Major Market Disruptions Forecast for the Birth Control Marketplace in 2013

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Phoenix Healthcare finds over 50% of women using brand name oral contraceptives plan to switch to generic or a different contraceptive method under the Affordable Care Act.

Oral contraceptives are the largest share (67%) of prescription birth control methods used by women 18-45, but their market share could shift dramatically in 2013

According to a recent Phoenix Marketing 360° Birth Control Market Tracking study of 1,254 women who are currently using branded oral contraceptives, half (50.8%) are likely to switch to a generic form or to a different method of birth control. Oral contraceptives are the largest share (67%) of prescription birth control methods used by women 18-45, but their market share could shift dramatically in 2013. One in five (23%) women using branded oral contraceptives are likely to switch to a longer-acting form of birth control: the intrauterine device (IUD) being the leading alternative, followed by vaginal ring, transdermal patch, injection, under skin implant, followed by permanent birth control through surgery-free implant or tubal ligation.    

Phoenix Healthcare, a division of Phoenix Marketing International, interviews 1,000 women every month who are use any form of birth control to learn whether they have recently talked to their physician about methods and brands. Phoenix also tracks the impact of branded direct-to-consumer (DTC) print and digital ads, websites and social media to learn how women become informed about birth control methods, which they in turn discuss with their physician.

The Phoenix Healthcare birth control audit is part of a growing family of disease category consumer studies that offer Phoenix exclusive 360° Marketview©. Phoenix Healthcare 360° Marketview studies currently cover 40% of all DTC spending in the US with research in the following categories: Contraceptives, Dyslipidemia, Schizophrenia, Rheumatoid Arthritis, Plaque Psoriasis, Crohn’s Disease, Psoriatic Arthritis, Ankylosing Spondylitis, and Men’s Health. A partial list of the major brands tracked in these programs include: Abilify, Actemra, AndroGel, Cialis, Cimzia, Ella, Enbrel, Essure, Generess FE, Humira, Invega Sustenna, Januvia, Levitra, Lo Loestrin FE, Mirena, Niaspan, Orencia, Ortho Evra and Ortho TriCyclen-Lo, ParaGard, Plan B, Rapiflo, Remicade, Rituxan, Seroquel XR, Simponi, Stelara, Uloric, Viagra, Victoza, and Zyprexa Relprevv.

For more information about the kind of brand tracking information is available in the 360° Contraceptive Marketview© study contact John Duggan at 508-315-6184 or john(dot)duggan(at)phoenixmi(dot)com.

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John Duggan
Phoenix Marketing International
508-315-6184
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