Fresubin® 3.2 kcal by Fresenius Kabi is a top-tier nutritional supplement for individuals needing increased caloric and protein intake, such as post-surgery patients and the elderly.

This high-energy, high-protein drink aids recovery and improves health by providing essential nutrients. As a market leader in the ONS category, Fresubin® 3.2 kcal offers a convenient, nutrient-dense solution for increased dietary needs.

The Challenge

Despite its market superiority, Fresubin® 3.2 kcal from Fresenius Kabi lagged in sales behind competitors like Abbott and Nutricia due to their dominance in hospital sales, a critical distribution channel where Fresubin® was less present.

Our Approach

Recognising the untapped and still accessible potential beyond hospital walls, our agency conducted extensive market research identifying General Practitioners and Dieticians as critical influencers in the nutritional supplement domain. Understanding their distinct communication preferences was pivotal. Based on the research and insights GPs favoured direct, evidence-based messaging, whereas Dieticians resonated with emotional, patient-centric narratives.

Understanding our target audiences was pivotal.

The Solution

Leveraging these insights, we devised dual communication strategies: a robust, fact-driven “Powerhouse” campaign for GPs, and an emotive, quality-of-life-enhancing narrative for Dieticians, emphasising Fresubin’s® superior nutritional benefits and taste. We implemented a multifaceted campaign, encompassing:

• Targeted Direct Mail initiatives for GPs and Dieticians were designed to engage these key influencers directly, providing them with tailored information and resources.

• Dynamic social media campaigns fostering a supportive community, encouraging interaction and sharing recovery journeys.

To broaden the reach and deepen the impact, the campaign also included targeted advertisements and articles in professional magazines and websites dedicated to dietitians and GPs, places where these professionals seek the latest information and trends in their fields.

Outcome

Our audience-specific strategies significantly amplified Fresubin’s® appeal among key influencers, reinvigorating their endorsement for the product. This strategic repositioning propelled Fresenius Kabi to achieve:

• Enhanced brand recognition

• Notable market share growth, reigniting sales

• Stronger community bonds, with increased patient

Our approach provided an end-to-end strategic, creative, and marketing solution that significantly revitalised Fresubin®’s market position. This comprehensive approach underscored our commitment to delivering exceptional results, demonstrating our ability to harness creativity, leverage data-driven strategies, and apply an in-depth understanding of the market.