EMD Serono launches male fertility education campaign
The effort, dubbed “In The Know: What No One Tells You About Male Fertility,” is launching this week, which is Men's Health Week. The campaign features a 20-page booklet written in conjunction with the Society for the Study of Male Reproduction, a website (www.FertilityLifeLines.com/intheknow) and a PR campaign by Baer Consulting. It's being supported by a satellite media tour, and aimed at reaching couples through health titles and local news outlets.
FertilityLifeLines.com is EMD Serono's fertility awareness site, and includes branding for Gonal-f, a hormone treatment indicated for both male and female infertility. Patients can get the booklet by registering at the site or by calling a toll-free number. EMD Serono reps are distributing copies to reproductive endocrinologists, and the company is promoting it online through search engine optimization and banner ads.
As part of the effort, EMD Serono and Men's Health Network are touting a survey finding that 45% of men say they would wait a year or more to seek treatment for an infertility problem. Men are much less likely to present than women, said EVP, endocrinology David Stern, and for women in their late 30s and older, time is critical.
"Some of this is embarassment," said Stern. "It's important to talk about it. It's not something that makes you less manly. It's common and can be treated."
About one in eight couples – around 7.3 million Americans -- has trouble conceiving, the company said, and half of those cases have to do with male fertility issues – often easily treatable ones.
The campaign grew out of an earlier “girlfriend-to-girlfriend” effort, aimed at women and based on research conducted with Conceive Magazine, that launched last year.