skim webinar "winning communication strategy for health foods and clinical nutrition"
DESCRIPTION
What distinguishes a winning communication strategy from a losing one? More than 100 communication research studies across different industries have taught us the 6 golden rules for successful communication. Flip through this presentation to find out or read back what was presented in our webinar at January 19, 2012 by SKIM's experts Karin Lieshout and Benoit Gouhier. Learn what distinguishes a winning communication claim from a losing one.TRANSCRIPT
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
+31 10 282 3535
Benoît Gouhier
+31 10 282 3552
Margreet Hanemaaijer
+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.