WOODCLIFF LAKE, N.J. Barr Laboratories last week began distributing business reply card advertisements through Conde Nast’s September Glamour magazine for adult consumers to use in purchasing the emergency contraceptive at the pharmacy counter.
Barr initiated the program because it recognized that one of the unintended consequences of the OTC approval was that women now had to ask for the product out-loud at the pharmacy counter. The BRC-sized card was implemented to help ease the embarrassment factor, the company noted.
Glamour was chosen as the consumer publication vehicle because of its high subscription rates. The magazine boasts 1.4 million paid subscribers and sells an additional 814,000 copies at the newsstand. The median age of the woman who reads Glamour is 33.7.
The card outlines a number of scenarios that the consumer can check off, such as a desire to purchase Plan B or to talk with their pharmacist about Plan B privately.
Barr Laboratories will also soon be posting the BRC as a pdf on its web site and the web sites of several women’s groups that support the distribution of Plan B.