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SKIM Webinar "Winning communication strategy for health foods and clinical nutrition"

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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 …

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.

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  • 1. Winning communication strategy for health foods and clinical nutrition Benoît Gouhier Karin Lieshout Margreet Hanemaaijer Senior Project Manager Managing Director Today’s webinar host Consumer HealthSKIM Webinar | January 19, 2012
  • 2. Who is your target?Dig into your customers’ mind to definewhat really triggers them
  • 3. Who is your target? At the GPs… At the Pharmacists… 5% would buy40% are Product Xinterested in Product X 5% would 25% would recommend recommend Product X Product X 75% would follow 20% would follow their recommendations their recommendations SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 4. Sarcopenic consumers: who are they? Rely a lot on Healthcare Professionals recommendationsMore and more knowledgeable Suffer from loss of skeletal muscle about health issues and mass and strength associated with treatment possibilities aging (~0.5-1% loss per year) Sarcopenic consumers Low awareness of medical Decreased mobility leads nutrition and possibilities to disability SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 5. But do you really know who they are? SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 6. Healthcare professionals: who are they? High social status Highly educated Low awareness of Natural hunger for new medical nutrition and knowledge and possibilitiesdevelopments in their field General Practitioners Low attention on Use medical language “sarcopenia” terms SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 7. But do you really know who they are? SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 8. How to communicate?Looking across studies to determinethe 6 Golden Rules of winningcommunication
  • 9. Golden rule #1Imagine that you are communicating about a new product designed for sarcopeniaWhich 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”
  • 10. Golden rule #1Imagine that you are communicating about a new product designed for sarcopeniaWhich 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”
  • 11. 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”
  • 12. Golden rule #2 SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 13. Golden rule #2Imagine that you are communicating about a new product designed for sarcopeniaWhich 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”
  • 14. Golden rule #2Imagine that you are communicating about a new product designed for sarcopeniaWhich 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”
  • 15. 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”
  • 16. Golden rule #3Imagine that you are communicating about a new product for the management of type II diabetesWhich 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”
  • 17. Golden rule #3Imagine that you are communicating about a new product for the management of type II diabetesWhich 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”
  • 18. 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”
  • 19. Golden rule #4Imagine 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”
  • 20. Golden rule #4Imagine 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”
  • 21. Golden rule #4:Be respectful• 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 SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 22. Golden rule #5Imagine 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”
  • 23. Golden rule #5Imagine 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”
  • 24. Golden rule #5:Be cautious with the use of jargon• Use words that are meaningful to consumers and healthcare professionals• Explain unclear terms and relate them to what they ? mean for your target audience SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 25. Golden rule #6Imagine 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”
  • 26. Golden rule #6Imagine 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”
  • 27. Golden rule #6:Be Positive• 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 SKIM Webinar | January 19, 2012 “Winning communication strategy for health foods and clinical nutrition”
  • 28. Make sure you know who your target audience really isPromise valuePromise value Set yourself Be specific apart Be cautious Be respectful with jargon Be positive Winning communication
  • 29. Go to www.skimgroup.com/webinar-communication for today’s presentation slides and more! Karin Lieshout Benoît Gouhier Margreet Hanemaaijer k.lieshout@skimgroup.com b.gouhier@skimgroup.com m.hanemaaijer@skimgroup.com +31 10 282 3535 +31 10 282 3552 +31 10 282 3514Find out about our next webinars at skimgroup.com/join-our-marketing-webinars.