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Launching Fresubin 3.2kcal: The Ground-Breaking Oral Nutritional Supplement

by Fresenius Kabi Ltd

Summary of work

Fresubin 3.2kcal Drink represents true innovation within the Oral Nutritional Supplement market-place in both format and formulation. We were determined to do this breakthrough product justice, when we launched in 2018, through creating a powerful marketing strategy that spoke to our target customers in a unique way and reached them through a variety of relevant media channels. As a premium-priced product within the category it was critical that our sales team were energised and confident, so training and education featured heavily within the launch. We also used it as an opportunity to trial a new communication channel, telesales, as a way of increasing our national reach, over and above our on-the-ground sales team.

Judges' comments

Fresenius Kabi’s entry was a good admissions programme, there was clear evidence and the lessons learned were very insightful. It had strong patient outcomes, good execution and made appropriate use of multichannels. It had robust outcomes and was a successful commercial launch.


ALUNBRIG - by Takeda UK and Ireland with support from Rock Unlimited, part of Health Unlimited

Highly commended

Confidence BE Product Launch - by Salts Healthcare with support from The Foundry

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021