part of global food company danone
TRANSCRIPT
Part of global food company DanoneBringing health through food to as many people as possible
50%
21%
22%
7%
€11,057 million+0.6 % like-for-like growth in 2015
No. 1 worldwide*
€4,768 million+7.1 % like-for-like growth in 2015
No. 3 worldwide***
€4,994 million+9.8 % like-for-like growth in 2015
No. 2 worldwide*
€1,593 million+7.5 % like-for-like growth in 2015
No. 1 in Europe**
All rankings are in value / * source: Nielsen / ** source: IMS Europe / *** source: Canadean
€22,412 million
Medical Nutrition
Early Life Nutrition
Waters
Fresh Dairy Products
We deliver evidence-based specialized nutrition for patients that meets the
needs of infants, young children, adults and older people
Our ambition is to establish advanced medical nutrition as an integral part of healthcare
Our business in brief
€1,593mlnSales in 2015
+7.5%Sales growth like-for-like FY 2015
Our biggest productbrands**
Fortimel(oral nutrition support)
Nutrison (tube feeding)
Neocate (cow’s milkallergy management)
*Top 3 countries in sales, FY 2015 ** Top 3 brands in net sales, FY 2015
Our largest markets*
• United Kingdom• China• Germany
Global R&D center employing over
experts in The Netherlands, and regional R&D locations in the Americas, Europe and Asia
Our expertise across the globe
Utrecht
with a sales presence in countries
people globally
5000
40
manufacturing plants(The Netherlands, UK, Germany, China and USA)5
200
Medical nutrition occupies a unique position
VITAMINS &SUPPLEMENTS PHARMACEUTICALSFOOD
Composition based on patient need
Evidence based
Oftenreimbursed
Medicallyendorsed orprescribed
MEDICALNUTRITION*
* Food for Special Medical Purposes (FSMP) in the EU
Used under medical supervision
How we workWe build, manage and mobilize our ecosystem for better patient care
Healthcare professionals
PatientAssociations,
Carers
Hospitals,
Care Homes.
Pharmacies
Government,
HealthAuthorities
Scientific KeyOpinion Leaders,
Research Institutes
Payers,
Insurers
NutriciaAdvanced
Medical Nutrition
Patients
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How it all started with Vendemore partnership
• We wanted to reach all key stakeholders within key hospitals in Sweden with one simple message:
Medical Nutrition is an important, integrated part of the treatment.
• Easy enough to understand, but how do we get the message out to the RIGHT people, without spending media money on everybody else? It’s a small target group, but one that is hard to reach for our sales force, as the stake holders don’t know the relevance of our product. Could we pave the way for the Sales force?
• In this initiative Medical, Marketing and Sales got together to create a multichannel campaign using Digital as lead.
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Maltichannel marketing approach
The initiative was divided into four key elements to ensure an Multichannel approach:
1. display campaign via IP-targeting to build awareness
2. E-mail marketing - Deep reads on Disease areas
3. Content Marketing - Native advertising on 3rd party websites as Doktorn.com
4. Offline Symposium - Meet up of 138 Healthcare Professionals
5. F2F visits ny Salesforce - Introducing Key studies, Guidelines & Solutions-
NEW NUTRICIA WEB PLATFORM [TO DRIVE ENGAGEMENT]
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IP-Targeting // Display campaign on Oncology & Woundcare
In order to be really efficient in our communications, we IP-targeted 11 of the biggest hospitals in Sweden. Simply put, If you were using the Internet from the Hospital’s network you would see our ads, otherwise you didn’t. We believed this would be a good way to reach the Health Care Personell and the Key Stake Holders of the hospitals.
Guess what? Turns out, we were right.
How to run IP targeting as an integrated approach
- 2 years experiences
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YEAR 1
5-OCT-18
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CONTENT JOURNEY – AT BANNERS
Message Landing page
1701 Med Nutrition http://www.nutricia.se/produkter/nutrition-foer-vuxna-och-aeldre/cubitan_brand?
1702 Onkology http://nutricia.se/produkter/nutrition-foer-vuxna-och-aeldre/medicinsk-nutrition-och-cancervard
24-Nov-17
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Media display ad placement & messaging
24-Nov-17ABM Report 15
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Campaig conclusions: YEAR 1
At the end of the campaign, we could see that we had increased the traffic from targeted accounts overall by 66%. That was well above our expectations of 20%. However, not only did the traffic increase, we also saw that it held a higher quality. Now, they spent more time on our site, and returned to it at various occasions.
Summarizing the campaign, we see that gathering competencies from different part of the organisation in a progressive way of Marketing, using Digital as the Engine, does not only lead to great results, but also brings understanding and knowledge transfer through out the organisation.
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YEAR 2
5-OCT-18
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Campaign overview
May: 15 visitors June: 167 visitors July: 173 visitors July: 290 visitors August: 407 visitors
Hypertargeting
IP-campaign
Print advertising
Newsletter May 29th
Sales activities
advertising
Article in Cancerläkaren
Top 4 most visit page
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Media display ad placement & messaging
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Q & A
5-OCT-18