Building Credibility In Health. Roger PHILLIPS

Transcription

1 Building Credibility In Health Roger PHILLIPS

2 Danone UK: Building Credibility In Health Health credibility is central to all divisions Dairy Waters Successful examples from each division in the UK Medical Baby

3 Building Credibility Is Crucial To Our Mission Our Mission Bringing health through food to as many people as possible We know our products can fulfil this mission, but how can we convince consumers of what we at Danone know to be true? Being truthful just isn t enough we need to be credible. Credibility is the key to consumers believing the health benefits of our products

4 The Healthcare Environment Has Grown Increasingly Challenging 1. More brands trying to claim a health benefit 2. Plethora of clinical data and scientifically proven messages 3. Difficult to decide what is real vs. marketing speak 4. Significant media interest in health 5. Only products with reliable data and independent expert stakeholder support can thrive Driving credibility is a challenge and an opportunity

5 What Does Credibility Give You In The Healthcare Space? Credibility allows you to... Be part of a solution, not a problem Illustrate expertise and dedication to field Protect against potential issues through strong partnerships Alert drivers of the healthcare agenda to the value of Danone brands Improve health and wellbeing of millions Illustrate to our staff the value they bring in their work for Danone

6 Factors Contributing To Health Credibility KOL endorsement Strong, rigorous data and studies Health economic/ outcomes evidence Stakeholder partnerships Credibility A long-term approach Transparency and openness An expert sales force Heritage / trust

7 Nutricia Is Best Placed To Drive Health Credibility Across Danone Long term experience and heritage in healthcare Rigorous approach to data and product claims Understand the needs of the medical community Healthcare nutrition expertise and an educated sales force Focused on stakeholder partnerships and relationships We know how to communicate the value of healthcare products Life-changing brands

8 Nutricia Is Best Placed To Drive Health Credibility Across Danone Long term experience and heritage in healthcare Rigorous approach to data and product claims Understand the needs of the medical community Healthcare nutrition expertise and an educated sales force Focused on stakeholder partnerships and relationships We know how to communicate the value of healthcare products Life-changing brands RJ before RJ with 5 days Neocate

9 Danone: Building Health Credibility Across Our Brands Our evidencebased, partnership approach to building credibility has proven results Fighting malnutrition Improving baby and toddler nutrition Reducing hospital acquired infections Championing good hydration

10 Across Danone: Medical Our work has allowed us to Create a multi disciplinary alliance lobbying for improved education and guidance around the management of malnutrition Grow the market through increased screening by HCPs Contribute to government guidelines Position our products as the solution

11 Danone: Building Health Credibility Across Our Brands Our evidencebased, partnership approach to building credibility has proven results Fighting malnutrition Improving baby and toddler nutrition Reducing hospital acquired infections Championing good hydration

12 Across Danone: Actimel What the Data showed our stakeholders and consumers An independent study at Hammersmith hospital showed Actimel reduced diarrhoea by 50% and protected 100% of patients against the bacteria C.difficile The BMJ data shows Actimel performed better than any other treatment Hospitals can use Actimel to help sick and recovering patients Healthcare professionals recommend Actimel to boost your immune system

13 Danone: Building Health Credibility Across Our Brands Our evidencebased, partnership approach to building credibility has proven results Fighting malnutrition Improving baby and toddler nutrition Reducing hospital acquired infections Championing good hydration

14 Across Danone: Baby Our work has helped Create an independent group improving baby/toddler nutrition through awareness and education Demonstrate the reality of baby/toddler nutrition in the UK Identify the need for government-led guidance on preschool nutrition Illustrate how Danone baby products can play a key part in a healthy balanced baby/toddler diet

15 Danone: Building Health Credibility Across Our Brands Our evidencebased, partnership approach to building credibility has proven results Fighting malnutrition Improving baby and toddler nutrition Reducing hospital acquired infections Championing good hydration

16 Across Danone: Water Our work is helping to Highlight the importance of water-based hydration for the body to function effectively Explain that bottled water does not replace tap water consumption Demonstrate that water should be the hydration fluid of choice Re-educate the media on the role and realities of bottled water the healthiest drink on the shelf

17 So What Do These Projects Have In Common? Clear strategic vision to improve health Driven by our people Internal and external partnerships Evidence-based Long term commitment Transparent Underpin and differentiate our brands

18 In Summary Healthcare information sources must be credible Building healthcare credibility is crucial for all four divisions High level expertise in building health credibility within Danone The credibility achieved, relationships formed and partnerships developed have a direct impact on our consumers health and our company s bottom line