The Disruptive Potential of Digital Contraceptives: An Analysis of Digital Contraceptives and Their Potential to Disrupt the Contraceptive Market

Sofie Hvilsted

Student thesis: Master thesis


Digital contraceptives1 have emerged as a disruptive innovation that can potentially transform the contraceptive industry and empower women to take greater control over their reproductive health. This thesis explores the disruptive potential of digital contraceptives by analyzing the changing consumer mindset in regard to contraceptives, the business model of digital contraceptives, and the competitive landscape in which they operate. The research methodology includes 6 qualitative semi-structured interviews, a quantitative questionnaire with 460 respondents, and desk research. The study reveals an increasing demand among female consumers for personalized and convenient contraceptive options with minimal side effects. The rise of femtech2 and digital contraceptive options offer women greater autonomy over their reproductive health. The pioneers in the digital contraceptive industry have used the value innovation strategy to create a new, uncontested market space in the form of a blue ocean. Digital contraceptive companies provide superior user experiences through personalized platforms, valuable content, and strategic collaborations. Clayton M. Christensen’s concept of disruptive innovation reveals that digital contraceptives can be seen as a disruptive innovation in a new-market foothold, addressing the needs of millions of women seeking options to better suit their wants, needs, and lifestyles, and prompting a behavioral change. The rise of digital contraceptives and changing consumer demands require pharmaceutical companies to embrace digital innovation to remain competitive. Market players must adapt to changing market conditions and buyer behaviors in this rapidly growing industry. To this end, a synthesized business model framework has been developed to equip entrepreneurs and investors with a valuable tool to navigate the complexities of the digital economy and stay ahead of competition. The framework emphasizes the need to adapt traditional models to emerging industries like femtech and can help companies achieve greater success in such nascent markets.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
Publication date15 May 2023
Number of pages88
SupervisorsHenrik Køhler Simonsen