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Engaging with healthcare professionals

One of the leading mother and childcare brands worldwide, Philips Avent has over 30 years of experience in baby feeding. The introduction of new and innovative breast pumps and feeding bottles offered a perfect opportunity to launch a new communication strategy that engaged with healthcare professionals (HCPs).

AWARENESS, EDUCATION, ENDORSEMENT

Our extensive audit at the beginning of the project uncovered a simple but crucial gap. The efficacy of Philips Avent breast pumps was never in doubt and the brand’s evidence-based approach had gravitas. However, for the target audience of HCPs keen to encourage mums to breastfeed, knowledge and supportive educational materials are essential.

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We developed a modular campaign including professional print ads, advertorials and newsletters to build awareness and engagement with healthcare professionals. We also created a comprehensive toolkit providing educational assets including detail aids, demonstration kits, introduction to breastfeeding presenters, posters, factsheets and breastfeeding guides (both print and video). It prompted more markets to participate than in any previous campaign and provided them with a strategic platform to drive and encourage ongoing endorsement within the expert HCP community and ultimately the end consumer – mothers.

 

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“Working with Point 6 on the introduction of our Natural range to healthcare professionals has been a great experience. The challenge was quite tough but they managed to create a professional toolkit which has been used by ALL our local sales organizations and has been highly appreciated by them.”

Sandra van Espen – Senior Campaign Manager, Philips Avent

SUMMARY OF PROJECT

Develop a communication strategy to increase awareness of the brand, notably its championing of breastfeeding education – specifically supporting midwives’ goal to encourage mums to breastfeed longer.