Building Credibility In Health

Roger PHILLIPS

Danone UK: Building Credibility In Health

Health credibility is

central to all

divisions

Medical Baby

Dairy Waters

Successful examples from each division in the UK

Building Credibility Is Crucial To Our Mission

“Bringing health through food to as many

people as possible”Our Mission

We know our products can fulfil this mission, but how can we

convince consumers of what we at Danone know to be true?

Being truthful just isn’t enough…

…we need to be credible.

Credibility is the key to consumers believing

the health benefits of our products

The Healthcare Environment Has Grown

Increasingly Challenging

1. More brands trying to claim a health

benefit

2. Plethora of “clinical data” and

“scientifically proven” messages

3. Difficult to decide what is real vs.

marketing speak

4. Significant media interest in health

5. Only products with reliable data and

independent expert stakeholder

support can thrive

Driving credibility is a

challenge and an opportunity

What Does Credibility Give You In

The Healthcare Space?

Be part of a solution, not a problem

Illustrate expertise and dedication to field

Alert drivers of the healthcare agenda to the value of Danone brands

Protect against potential issues through strong partnerships

Improve health and wellbeing of millions

Credibility allows you to ...

Illustrate to our staff the value they bring in their work for Danone

Factors Contributing To Health Credibility

Strong,

rigorous

data and

studies

An expert

sales force

Heritage / trust

Health

economic/

outcomes

evidence

Transparency

and openness

KOL

endorsement

Stakeholder

partnerships

A long-term

approachCredibility

Nutricia Is Best Placed To Drive Health

Credibility Across Danone

Long term experience and heritage in healthcare

Rigorous approach to data and product claims

Understand the needs of the medical community

Healthcare nutrition expertise and an educated sales force

Focused on stakeholder partnershipsand relationships

We know how to communicate the value of healthcare products

Life-changing brands

Nutricia Is Best Placed To Drive Health

Credibility Across Danone

Long term experience and heritage in healthcare

Rigorous approach to data and product claims

Understand the needs of the medical community

Healthcare nutrition expertise and an educated sales force

Focused on stakeholder partnershipsand relationships

We know how to communicate the value of healthcare products

Life-changing brands

RJ before RJ with 5 days Neocate

Danone: Building Health Credibility Across

Our Brands

Fighting

malnutrition

Reducing

hospital

acquired

infections

Championing

good hydration

Improving

baby and

toddler

nutrition

Our evidence-

based, partnership

approach to building

credibility has

proven results

Across Danone: Medical

Create a multi disciplinary alliance

lobbying for improved education and

guidance around the management of

malnutrition

Grow the market through increased

screening by HCPs

Contribute to government guidelines

Position our products as the solution

Our work has allowed us to

Danone: Building Health Credibility Across

Our Brands

Fighting

malnutrition

Reducing

hospital

acquired

infections

Championing

good hydration

Improving

baby and

toddler

nutrition

Our evidence-

based, partnership

approach to building

credibility has

proven results

Across Danone: Actimel

An independent study at Hammersmith

hospital showed Actimel reduced

diarrhoea by 50% and protected 100% of

patients against the bacteria C.difficile

The BMJ data shows Actimel performed

better than any other treatment

Hospitals can use Actimel to help sick and

recovering patients

Healthcare professionals recommend

Actimel to boost your immune system

What the Data showed our stakeholders and consumers

Danone: Building Health Credibility Across

Our Brands

Fighting

malnutrition

Reducing

hospital

acquired

infections

Championing

good hydration

Improving

baby and

toddler

nutrition

Our evidence-

based, partnership

approach to building

credibility has

proven results

Across Danone: Baby

Create an independent group improving

baby/toddler nutrition

through awareness and education

Demonstrate the reality of baby/toddler

nutrition in the UK

Identify the need for government-led

guidance on preschool nutrition

Illustrate how Danone baby products can

play a key part in a healthy balanced

baby/toddler diet

Our work has helped

Danone: Building Health Credibility Across

Our Brands

Fighting

malnutrition

Reducing

hospital

acquired

infections

Championing

good hydration

Improving

baby and

toddler

nutrition

Our evidence-

based, partnership

approach to building

credibility has

proven results

Across Danone: Water

Highlight the importance of water-based

hydration for the body to function

effectively

Explain that bottled water does not

replace tap water consumption

Demonstrate that water should be the

hydration fluid of choice

Re-educate the media on the role and

realities of bottled water – the healthiest

drink on the shelf

Our work is helping to

So What Do These Projects Have In Common?

Clear strategic vision to improve health

Driven by our people

Internal and external partnerships

Evidence-based

Long term commitment

Transparent

Underpin and differentiate our brands

In Summary

Healthcare information sources must be credible

Building healthcare credibility is crucial for all four divisions

High level expertise in building health credibility within Danone

The credibility achieved, relationships formed and partnerships developed have a direct impact on our consumers health and our company’s bottom line