The Female Health Co. is launching the FC2 Female Condom, and directing marketing to women dissatisfied with the side effects of hormonal birth control, and who feel that the traditional
male condom offers less enjoyment. Social media will be the key channel, per Karen King, CEO of the company. “The target groups we have identified are digital media users and this product
category has a strong online purchase base,” she said, adding that the FC2 female condom is reimbursable under the major health plans including the Affordable Care Act.
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