The challenge of repositioning the market leader
Raisio Group is the Finnish multinational known for its cholesterol-lowering Benecol brand. Consumer marketing has been successful and there has been steady sales growth in new markets, but Raisio wanted to improve sales results with healthcare professionals.
Kaufmann Agency worked with Raisio to redesign Benecol’s global positioning, messaging and materials for HCPs in 2014. Research found that HCPs were able to talk to patients only in vague terms about the category – but not about specific products. A review of the existing Benecol clinical studies found over a hundred papers. While fascinating, the material was complex, scientific, product-centric and hard to recall.
Building a closer relationship with HCPs
The team took a holistic view in planning: How do HCPs see the benefits, how do they want to communicate with patients, what support materials are appropriate, what will the patient understand? Kaufmann built a new message hierarchy. It focused on sustaining long-term relationships with HCPs and related stakeholders.
Materials were redesigned to contemporary expectations. Kaufmann produced a toolkit, including a renewed online brand book, guidelines, benchmarks, content modules, image bank etc.
Simplified and unified messaging
Research found that the new Benecol elevator pitch gained great traction with HCPs. Physician-to-patient conversations became simplified and unified. More compact communications helped to protect the brand and helped HCPs recall accurate product information. The results also pleased senior executives, partners and distributors.
Benecol is licensed and distributed with partners around the world. Raisio has rolled out the deliverables from this project to over 20 countries.