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Creative Lab
‘Overcoming the global-local challenge in communication’

Henrike Reinhardt & Eva Kulla Share your thoughts online:

#SKIMspiration
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

 Conventional approach to concept /
communication development and testing
Concept Launch Launch
Insight Insight Concept Concept
Develop Global Local
ment Generation reporting Refinement Testing Campaign Campaign

Global Global Global Global Global

Marketing Marketing Marketing Marketing Marketing

Creative Creative
Agency Agency

Local Local
Marketing Marketing

Market Market Market

Research Research Research
Agency Agency Agency
 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.
 The global-local challenge at Nutricia

Global: Local:
• to look for strategic • to develop and
insights implement concrete
• to move overall category communication
perception to a higher campaign
level • to boost core product
• to uncover full potential
 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 USPs of core product

to prescribe category range might offer
assumed potential for leverage
 The Nutricia case study

5 different Results to serve

communication Germany
global strategic as pilot market
routes (concepts) and
to test amongst local executive
GPs needs
 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
 Setup – focus groups and interactive workshops
Day 1 Day 2 Day 3
Focus group 1: Creative lab Focus group 3:
Non- and low Non- and low
prescribers of category Workshop prescribers of category
(client & SKIM)
Refinement to discuss, amend Refinement
session and refine concepts session

Focus group 2: Focus group 4:

Frequent prescribers Frequent prescribers
of category of category

• Each focus group with n=5 GPs and a duration of 90mins

 Cross-functional work team
Nutricia - global Marketing:
Category director & Marketing
manager

SKIM – Global Market

market research Knowledge manager
agency

Nutricia German CBU:

EURO RSCG – Marketing & Brand
communication agency manager

Medical Marketing Market Knowledge

Manager, Germany Manager, Germany
Aligning on conceptual test material
Common underlying concept structure
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).

Insight
Solution
Benefits
RTBs
Discriminator
 Examples of concept weaknesses
No real insight, very
Insight
unemotional
Solution No dilemma, “what is the problem GPs
can solve with the help of product X?”
Concept starts with a benefit
Benefits (less weight loss) right away
RTBs RtBs missing, misunderstood
Discriminator Not clear, needs more explanation
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.
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?
Local multi-touchpoint campaign

CONGRESSES
NEWSLETTERS PRINT MEDIA
E-DETAILING
MAILINGS ONLINE BANNERS
FACE-TO-FACE DETAILING
NETWORK MEETINGS
 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

 Local success = Global success
Unaided Product
product market
awareness +18% share
+2.0pp

+31% +25%
More
Product
participants
value sales
than expected
Sources: Springer e-detailing statistics, Nielsen sales tracking, Nutricia sales data, all 2012
 Why it was worth it?
Frederiek Ysebaert, Global Category Director:
"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."
 This is the END
of our presentation… Thank You!
Henrike Reinhardt
…BUT Nutricia’s
journey will continue! Eva Kulla
 contact us or follow us online!

Henrike Reinhardt Eve Kulla

Global Market Knowledge Manager Nutricia SKIM Project Director Consumer Health
Henrike.reinhardt@nutricia.com e.kulla@skimgroup.com
+31-10 282 3542

Share your thoughts online:

#SKIMspiration