skim webinar "winning communication strategy for health foods and clinical nutrition"

Winning communication strategy

for health foods and clinical nutrition

SKIM Webinar | January 19, 2012

Karin Lieshout

Managing Director

Benoît Gouhier

Senior Project Manager

Consumer Health

Margreet Hanemaaijer

Today’s webinar host

Dig into your customers’ mind to define what really triggers them

Who is your target?

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

At the Pharmacists…

Who is your target?

At the GPs…

5% would buy

Product X 40% are

interested in

Product X 5% would

recommend

Product X

25% would

recommend

Product X

75% would follow

their recommendations

20% would follow

their recommendations

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Sarcopenic

consumers

Sarcopenic consumers: who are they?

More and more knowledgeable

about health issues and

treatment possibilities

Low awareness of medical

nutrition and possibilities

Rely a lot on Healthcare

Professionals recommendations

Decreased mobility leads

to disability

Suffer from loss of skeletal muscle

mass and strength associated with

aging (~0.5-1% loss per year)

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

But do you really know who they are?

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Healthcare professionals: who are they?

Highly educated

Use medical language

terms

Low awareness of

medical nutrition and

possibilities

Natural hunger for new

knowledge and

developments in their field

Low attention on

“sarcopenia”

General

Practitioners

High social status

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

But do you really know who they are?

Looking across studies to determine the 6 Golden Rules of winning communication

How to communicate?

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #1

Imagine that you are communicating about a new product designed for sarcopenia

Which statement is more powerful?

1. Help 70+ patients maintain their muscle mass and strength,

improving patients independence and mobility

2. Help 70+ patients maintain their muscle mass and strength,

leading to decreased demand on healthcare services and

associated costs

3. A unique product, specifically designed for a better mobility

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #1

1. Help 70+ patients maintain their muscle mass and strength,

improving patients independence and mobility

2. Help 70+ patients maintain their muscle mass and strength,

leading to decreased demand on healthcare services and

associated costs

3. A unique product, specifically designed for a better mobility

Imagine that you are communicating about a new product designed for sarcopenia

Which statement is more powerful?

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #1: Promise value

• Communicate relevant and tangible statements - Avoid

fluffy, unsubstantiated statements

• Put the emphasis on patient benefits (rather than on

potential cost saving benefits)

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #2

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #2

Imagine that you are communicating about a new product designed for sarcopenia

Which statement is more powerful?

1. Provides 30% more protein than the protein level that can be

met exclusively with a healthy diet

2. Is more effective in increasing protein level than a healthy

diet

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #2

Imagine that you are communicating about a new product designed for sarcopenia

Which statement is more powerful?

1. Provides 30% more protein than the protein level that can be

met exclusively with a healthy diet

2. Is more effective in increasing protein level than a healthy

diet

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #2: Set yourself apart

• Carefully assess your competitive environment

• Explain the position of your products next to other therapies

• Show that you are better rather than simply saying it

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #3

Imagine that you are communicating about a new product for the management of type II diabetes

Which statement is more powerful?

1. Manage your diabetes with a blend of essential nutrients

2. Delay the progression of diabetes with a blend of essential

nutrients

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #3

Imagine that you are communicating about a new product for the management of type II diabetes

Which statement is more powerful?

1. Manage your diabetes with a blend of essential nutrients

2. Delay the progression of diabetes with a blend of essential

nutrients

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #3: Be specific

• Describe precisely what consumers and healthcare

professionals are going to get

• Both words and numbers can contribute in making

your communication specific

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #4

Imagine that you are communicating about the role of Leucine in maintaining muscle strength:

Which statement is more powerful?

1. Leucine plays an important role in maintaining a strong body

2. Leucine can promote muscle anabolism

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #4

Imagine that you are communicating about the role of Leucine in maintaining muscle strength:

Which statement is more powerful?

1. Leucine plays an important role in maintaining a strong body

2. Leucine can promote muscle anabolism

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

• Do not state the obvious to your target audience

• Always use the adequate language: use a medical

language when you talk to physicians

• Do not be condescending, presumptuous or offending

in any way

Golden rule #4: Be respectful

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #5

Imagine that you are communicating a new product designed to help maintain memory:

Which statement is more powerful?

1. Contains amino acids and DHA to help maintain memory

and is easy to use

2. Contains amino acids and DHA and is easy to use

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #5

Imagine that you are communicating a new product designed to help maintain memory:

Which statement is more powerful?

1. Contains amino acids and DHA to help maintain memory

and is easy to use

2. Contains amino acids and DHA and is easy to use

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

• Use words that are meaningful to consumers and

healthcare professionals

• Explain unclear terms and relate them to what they

mean for your target audience

?

Golden rule #5: Be cautious with the use of jargon

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #6

Imagine that you are communicating about a product designed to help maintain muscle strength:

Which statement is more powerful?

1. Help maintain muscle strength over time

2. Avoid losing muscle strength over time

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

Golden rule #6

Imagine that you are communicating about a product designed to help maintain muscle strength:

Which statement is more powerful?

1. Help maintain muscle strength over time

2. Avoid losing muscle strength over time

SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”

• Offer something positive instead of avoiding

something negative

• Avoid the really scary and negative terms,

and even if you have to mention a negative,

always try to give it a positive spin

Golden rule #6: Be Positive

Winning communication

Make sure you know who your target audience really is

Be respectful

Be positive

Be specific

Be cautious

with jargon

Set yourself

apart Promise value Promise value

Karin Lieshout

k.lieshout@skimgroup.com

+31 10 282 3535

Benoît Gouhier

b.gouhier@skimgroup.com

+31 10 282 3552

Margreet Hanemaaijer

m.hanemaaijer@skimgroup.com

+31 10 282 3514

Go to www.skimgroup.com/webinar-communication

for today’s presentation slides and more!

Find out about our next webinars at skimgroup.com/join-our-marketing-webinars.