Please login to the form below

Not currently logged in
Email:
Password:

LionsDen Communications Award for Excellence in Payer and Policymaker Engagement

Sponsored by

Finalist

Fresubin - seizing opportunities through adaptation

Fresenius Kabi in association with Havas Life Medicom


Summary of work

Rarely does a client marketing team and partner agency get the opportunity to evolve a campaign in real-time alongside a shifting healthcare agenda – changes in the demands put upon nutrition within healthcare created one such unique opportunity.

Historically, Fresenius Kabi’s (FK’s) enteral nutrition presence was stifled by the established dominance of Nutricia and Abbott. However, in 2008 FK saw an opportunity to move away from pure product promotion, which dominated the market, when the Department of Health (DH) launched an initiative to raise the profile of good nutritional care. 

Research showed that oral nutritional supplements (ONS) had little differentiation; consequently, FK set itself apart by positioning its range of ONS as an ethical and caring solution, better supporting healthcare providers (HCPs). 

Over the next two to three years a progressive shift in the NHS and the DH’s agenda towards appropriate and efficient care raised the priority of malnutrition further and by 2010, ONS were deemed as a burden economically. 

A realignment of existing values allowed for communication with a new joint audience of HCPs and payers, strengthening FK’s position as a partner in nutritional care. Over three years these activities increased market share in the declining ONS market from 6 per cent to 10 per cent.

 

 

Executive summary as submitted


COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Empowering Strategic Performance Ltd

OUR GOAL: To help clients Metamorph™ Science into Action that changes healthcare to improve the lives of patients. Empowering Strategic...

Latest intelligence

JulAug cover image
The Chronicles of Pharma: a creative review of pharma’s journey to omnichannel
Chris Ross conducts a literary-inspired review of pharma’s pursuit of communications excellence...
The key to psoriasis innovation? Dispelling the shadow of the JAK inhibitor
Powerful therapies that can improve skin clarity dominate the psoriasis landscape, so why are most patients stuck in a cycle of ineffective topicals? Fishawack Health explores the market and reveals...
Virtual Speaker Program: A Customer Story
Learn how we helped our client develop a virtual speaker program and roll out a series of regional peer-to-peer education sessions....