Addressing the needs of two different target groups

Medical nutrition companies must develop and market products to both healthcare professionals and consumers. Triggering both target groups is a challenge: while offering great health benefits is a pre-requisite, ensuring compliance is also crucial (by ensuring the product is pleasant-tasting and convenient to use).

Clinical relevance: a must

One of the most important things to get healthcare professionals and consumers to act is to convince them of the clinical or health benefits your product offers. However, these two target groups are convinced in very different ways: healthcare professionals require compelling data supporting nutritional product efficacy, while consumers mostly rely on their healthcare professionals for advice and must ultimately ‘experience’ the benefit of the product to continue its usage.

Healthcare professionals: support efficacy with the right clinical evidence

Healthcare professionals will often assess the clinical relevance of a medical nutrition product based on the same clinical endpoints as for drugs.

There are various reasons for this:

  • Clinical endpoints are the reference points that healthcare professionals are familiar with
  • Clinical endpoints help them understand when and how to best use the product
  • They are sometimes offered incentives for improved results on these endpoints
  • Any other clinical endpoints claimed may be irrelevant to healthcare professionals or difficult to judge, making any claims less credible

How to trigger healthcare professionals and consumers?

Contact us to find out how to best convince healthcare professionals and consumers. We can share our case study on our recommended approach to defining the right triggers to create desire for your product for both target groups.

The 4 other marketing challenges “How to market disease-specific medical nutrition?”…