THE CHALLENGE
Women were avoiding one of the most effective forms of birth control – IUDs – because of horror stories about excruciating insertion pain and complications. While existing FDA-approved IUDs offered excellent pregnancy prevention, the insertion process was often traumatic enough to deter women from choosing this long-term contraceptive option. Sebela Pharmaceuticals had developed LevoCept with revolutionary flexible design that could eliminate insertion pain, but they faced a recruitment nightmare: how do you convince women to try yet another IUD when they’ve heard so many painful experiences from friends and family?
THE SOLUTION
We repositioned the LevoCept Study from “another IUD trial” to “the clinical trial that could finally make IUDs comfortable for everyone.” Rather than focusing on contraceptive effectiveness – which women already knew IUDs delivered – we centered our messaging on the breakthrough that mattered most: pain-free insertion and removal. Our recruitment campaign spoke directly to women’s fears and frustrations with existing options, showing them how LevoCept’s innovative spring-like design could transform their experience from dreaded procedure to simple appointment. The result: a recruitment strategy that attracted women who had previously avoided IUDs due to pain concerns, positioning LevoCept as the solution that could finally make long-term contraception accessible to women who needed it most.
