The client approached us for help in promoting the health benefits of its functional foods to healthcare professionals, with the aim of generating recommendations to patients and, ultimately, stronger sales.
We refocused the client’s promotional strategy to include visits to medical professionals – offering these influential customers training and increasing their knowledge of the products. Initially our trial included just five representatives and the targeted general practitioners were very surprised to be getting calls about these functional foods. However, 13 years on, the project is still going strong.
Today, the project has a huge reach: 14,000 general practitioners, 5,000 pediatricians, 5,800 nurses and 4,000 specialists. There has been a 45% increase in recommendations from the healthcare professionals we visited and the company has been repositioned as offering functional foods in healthcare. Based on these results, a similar project for mineral water is also underway.
How this helped patients
We’ve equipped healthcare professionals to recommend our clients’ products to the patients most likely to feel the benefits. This offers patients a simple, non-medication based way to support their own health, either as an alternative or in addition to more medically based therapies.