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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.

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