Discover how to balance promotional tactics with brand health
Learn strategic alternatives to price discounting that drive growth during uncertainty.
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).
Published on Research and Results , our Healthcare Client Solutions Manager – Robert Dossin, shared how you best address the needs of two different target groups: the prescribers and the consumers.
Clinical relevance is a must
Major medical nutrition players used to focus on delivering medical nutrition for malnutrition (for example countering a lack of nutrients). As these products are covered by health services and insurers in most countries, medical nutrition marketers traditionally focus on healthcare professionals: the prescribers. Limited attention is paid to convincing end-consumers. With consumers as final purchase decision makers, it is crucial to understand their needs and perceptions and how to best convince them to purchase these products. Hence a new expertise is required: defining successful consumer marketing approaches.
