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


PMEA Awards 2020

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Havas Lynx Group

We are the Havas Lynx Group. Devoted to fresh thinking. Changing the way the world does healthcare communications for the...

Latest intelligence

EU health fund
An EU emergency health fund to limit the impact of future crises
Leading finance experts propose an Emergency Health Financing Facility to limit the impact of future crises on the EU...
Mistrust in medical research: a patient perspective
The recent development of several COVID-19 vaccines has placed medical research firmly in the spotlight, highlighting public confusion and misinformation about clinical trials. Patient advocate, Trishna Bharadia reveals what the...
Real-world evidence: breaking boundaries in rare disease
Generating data for drug launches is a challenging process. In rare diseases, with small patient populations and high unmet need, evidence generation is even more complex. Consultant Sarah Poole and...

Infographics