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expect great answers Henrike Reinhardt & Eva Kulla #SKIMspiration Share your thoughts online: ‘Overcoming the global-local challenge in communication’ Creative Lab
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
Eve Kulla
SKIM Project Director Consumer Health
+31-10 282 3542
