Webinar: How market research can help you tackle the challenges of marketing medical nutrition
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How market research can help you tackle the challenges of marketing medical nutrition Benoît Gouhier Project Director Consumer Health Abigail Joffre Today’s webinar host #SKIMwebinar Share your thoughts online:
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19-Oct-2014 -
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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 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.
Transcript of Webinar: How market research can help you tackle the challenges of marketing medical nutrition
How market research can help you tackle the
challenges of marketing medical nutrition
Benoît Gouhier
Project Director
Consumer Health
Abigail Joffre
Today’s webinar host
#SKIMwebinar
Share your thoughts online:
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
SKIM | Consumer Health
OTC drugs
Dietary supplements
Functional foods
Infant and medical 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.
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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?
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SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition” 5
Targeting both HCPs and consumers
Making your product relevant to your target audience
Differentiating from drugs and foods/regular nutrition/healthy diet
#1 Low
awareness of
medical foods
and its benefits
#1 Low
awareness of
medical foods
and its benefits
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
What is “it”?
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Is it the same as
Benecol or Actimel?
What makes it different
from a regular diet and
from a drug?
Is it effective?
Is it safe?
Does it have any
active ingredient?
Does it have any
active ingredient?
Is it reimbursed?
Why (not)?
complement to drug therapy?
An alternative or a
complement to drug therapy?
Where can I find it?
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
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SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition” 8
effective? Is it really effective?
Metabolic syndrome
Diabetes
Arthritis
Sarcopenia
Dysphagia
Depression
Chronic Fatigue Syndrome
Fibromyalgia Dementia
Osteoporosis
Impaired immune function
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
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Awareness and
perception of medical
foods
Perception of your
medical food concept
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
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Label claim
Product form and
ingredients
Product status
Ingredients
Product form
Taste
Mode of Action
Efficacy Clinical trial, sample composition and sample size, clinical efficacy results
Safety
Any observed side effects?
Any contraindications?
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).
Product usage
Dose
Regimen
Product usage: meal replacer? Need to adapt current diet/activity level?
Distribution channel and
costs
Distribution channels?
Reimbursement?
Costs per unit / per week
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#2 Both HCPs
and consumers
are involved in
the decision
making process
#2 Both HCPs
and consumers
are involved in
the decision
making process
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?
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SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition” 13
Replicate the real buying decision process when assessing the potential of your product
Fictitious example
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition” 14 14
#3 Medical
foods are
competing with
various other
products and
categories
#3 Medical
foods are
competing with
various other
products and
categories
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
Investigate what exactly you are up against
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SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
Integrate the broader competitive field into your research
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Available at the pharmacy Available at the supermarket
Fictitious example
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
#4 Successful
medical foods
provide
multiple
benefits
#4 Successful
medical 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
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Product introduction
Like the benefits?
Overcome the doubts?
Willing to pay the price?
SOLD!
Not reached
Not reached
Not reached
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 conversationconversation between the brand and the consumer
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Identify which
characteristics trigger
them to use a product
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Define which barriers
prevent them from
using (more) a
product
2 Determine which
benefits and
characteristics
reassure them to the
extent that the barrier
can be overcome
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SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”
Winning communication
Be respectful Be respectful Be respectful
Be positive
Be specific Be specific Be specific
Be cautious
with jargon
Set yourself
apart
Set yourself
apart
Set yourself
apart Promise value Promise value Promise value
How to build a strong messaging?
On our website: search
for “webinar effective
communication”
On our website: search
for “webinar effective
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 insights
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Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
Benoît Gouhier
+41 22 710 0190
@benoigo
Abigail Joffre
+31 10 282 3559
@SKIMgroup
#SKIMwebinar
Share your thoughts online:
