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Essure Insert (Photo: Business Wire)

Who should be responsible for birth control is an age-old battle of the sexes. One point couples can agree on, however, is that neither wants to have surgery.

Essure Insert (Photo: Business Wire)

Essure Insert (Photo: Business Wire)

Conceptus Inc. (NASDAQ: CPTS), developer of the Essure® procedure, a non-surgical permanent birth control option for women, today announced the launch of a video campaign that uses humor to help illustrate why men are often reluctant to get a vasectomy. The video, which depicts a handful of men watching footage of an actual vasectomy shows that there is an unease about surgery “down there” as well as a clear lack of awareness about the vasectomy procedure itself.

“The men’s reactions in the video didn’t surprise me at all. My patients, and even more so, their husbands, are very reluctant to undergo surgery as a birth control method,” says Dr. Cindy Basinski, OB/GYN. “That’s why Essure is such a great solution for couples whose families are complete. I perform the Essure procedure right in my office in less than 10 minutes, and women are usually back to their normal routine that same day. Everybody is happy that there is a non-surgical, hormone-free option that both husbands and wives can get behind.”

The timing of the video coincides with a seasonal peak in the number of vasectomies performed. The increase in vasectomies is largely due to men using the recovery time from the procedure as an opportunity to take a little time off work and enjoy the college basketball play-offs with a bag of frozen peas on their laps.

The Essure “Vasectomy Reactions” video was designed to create awareness among men and women that there is a permanent birth control method that does not require surgery, burning, general anesthesia, hormones or slowing down to recover. The Essure procedure, FDA approved since 2002, is 99.8% effective, making it the most effective form of permanent birth control on the market 1. During the 10-minute procedure, a physician places a soft, flexible insert into each fallopian tube. Because the inserts are placed through the natural pathways of the vagina and cervix, no incisions are necessary. Over the next three months, the body works with the inserts to form a natural barrier that prevents sperm from reaching the egg.

“We wanted a new way to reach both men and women about the subject of permanent birth control,” says Sam Trujillo, Executive Vice President of Marketing at Conceptus. “By creating this video, we hope to start conversations and inform couples about their birth control options.”

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