Increasingly, nutrition solutions are being developed to help treat or prevent diseases like diabetes, Alzheimer's, sarcopenia, HIV and obesity. Previously, drugs have been predominantly prescribed as the main treatment for these conditions. Nutrition solutions are therefore not yet perceived as an obvious supplement or alternative solution to treat or prevent diseases. Successfully marketing these products presents numerous challenges. In this webinar, Benoit will explain the market research considerations to take into account to successfully address the challenges of marketing consumer nutrition. For more information about our SKIM webinars, please visit http://www.skimgroup.com/webinars.

1. Share your thoughts online:
#SKIMwebinar
How market research can help you tackle the
challenges of marketing medical nutrition
Benoît Gouhier
Abigail Joffre
Project Director
Today’s webinar host
Consumer Health

2. SKIM | Consumer Health
OTC drugs
Infant and medical foods
Dietary supplements
Functional foods
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

3. Medical foods (medical nutrition) are foods that are
specially formulated and intended for the dietary
management of a disease that has distinctive nutritional
needs that cannot be met by normal diet alone.
3 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

4. How to effectively use market
research in a complex and
changing environment?
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5. Targeting both HCPs and consumers
Making your product relevant to your target audience
#1 Low
Differentiating from drugsof
awareness and foods/regular nutrition/healthy diet
medical foods
and its benefits
5 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

6. What is “it”?
An alternative or a
What makes it different complement to drug therapy?
from a regular diet and
from a drug?
Where can I find it?
Is it effective?
Does it have any
active ingredient?
Is it safe?
Is it reimbursed? Is it the same as
Why (not)? Benecol or Actimel?
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7. 7
7 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

8. Dysphagia
Osteoporosis
Metabolic syndrome
Impaired immune function
Depression
Fibromyalgia
Dementia
Is it really effective?
Arthritis
Diabetes Sarcopenia
Chronic Fatigue Syndrome
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9. Adopt a 2 step approach when testing a new product
concept
Awareness and
Perception of your
perception of medical
medical food concept
foods
9 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

10. To collect actionable insights: make sure you describe
your product in detail
Label claim
 Product status
Product form and  Ingredients
ingredients  Product form
 Taste
Mode of Action
Efficacy  Clinical trial, sample composition and sample size, clinical efficacy results
 Any observed side effects?
 Any contraindications?
Safety
 Any patients for which it is not recommended?
 Any (unwanted) interactions with other drugs observed?
Target group  Describe relevant patients types (e.g. medications currently used).
 Dose
Product usage  Regimen
 Product usage: meal replacer? Need to adapt current diet/activity level?
 Distribution channels?
Distribution channel and
 Reimbursement?
costs  Costs per unit / per week
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11. #2 Both HCPs
and consumers
are involved in
the decision
making process
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12. Find out what the decision making process is: who is an
influencer and who makes the final decision?
12 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

13. Replicate the real buying decision process when
assessing the potential of your product
Fictitious example
13 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

14. #3 Medical
foods are
competing with
various other
products and
categories
14
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15. Investigate what exactly you are up against
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16. Integrate the broader competitive field into your research
Available at the pharmacy Available at the supermarket
Fictitious example
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17. #4 Successful
medical foods
provide
multiple
benefits
Convenience
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

18. SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

19. Developing a winning communication to make
your product relevant to your target audience
SOLD!
Willing to pay
the price?
Overcome the
Not reached
doubts?
Product Like the
Not reached
introduction benefits?
Not reached
19 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

20. Triggers and Barriers
To understand communication’s impact on reach, we mimic a
conversation between the brand and the consumer
1 2 Determine which 3
Define which barriers benefits and
Identify which
prevent them from characteristics
characteristics trigger
using (more) a reassure them to the
them to use a product
product extent that the barrier
can be overcome
20 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

21. On our website: search
for “webinar effective
How to build a strong messaging? communication”
Promise value
Promise value Set yourself Be specific
apart
Be cautious
Be respectful
with jargon
Be positive
Winning communication
SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

22. To sum up
• Medical food is a complex and changing market  new
marketing challenges to marketers
• A specific market  requires a tailored market research approach
to collect accurate and actionable insights
22 SKIM Webinar “How market research can help you tackle the challenges of marketing medical nutrition”

23. Share your thoughts online:
#SKIMwebinar
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
Benoît Gouhier Abigail Joffre
b.gouhier@skimgroup.com a.joffre@skimgroup.com
+41 22 710 0190 +31 10 282 3559
@benoigo @SKIMgroup