Emergency contraceptive brand ellaOne has launched a same-day delivery service designed to increase accessibility to the morning after pill. Previously only available over-the-counter at pharmacies, or from GPs and sexual health clinics – the initiative is hoping to eradicate the shame and stigma that exists around the morning after pill and prevents women from dealing with uncomfortable experiences with pharmacists.
After conducting research that showed 58% of women felt ‘embarrassed’ or ‘awkward’ getting the pill from a healthcare professional, the new scheme will now allow women to complete the invasive questionnaire required when accessing the pill online. According to their study, 26% of women wait until a pharmacy is empty before asking for an emergency contraceptive, and 1 in 8 travel to different towns to avoid seeing someone they know while purchasing it.
The questions that are asked of women who purchase the pill have been described by the British Pregnancy Advisory Servicesas ‘patronising and insulting’, telling The Independent in 2016 that restrictions to the morning after pill were based on the ‘really outdated and patronising view that we can’t be trusted with this medication’. Today, they reiterated this sentiment in the Huffington Post, with Clare Murphy – director of external affairs – stating that the morning after pill should be available to ‘pick up off the shelf at your pharmacy or supermarket, without inquisition or demands you take a pregnancy test’.
The online consultation - that will hopefully eradicate the embarrassment many women feel when being asked these hugely personal questions in busy, public spaces – consists of seven questions typically asked by pharmacists. The checklist then triages women to assess whether ellaOne is appropriate, overseen by a pharmacist so any red flags can be followed up on by a healthcare professional, with a 24/7 Careline providing round-the-clock support for online orders. If ellaOne is not deemed appropriate, the customer will then be advised to visit a pharmacy as soon as possible.
‘People are digital natives accustomed to buying almost everything online - whether it’s groceries, clothing, or even Viagra – so, why not emergency contraception?’ said Emma Marsh, senior brand manager for ellaOne, ‘Women should not be risking unplanned pregnancies because of factors like inconvenience or embarrassment. It’s critical we help provide more seamless and less intimidating ways to purchase the morning after pill so that women feel more comfortable accessing emergency contraception, rather than risking an unplanned pregnancy.’
Of course, the privilege comes at a cost, with ellaOne starting at £34.95 followed by various delivery charges. For those outside of London, delivery ranges between £1.95, £3.95 and £6.95 depending on the time of your order – for delivery within 24 hours. If you’re based in London though, you’re also privy to an express delivery service of three hours, which costs £9.95.
According to Emma, ‘ellaOne has every intention of extending this service to other major cities in the UK’. She told Grazia that they are ‘ensuring the infrastructure is in place’ for effective delivery before rolling out the scheme nationwide.
Given that 46% of women between 18-35 had unprotected sex in the last year yet only 27% took the morning after pill (according to ellaOne’s research), the delivery service is sure to increase accessibility for women who cannot access pharmacies, GPs or sexual health clinics - whether that’s due to time, availability of appointment or embarrassment.
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However, that accessibility only goes so far given the cost. Currently, the morning after pill is five times more expensive in Britain than most of Europe. ‘If women are having to pay £45 for fast access to emergency contraception free from humiliation, the system is truly broken and in need of complete overhaul,’ said Bpas director Clare Murphy,’ When ellaOne is sold to pharmacies for around £14 it is perplexing why women are paying £20 on top of this to buy it direct, and a further £10 to have it delivered.’
When asked about the potential for ellaOne to create a cheaper product, or reduce delivery charges, Emma stated:
‘The new ellaOne Direct delivery service is not designed to replace retailers or encourage existing customers to change the way they purchase emergency contraception (EC). ellaOne is therefore sold at the RRP so it does not undercut retailers.
‘To provide an efficient delivery service we have chosen only the most reliable delivery partners,’ she continued, ‘In order to make ellaOne Direct accessible to as many women as possible, HRA Pharma (ellaOne’s manufacturer) has absorbed part of the cost of delivery, particularly for the Express service, where some of the delivery costs are in excess of £50’
Going on to explain that ellaOne is the ‘most effective morning after pill’ due to 10 years of investment and innovation, Emma stated that this is therefore ‘reflected in the price difference between this product and older emergency contraceptives which are now generic.’
‘For individuals that can’t afford to pay, or don’t want to, emergency contraception can be accessed for free from a GP or sexual health clinic,’ she concluded.