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Customer Focus Award

Finalist

Thick & Easy

Fresenius Kabi in association with Euro RSCG Life Medicom


Summary of work

The British Association of Parental and Enteral Nutrition (BAPEN) has reported that of the £13bn spent annually on disease-related malnutrition, only £89m of this is spent on prescribing specialist oral nutritional treatments. 

Most patients, carers, HCPs and managers remain unaware of the prevalence of malnutrition in the UK and so it continues to go unrecognised and untreated. Fewer still understand that swallowing difficulties (dysphagia) make up such a large proportion of those that are malnourished. Up to 74 per cent of nursing home residents suffer from dysphagia and 55 per cent of all elderly people with dysphagia are at risk of malnutrition. This is exacerbated by the poor interface between HCPs and relevant caterers who, as extended members of the multi-disciplinary teams (MDT) involved in nutritional care, often feel disassociated from their role in contributing to successful patient outcomes.

Fresenius Kabi felt that with the Thick & Easy brand, it should take the lead to shape the market and change the way nutritional care is viewed in healthcare catering. Thick & Easy competes with five other brands each offering a different philosophical approach. It has traditionally led the market and this success has resulted in two challenges; namely that the term Thick & Easy is used to describe all prescription food thickeners and the introduction of a newly formulated product, Nutilis, a gum-based thickener. 

To overcome these challenges, Fresenius Kabi developed a catering channel to differentiate the brand in a busy marketplace and increase unit sales. 

Judges comments

“Fresenius Kabi overcame challenges using interesting customer identification and handling.”