CASE STUDY: ADULT NUTRITION – VIETNAM

See How We Helped a Consumer Health Company Generate Mass Awareness and Qualified Leads for their Adult Nutrition Brand

Challenge

Background:

  • Low category penetration; increasing diabetes rate
  • Increased competition
  • Patients do not see the value of nutritional supplement as part of their diabetes treatment/management regimen

Business goals:

  • Recruit new audiences by providing relevant/insightful content
  • Increase sales conversion rate

Insight

  • Vietnamese Seniors don’t use milk in general and milk products for diabetes patients are not a common solution
  • Role of nutrition in diabetes is not well established. Patients and their caregivers follow HCP’s recommendations (drug treatment focus)

Strategy

  • Digital awareness campaign providing content to cover two main audiences: T2 Diabetes and GDM, breakdown by stages of funnel and various formats
  • Lead generation full journey (Acquisition, Retargeting and Conversion) by different touchpoints (on and off website) and diverse branded and unbranded lead hooks (quiz, competition, nutrition plan e-book, diabetes newsletter/community)

Solution

  • Captured target audiences’ interest by offering nutritional meal plans via free handbook and sampling for patients and caregivers
  • Generated awareness through full funnel content plan
    • Category sponsorship of Hello Bacsi Diabetes Health Centre
    • Development of new SEO-optimised articles to push key messages
    • Performance marketing content to drive acquisition

Results

  • Over 25,000 leads captured (103% of KPI)
  • 6m unique audience reach over 6mths
  • Innovative content formats including Live Chats

We are Consumer & Patient Engagement Experts

We partner our clients with innovative solutions to their digital marketing challenges, by connecting them to our highly engaged audience at critical moments of care throughout their health & wellness journey, to drive audience engagement, participation and conversion.

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