Evofem Biosciences Inc. (NASDAQ: EVFM) has announced vital preliminary results of “House Rules,” its national direct-to-consumer campaign with Annie Murphy seeking to expand awareness and drive uptake of the company’s hormone free contraceptive, Phexxi.
Evofem offers results of the “House Rules” campaign
CEO Saundra Pelletier said, “Early metrics powerfully demonstrate that our “House Rules” campaign is effectively reaching our target audience, especially women who are beyond hormones. We look forward to the ongoing impact of this campaign to raise awareness of Phexxi for hormone-free contraception, recognizing that already 29% of new Phexxi prescriptions are conversions from pill users and 7% are conversions from ring and patch users.”
With 2 billion media impressions so far, the “House Rules” DTC campaign has led in a 263% visitors growth to Phexxi.com with a significant impact on various metrics. For instance, there was a 71% rise in ex-factory sales of Phexxi (unit shipments to wholesalers) in September compared to August 2021.
Over 5,100 women have started using Phexxi since the DTC campaign started
Since the introduction of the “House Rules” campaign, more than 5,100 women have started using Phexxi, resulting in a 56% surge in new patient starts in September compared to August 2021. In the first three weeks of the campaign, over 2,800 women scheduled telehealth consultations, a four times increase relative to the three weeks prior to debut.#
In September 2021, over 8,900 Phexxi units were issued, up 41% from the previous month, and total monthly prescriptions increased 45% to 7,839. Also, there was a 34% rise in new healthcare professionals prescribing Phexxi in September relative to the previous month. Since its launch in September 2020, more than 9,400 healthcare providers have written Phexxi.
The “House Rules” campaign debuted on September 9, 2021, and it highlights the birth control journey of millions of women, that have been struggling with the effects of hormones in birth control, such as mood swings, depression, and irritability.