Mirena Campaign & Website Design

The Setup

Mirena is a hormonal IUD that can prevent pregnancy for up to eight years and also treats heavy periods. For women weighing their birth control options, it can feel unfamiliar. People arrive with practical questions: what it is, how it works, whether it’s right for them, what placement feels like, and what it will cost.

The site had to answer those questions clearly and warmly while following the strict rules of pharmaceutical marketing. Important Safety Information had to stay visible, every claim needed the right context, and every page had to pass medical, legal and regulatory review. The challenge was to make a regulated product site feel calm, personal and easy to move through, on desktop and on mobile.

What I Led

At Ogilvy Health, I led the layout and design of the Mirena website. I shaped the page structure and the visual system across the core consumer journeys, and designed how content, safety information and calls to action worked together on every screen.

The approach rested on a few principles:

Start with her situation, not the product. The site meets visitors where they are, with paths for “Just Had a Baby,” “Growing Family,” “Family the Right Size” and “Already Using Mirena,” so each woman can find the information that matters to her life stage.

Make the product understandable. Clean product imagery, a labeled close-up of the device and a simple explanation of how Mirena works make an unfamiliar product feel approachable.

Build confidence before the conversation. Pages on what to expect, cost and support, and a short “Is Mirena right for me?” set of questions help women prepare for a more informed talk with their healthcare provider.

Let real voices lead. Patient and provider video stories add warmth and credibility that copy alone can’t.

Design safety in, not on. Important Safety Information is built into the layout, with a persistent banner and a full section on every page, so it is always present without overwhelming the experience.

The result is a calm teal-and-white system with generous white space, clear type and consistent modules, so a content-heavy, highly regulated site still feels light and easy to read.

What We Delivered

A complete patient website designed for desktop and mobile, covering:

Home: a clear introduction to Mirena, key facts at a glance, and entry points to patient stories and FAQs.

No Daily Routine: life-stage video paths for different moments in a woman’s life.

What Is Mirena? / Mirena Up Close / How Mirena Works: product education with device imagery and diagrams.

Is Mirena Right for Me?: guided questions to bring to an appointment.

Heavy Periods: information on Mirena’s second indication.

What to Expect: a step-by-step look at placement, before, during and after.

Cost & Support: coverage and savings information.

FAQs: answers to the most common questions.

The website designs are shown in the gallery below.

View the live website