Gender market gap in hormonal contraceptive pills
Aggiornamento: 3 giu 2024
By Carlotta Sanna and Agnese Cobellis
In recent years, growing attention to female sexuality has pushed research on the male contraceptive pill into the spotlight, as a male pill could have critical implications towards gender parity. The objective? Equitably redistributing the responsibility of family planning between genders.
On May 10th, 1960, the first contraceptive pill hit the shelves of US pharmacies. Six decades have passed since then, yet why hasn't a similar option emerged for men? There are multiple reasons behind this market gap, including psychological, marketing, and scientific factors.
To understand why the male pill has not yet made it to the market, we must undertake two lines of analysis. The first is related to scientific progress in the field, the other to cultural and technical challenges influencing the acceptance and promotion of this contraceptive option.
The male pill over time
In recent decades, research on the male contraceptive pill has gone through various stages of development, with numerous scientists contributing innovative approaches and advanced methodologies.
Early trials involved hormonal injections, followed by explorations of hormonal implants and other pharmacological solutions. However, side effects have been significant obstacles and put off many of the study participants. Findings from a study published in The Journal of Clinical Endocrinology & Metabolism in 2016, showcased a promising injectable hormonal contraceptive for males. Administered once every 8 weeks, the injection was found to successfully inhibit sperm production. Nonetheless, numerous participants reported “moderate and severe mood disorders including depression”, associated with the use of the injectable contraceptive. Reported side effects prevented the product marketability.
Recently, the experimental pill TDI-11861, developed by scientists at Weill Cornell Medicine, has shown potential as a non-hormonal male contraceptive pill, acting by inhibiting sperm movement. The innovation of this product lies in its “on-demand” feature; participants would take it just half an hour before sexual intercourse to ensure immediate protection. Men appear to highly prefer this non-intrusive contraceptive method, which could fill a key gap in the market.
Latest developments go back to December 2023. Researchers at YourChoice Therapeutics in San Francisco are investigating a new male contraceptive pill named YCT-529. Previous findings from rodent studies showed promising results, with the drug preventing 99 percent of pregnancies, demonstrating reversibility, and exhibiting no side effects.
Could YCT-529 mark a breakthrough in the development of male contraception, or will it, like previous experimental products, fail to materialize in the market?
The cultural barrier
In addition to technical challenges, the male contraceptive pill faces cultural barriers related to gender norms and male sexuality. A majority of men associates the idea of taking the pill with loss of masculinity or lack of control, creating a stigma around this contraceptive option.
Indeed, the concept of “invisible orgasm”, so the inhibition of sperm ejaculation due to the assumption of the male contraceptive pill, represents a big psychological obstacle for men. Men report the “invisible orgasm” to be mentally as daunting as undergoing a vasectomy, even though the pill could help prevent unwanted pregnancies and equally re-allocate the burden of contraception responsibility among men and women.
However, a survey conducted by Martins & Boraas in 2023 among men from a large community in the Midwestern, US, showed that the vast majority of the participants were willing to use a hormonal contraceptive method. In addition, the interviewees revealed that in answering the survey the main elements that they took into consideration in assessing their willingness to use a male contraceptive pill were the high prices and the possible collateral effects. The study showed that responses changed accordingly to demographic and health characteristics of the participants.
Another important element to be considered is the fact that men, due to the fact that do not become pregnant, do not feel the urgency for a male contraceptive solution. Furthermore, from women’s perspective, there is also a relevant aspect to consider related to the question “Would women trust men to consistently take the pill when the burden of pregnancy primarily falls on women?”. As a matter of fact, a study conducted by a team, led by Judith Eberhardt, from the Teesside University’s Social Futures Institute on a sample of 240 women in northeastern England found that, in general, the majority of women would not trust men with contraceptive responsibility. This idea is associated with the fact that, as biologically are women who bear the physical and psychological risks of pregnancy, they perceive men as lazy, forgetful and unaware of the physical consequences of a pregnancy.
How to market the male pill: Marketing Strategies to Overcome and Make Use of Machismo
To promote the male contraceptive pill in the marketplace, innovative and targeted marketing strategies will be essential. One of the first challenges will be to overcome the cultural stigma associated with the idea of men taking the pill. To this end, it will be important to use messages and advertising campaigns that highlight the benefits of the pill in terms of fertility control and gender equality.
Making use of machismo through promotion strategies. Although neutralizing or reducing the influence of machismo would certainly be valuable towards the achievement of gender equality, utilizing machismo hang-ups in marketing can be a strategic approach to promote steps towards equality from the inside. Attractive packaging and a memorable product name could be developed to help distinguish the male contraceptive pill on the shelf and make it more appealing to the male audience. Rather than promoting the male pill as a pharmaceutical product, it can be promoted as a tool to enhance the experience of sexual acts. On the shelf, the product would resemble sexual wellness products (a lubrificant, for instance) more than pharma products. In this way, the male contraceptive pill can be marketed as a symbol of masculinity, and even enhance one's sense of manliness.
Overcoming machismo through information. Another strategy could be offering incentives such as discounts, rebates or promotional packages to incentivize individuals to try hormonal male contraception at early stages of the product marketization. Furthermore, utilizing social media platforms will be useful to engage with a younger audience, create awareness about hormonal male contraception as well as make information readily available and provide easy access to resources for individuals seeking more information about hormonal male methods. By developing engaging contents, testimonials, and interactive tools it will be possible to educate and empower individuals to consider male contraceptives as a viable option.
Along with social media engagement it will be useful also to develop targeted advertising campaigns that resonate with the male demographic, highlighting aspects such as convenience, control over fertility, and shared responsibility in family planning can appeal to men. Utilize platforms where men are more likely to engage, such as sports events, men's health magazines, or online forums will allow to conduct a comprehensive educational campaign to dispel myths and misconceptions surrounding male contraception.
In addition, it will be crucial to involve health professionals in the educational process, for them to openly discuss the male contraceptive pill with their male patients. This could include specific training sessions and educational materials that clarify the advantages and disadvantages of the pill, as well as providing answers to common questions and concerns of patients.
Women should also be involved in the process, assuring them that the male contraceptive pill is a viable contraceptive option that can be used safely and responsibly.
There is still a long way to go before closing the market gap between the female and male hormonal contraceptive pills. While there is lack of awareness towards the benefits and the features of contraceptive male options, associated with misconceptions and myths, there are a few strategies marketers could use to work on this. Marketing strategies aiming both to educate as well as incentivizing male pill usage can help overcome the cultural barrier associated with male contraception. However, a lot of work has to be done at both ends of the market to avoid ending up in a dead end for male hormonal contraception.
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