EMD Serono film contest flags infertility

Share this article:
EMD Serono film contest flags infertility
EMD Serono film contest flags infertility
EMD Serono extended its “In the Know” infertility awareness effort with a short film festival, inviting couples who've struggled with infertility to submit 5-8 minute videos about their experiences.

The contest was officially sponsored by the company's Fertility LifeLines site. Finalists were displayed at fertilitylifelinesfilms.com, and the winning film, picked by a panel of judges including doctors, a popular blogger and the director of patient advocacy group RESOLVE, was announced at a New York gala last week.

The idea, said EMD Serono's David Stern, was to make it clear to those grappling with infertility that they're not alone.

“It's still very stigmatized,” said Stern, EVP, endocrinology at EMD Serono. “People don't like talking about it, and there's a lot of social pressure to have kids—especially around the holiday season.”

According to the CDC, some 7.3 million couples experience infertility at some point in their reproductive years. Two million married women have sought out advice or treatment for infertility in the last 12 months, said Barbara Collura, executive director of RESOLVE: The National Infertility Association, a co-sponsor of the film fest.

“One of the most fascinating things to come out of this for us was that in each of the three [finalists'] stories, the men were very prominent,” said Collura. “They spoke and shared and talked and we rarely see that with infertility, so that's huge and we think it's going to make a big difference, especially for guys.”

EMD Serono's fertility products include recombinant versions of three hormones—Gonal-f, Ovidrel and Luveris— along with Cetrotide, which is used to control certain hormonal surges.

EMD Serono produced an In the Know booklet on fertility issues last year, and followed up that initial effort, which was designed to be passed along “girlfriend to girlfriend,” with a booklet aimed at men. Baer Consulting handles PR for the campaign.

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...