FC2 female condom is reimbursable under the major health plans including the Affordable Care Act. We believe this will be an important element in supporting growth of a consumer product."

 

Further down the line, the Female Health Co. plans to broaden its FC2 portfolio. "There are inherent risks associated with being a single product company, particularly when that product is subject to substantial volatility in customer purchasing patterns," King said. "The initiative to broaden our product portfolio will drive the company’s growth," she added. "I have two full-time industry M&A veterans working with me and we have examined a significant number of opportunities and are in ongoing discussions with certain parties. Our goal is to close the first deal in calendar 2015. While we have been looking at areas across the women’s health spectrum, we have a particular focus on women’s reproductive health."