Merck for Mothers is a 10-year $500 million initiative focused on improving the health and well-being of mothers during pregnancy and childbirth. Specifically, Merck for Mothers is interested in identifying what needs to be done to prepare for providing access to carbetocin, a drug used to control postpartum hemorrhage (bleeding after giving birth), in low resource settings. Part of that access – all under the rubric of product introduction activities – is ensuring that there is a clear value proposition for this drug. RTI assisted Merck for Mothers run a study to help develop a better value proposition.