skimspiration2012: creative lab | nutricia case study

expect great answers

Henrike Reinhardt & Eva Kulla

#SKIMspiration

Share your thoughts online:

‘Overcoming the global-local challenge in communication’

Creative Lab

What are you going to hear ?

Global vs local – the challenge

The Nutricia case study

Creative Lab

The year after – results

Why it was worth it

Concept Develop

ment

Insight Generation

Insight reporting

Concept Refinement

Concept Testing

Launch Global

Campaign

Launch Local

Campaign

Global

Marketing Global

Marketing

Global

Marketing

Global

Marketing

Global

Marketing

Creative

Agency

Creative

Agency

Local

Marketing

Local

Marketing

Market

Research

Agency

Market

Research

Agency

Market

Research

Agency

Conventional approach to concept / communication development and testing

Key to success is to “uncover just the

right balance between local

relevance and global leverage”

Swaan Arons, Marc de & Driest, Frank van den. (2012).

The Global brand CEO. Building the ultimate marketing machine. New York: Airstream.

Global: • to look for strategic

insights • to move overall category

perception to a higher level

• to uncover full potential

Local: • to develop and

implement concrete communication campaign

• to boost core product

The global-local challenge at Nutricia

The Nutricia case study

Business challenge:

Sales potential of Nutricia’s medical nutrition portfolio

not fully reached amongst key target group of GPs

Different barriers to prescribe category

assumed

USPs of core product range might offer

potential for leverage

Results to serve global strategic

and local executive

needs

Germany as pilot market

5 different communication

routes (concepts) to test amongst

GPs

The Nutricia case study

The approach:

Creative Lab

‘The sky is the limit when we work together’

Why Creative Lab? Iterative approach

•Evaluate and improve material on the go •Don’t waste time and money on bad concepts

Ensure buy-in off all parties

• Create synergy and touchpoints

• Create involvement, avoid conflicts

Short turn around time

• Combine forces, access to input of multidisciplinary team

• No delay due to usual reporting / approval procedures

Creative lab

Workshop

(client & SKIM)

to discuss, amend

and refine concepts

Focus group 1: Non- and low

prescribers of category

Focus group 2:

Frequent prescribers

of category

Day 1 Day 2 Day 3

Refinement

session

Focus group 3: Non- and low

prescribers of category

Focus group 4:

Frequent prescribers

of category

Setup – focus groups and interactive workshops

Refinement

session

• Each focus group with n=5 GPs and a duration of 90mins

Cross-functional work team Nutricia - global Marketing:

Category director & Marketing manager

Global Market Knowledge manager

Nutricia German CBU: Marketing & Brand

manager

Market Knowledge Manager, Germany

Medical Marketing Manager, Germany

EURO RSCG – communication agency

SKIM – market research

agency

Aligning on conceptual test material

In… (this situation) you’re faced with… (the dilemma pertaining to conflicting needs

and goals). This… (solution) helps to achieve… (functional benefit focusing on a

relevance). That’s because the solution has/is… (RtB). This is valuable because…

(emotional benefit focusing on higher-level desire). This product is unique because it

is the only one to achieve… (discriminator).

Common underlying concept structure

Insight

Solution

Benefits

RTBs

Discriminator

Insight

Solution

Benefits

RTBs

Discriminator

Concept starts with a benefit

(less weight loss) right away

No dilemma, “what is the problem GPs

can solve with the help of product X?”

No real insight, very

unemotional

RtBs missing, misunderstood

Less weight loss to improve treatment outcome:

Early nutritional intervention prevents weight loss at patients during their treatment. An additional weight ‚buffer‘ however is difficult to reach through a normal diet.

…

• A bottle contains 50 ml with 10 g protein, 250 kcal, especially developed to drive compliance

• 2 bottles per day parallel to the treatment.

Examples of concept weaknesses

Not clear, needs more explanation

Creative Lab - Conclusions

Immediate implementation of learnings

Collaboration & dynamic behind the mirror

‘The winning concept is our baby!’

The year after

Did it work in practice?

E-DETAILING

FACE-TO-FACE DETAILING

NEWSLETTERS

CONGRESSES

MAILINGS

NETWORK MEETINGS

PRINT MEDIA

ONLINE BANNERS

Local multi-touchpoint campaign

E-detailing campaign

Did you hear the bell?

Start training

E-detailing campaign

http://youtu.be/AsIJj_NyEgs

E-detailing campaign

Source: Springer, e-detailing statistics

+18%

+2.0pp

+25%

+31%

Product value sales

More participants

than expected

Product market

share

Unaided product

awareness

Local success = Global success

Sources: Springer e-detailing statistics, Nielsen sales tracking, Nutricia sales data, all 2012

"The insight driven findings from the Lab and its successful implementation in Germany were the foundation of an improved approach to globally communicate to our target groups and inspired the way of working in the central marketing team."

Why it was worth it?

Frederiek Ysebaert, Global Category Director:

This is the END of our presentation…

…BUT Nutricia’s

journey will continue!

Thank You! Henrike Reinhardt

Eva Kulla

#SKIMspiration

Share your thoughts online:

contact us or follow us online!

Henrike Reinhardt

Global Market Knowledge Manager Nutricia

Henrike.reinhardt@nutricia.com

Eve Kulla

SKIM Project Director Consumer Health

e.kulla@skimgroup.com

+31-10 282 3542