The Roller Coaster of a Pregnancy Journey
Developing the First Response Strategic Plan
SW&A provided a pathway to a strategic plan on a key brand in our portfolio. They brought a fresh perspective on how we segment our consumer that had not been organizationally considered in past.
- Sarah Joseph Brand Director, Personal Care, Church & Dwight
First Response, the leader in the fertility diagnostics category, offers a range of pregnancy and ovulation tests. They needed a proactive strategy to remain the leader in a field where competitors were stepping up their game with more aggressive pricing, improved claims, and incremental investment.
In a multi-stage discovery process, SW&A conducted a knowledge audit and stakeholder interviews to understand what relevant information already existed and where the gaps were. We facilitated a strategic work session and conducted a quantitative consumer segmentation study to identify who First Response needed to win with to maintain its leadership position.
Our deep-dive interviews with consumers and healthcare partners during the discovery process illuminated the highly emotional nature of the pregnancy journey, of which the pregnancy test is just one part.
This project resulted in a consumer-led strategic plan for First Response as well as a foundation to demonstrate their leadership among customers. In addition, the cross-functional team gained actionable insights to inform consumer communications, in-store execution, and innovation efforts.