Finalist
Fresubin - seizing opportunities through adaptation
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
Judges’ comments
"This substantial campaign used a variety of materials and channels, and there is strong evidence of a change in behaviours."
