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.
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.
Distinct campaigns balanced clinical authority for GPs with emotive storytelling for Dieticians.
Direct mail, social, and professional media ensured precise, influencer-focused communication touchpoints.
Audience-specific messaging reignited professional endorsement, strengthening credibility and recommendation rates.
Integrated strategy elevated recognition, expanded market share, and rebuilt lasting community connections.
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. 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.
Our audience-specific strategies significantly amplified Fresubin’s® appeal among key influencers, reinvigorating their endorsement for the product. 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.
