Morning after pill brand speeds up retail access, doubles supply per pack

CNN New York --

One manufacturer said that it was responding to the high demand for the morning after pill. This is because the US Supreme Court has ended the constitutional right to abortion.

Julie launched a one-step tablet of emergency contraceptive containing Levonorgestrel. This key ingredient was in Plan B, which was approved by FDA in the late 1990s and sold at 4,500 Walmart locations nationwide in September.

The startup saw a spike in demand for its $42 tablet upon launch. This was in addition to an overall increase in emergency contraceptive purchases following the ruling by the US Supreme Court overturning Roe v. Wade on June 24, 2022.

FDA-approved morning after pill can decrease the chances of pregnancy following unprotected sexual activity or failure to use another contraceptive method such as a condom. It should be taken within 72 hours. The legality of the pill is guaranteed in all 50 US states. It delays or prevents implantation, but cannot end a pregnancy.

Although the initial goal was to make the product as widely available as possible, the Supreme Court ruling forced the startup to speed up the timeline for Julie's nationwide rollout.

Amanda E/J Morrison cofounder of Julie said, 'The Dobbs decision overturning Roe V. Wade last year rocked everybody's world, customers, and our retail partners'. It lit a fire under Julie to offer our product to more women, and more importantly to educate women about emergency contraceptives.

Julie expanded into 1,500 Target stores in April, seven months after it first hit the market. A new 2-count pack with its emergency contraceptives (with a 3-year expiration) is being introduced by the brand. CVS stores distributed the two-count pack over the weekend.

Morrison stated that the two-pack will make it easier for women with contraceptives to have at home.

Two-count packs cost $70. Morrison stated that the pill is most effective when taken within 72 hours of unprotected sexual activity.

Dr. Colleen D. Denny is a clinical associate professor at NYU Grossman Schools of Medicine. She said that she saw the benefits of the two-count emergency contraceptive pack. This was something she's never seen from any other brand.

Denny stated that it is common for barriers to prescription, over-the-counter, and emergency contraception to be as low or as possible.

She stated that emergency contraception can be extremely safe and effective in preventing pregnancy if used within the appropriate timeframe. Relationships can be complicated. Sometimes, it's not possible to access emergency contraception. Or women may not want their partner to use it. It's a good idea to have one pill and another.

Kelly Cleland is the executive director of American Society for Emergency Contraception. She said that emergency contraceptive brands like Julie need to do more to make the product more affordable and accessible.

Cleland stated that she supports expanding access but believes it is a missed opportunity when generic brands enter the market with high price barriers. Cleland was speaking out about Julie's $70 for the two-count package.

Cleland stated that a study by the American Society for Emergency Contraception last year on emergency contraception access in stores compared prices at retail for generic and branded options. Some generic options were listed at $6 and less, according to the report.

Julie stated that it established the prices for the single and double-count packs to fund its one-for-1 donation program, in which it donates one box per box purchased. It also covers business costs related to packaging and marketing.

The Supreme Court overturned Roe v. Wade and reaffirmed the idea that the Constitution's right to privacy also included abortion. The Supreme Court extended the states' rights to restrict or regulate abortion in Dobbs and Jackson Women's Health Organization.

26 states in the United States have implemented new restrictions on abortion or complete bans.

Doctors and prescribers noticed a sharp rise in demand for contraception within the first 24 hours of the rulings. This included emergency contraception and long-lasting birth control. Some pharmacy chains had to place temporary limits on the number of emergency contraceptives they sold due to high demand.

"Every time there's a new development in restrictions on reproduction health care there's a run for emergency contraceptive. Morrison said that this was confirmed by our retail partners. He also stated that news events continue influence the buying patterns of emergency contraceptives.

Morrison stated that the current political climate had empowered Julie. According to the company this includes making Julie's availability in communities more accessible through unexpected places such as bars, restaurants, and coffee shops.