With well-established competitor Replens already dominating the market how could Vagisil launch their first prescription product in a way that put them at the front of busy GP’s minds?

• A staggering 12 million women are suffering in silence because vaginal dryness feels difficult to talk about
• Feedback from Replens users was that the white, creamy consistency of the product was something they didn’t like about it

How could we make it easy for women and GPs to talk about this debilitating condition and build comprehension quickly about a superior product alternative?

Show not tell.

Vagisil ProHydrate is uniquely designed to look and feel like the body’s natural moisture so rather than tell GPs that we wanted to let them see and feel for themselves.

To encourage hands-on product play we sent them a water-reactive demo card with messaging that was only revealed once they applied the lubricant to it. Not only did this instantly create deep product comprehension but it served as an engaging way for them to open up conversations with relevant patients.

They were given sample packs to offer for free to any patients they felt might benefit.

All communication continued this empowering and visually informative theme to drive deeper engagement and comprehension about the superior formula offered by Vagisil.

Warm but direct copy helped break down any stigma and offered hope of a symptom-free future for patients.