Merck Healthcare Korea announced on Monday the launch of its "Plan F" campaign, aimed at helping women in their 20s and 30s better understand their reproductive health and fertility in advance, and proactively prepare for future life decisions.
According to Merck Healthcare, the campaign name Plan F reflects three key pillars — Future, Fertility, and First — that emphasize the importance of early awareness and preparation. Through this initiative, Merck seeks to raise awareness of proactive fertility management before pregnancy and empower individuals to make more informed, personalized decisions aligned with their life stages and circumstances.
As the age of first marriage and childbirth continues to rise, interest in women’s reproductive health and fertility is also increasing. It is widely known that ovarian function and the likelihood of pregnancy may begin to decline after the age of 35.2
In response, the Korean government has expanded support for fertility testing for women aged 20 to 49, regardless of marital status.3 Despite this progress, there remains a lack of understanding about when and how individuals should assess their reproductive health. Although fertility is a lifelong health consideration -- not limited to the period of pregnancy planning -- psychological and social barriers still hinder proactive action.
As part of its "Plan F" campaign to raise awareness about reproductive health and fertility in advance, and proactively prepare for future life decisions, Merck Healthcare Korea operated an interactive Plan F booth for women in their 20s and 30s at the 2026 Wanderlust Korea festival held on Saturday and Sunday. (Courtesy of Merck Healthcare Korea)
Through the Plan F campaign, Merck Healthcare Korea will conduct a survey of women in their 30s to better understand awareness levels, information gaps, and challenges in decision-making regarding reproductive health and fertility. Based on the findings, the company plans to propose actionable solutions.
In addition, through various offline programs, such as Wanderlust Korea, Merck will offer experiential opportunities that enable women and general participants to explore reproductive health and fertility in a more approachable and comfortable way.
As part of these efforts, Merck operated an interactive Plan F booth during the 2026 Wanderlust Korea festival held on Saturday and Sunday. Participants engaged in true-false quizzes and a guided Plan F journey, enabling them to naturally learn and clarify misunderstood concepts about menstrual cycles, hormones, and ovarian function.
The program also introduced a range of future-oriented options, including AMH (anti-Müllerian hormone) testing and fertility preservation methods such as egg freezing. Participants explored scenarios where fertility preservation may be necessary -- such as cancer treatment or conditions that may impact ovarian function -- and were encouraged to design their own personalized Plan F.
Notably, the experience was structured to connect participants with practical resources, including government-supported fertility testing programs, fertility preservation initiatives, and infertility support policies, thereby encouraging not only awareness but also actionable next steps.
Lee Na-yoon, a resident of Incheon who visited the booth, said, “As I entered my mid-30s, I became more interested in reproductive health, but I didn’t know where to begin. Through this event, I was able to gain a lot of useful information.” She added, “In particular, I learned about egg freezing and AMH testing for the first time, and I am now considering getting tested myself.”
Christoph Hamann, general manager of Merck Healthcare Korea, said, “Through our global initiative, Fertility Counts, Merck has been actively promoting public awareness and dialogue to address infertility and declining birth rates. We have been collaborating with a variety of stakeholders, including the Family-Friendly Future Forum of ECCK, patient advocacy groups, government, and academia. With the ‘Plan F’ campaign, we are expanding the conversation beyond pregnancy and treatment to include earlier stages of reproductive health awareness. As a leader in fertility, we will continue our efforts to improve awareness and enhance access to useful information.”
Lee Jae-ho, director of Maria Fertility Hospital in Ilsan, Gyeonggi Province, commented, “Reproductive health and fertility should not be considered only at the time of planning pregnancy. It is important to understand and prepare for one’s reproductive health throughout the life cycle. As support systems and information -- such as fertility testing programs -- continue to expand, there is a growing need for a shift in awareness toward earlier engagement and proactive assessment.”
Lee Han-soo
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