Webinar: How market research can help you tackle the challenges of marketing medical nutrition
 

Webinar: How market research can help you tackle the challenges of marketing medical nutrition

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Increasingly, nutrition solutions are being developed to help treat or prevent diseases like diabetes, Alzheimer's, sarcopenia, HIV and obesity. Previously, drugs have been predominantly prescribed as ...

Increasingly, nutrition solutions are being developed to help treat or prevent diseases like diabetes, Alzheimer's, sarcopenia, HIV and obesity. Previously, drugs have been predominantly prescribed as the main treatment for these conditions. Nutrition solutions are therefore not yet perceived as an obvious supplement or alternative solution to treat or prevent diseases. Successfully marketing these products presents numerous challenges. In this webinar, Benoit will explain the market research considerations to take into account to successfully address the challenges of marketing consumer nutrition.

For more information about our SKIM webinars, please visit http://www.skimgroup.com/webinars.

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Webinar: How market research can help you tackle the challenges of marketing medical nutrition Webinar: How market research can help you tackle the challenges of marketing medical nutrition Presentation Transcript

  • Share your thoughts online: #SKIMwebinar How market research can help you tackle the challenges of marketing medical nutritionBenoît Gouhier Abigail JoffreProject Director Today’s webinar hostConsumer Health
  • SKIM | Consumer Health OTC drugs Infant and medical foods Dietary supplements Functional foods SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Medical foods (medical nutrition) are foods that are specially formulated and intended for the dietary management of a disease that has distinctive nutritional needs that cannot be met by normal diet alone.3 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • How to effectively use market research in a complex and changing environment?4 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Targeting both HCPs and consumers Making your product relevant to your target audience #1 Low Differentiating from drugsof awareness and foods/regular nutrition/healthy diet medical foods and its benefits5 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • What is “it”? An alternative or a What makes it different complement to drug therapy? from a regular diet and from a drug? Where can I find it? Is it effective? Does it have any active ingredient? Is it safe? Is it reimbursed? Is it the same as Why (not)? Benecol or Actimel?6 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • 77 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Dysphagia Osteoporosis Metabolic syndrome Impaired immune function Depression Fibromyalgia Dementia Is it really effective? Arthritis Diabetes Sarcopenia Chronic Fatigue Syndrome8 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Adopt a 2 step approach when testing a new product concept Awareness and Perception of your perception of medical medical food concept foods9 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • To collect actionable insights: make sure you describe your product in detail Label claim  Product status Product form and  Ingredients ingredients  Product form  Taste Mode of Action Efficacy  Clinical trial, sample composition and sample size, clinical efficacy results  Any observed side effects?  Any contraindications? Safety  Any patients for which it is not recommended?  Any (unwanted) interactions with other drugs observed? Target group  Describe relevant patients types (e.g. medications currently used).  Dose Product usage  Regimen  Product usage: meal replacer? Need to adapt current diet/activity level?  Distribution channels? Distribution channel and  Reimbursement? costs  Costs per unit / per week10 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • #2 Both HCPs and consumers are involved in the decision making process11 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Find out what the decision making process is: who is an influencer and who makes the final decision?12 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Replicate the real buying decision process when assessing the potential of your product Fictitious example13 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • #3 Medical foods are competing with various other products and categories1414 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Investigate what exactly you are up against15 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Integrate the broader competitive field into your research Available at the pharmacy Available at the supermarket Fictitious example16 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • #4 Successfulmedical foods provide multiple benefits Convenience SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Developing a winning communication to make your product relevant to your target audience SOLD! Willing to pay the price? Overcome the Not reached doubts? Product Like the Not reached introduction benefits? Not reached19 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Triggers and Barriers To understand communication’s impact on reach, we mimic a conversation between the brand and the consumer 1 2 Determine which 3 Define which barriers benefits and Identify which prevent them from characteristics characteristics trigger using (more) a reassure them to the them to use a product product extent that the barrier can be overcome20 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • On our website: search for “webinar effectiveHow to build a strong messaging? communication” Promise value Promise value Set yourself Be specific apart Be cautious Be respectful with jargon Be positive Winning communication SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • To sum up • Medical food is a complex and changing market  new marketing challenges to marketers • A specific market  requires a tailored market research approach to collect accurate and actionable insights22 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
  • Share your thoughts online: #SKIMwebinar Go to www.skimgroup.com/webinars for today’s presentation slides and more! Benoît Gouhier Abigail Joffre b.gouhier@skimgroup.com a.joffre@skimgroup.com +41 22 710 0190 +31 10 282 3559 @benoigo @SKIMgroup