The brief: Since Crinone comes in a unique dosage form i.e. prefilled natural micronized applicator which needs several steps to be followed for consumption. Both consumers and doctors are not fully aware of these steps. Hence the company wanted a compact way of communicating these steps to the end users. Also, Merck being a pioneer in the field wanted to address the questions persisting in the minds of both doctors and patients.

Distribution method: The collaterals were to be distributed through the sales team to doctors who will in turn give the same to their patients who are on Crinone.
Solution: A compact Z-card giving the complete steps and the dosage.
Results: Was very well appreciated by both doctors and the patients given the content and the compact nature of the Z-card. The information was found to be very valuable to consumers and doctors given that both had grey areas with regards to Crinone usage.
While the initial print of the Z- card was in English, a repeat print in 8 regional languages is now on.