PUBLIC RELATIONS HOLDSWORTH ASSOCIATES

Generating professional interest and consumer pull

Objective:

Holdsworth Associates was asked to launch a new product to the healthcare market. The food intolerance test was to be used by nutritional therapists and related healthcare professionals with their clients.

We devised and implemented a marketing communications campaign which create both a push and a pull – to create market awareness of the availability of the product, and then demand from customers.

Strategy:

We used a market research exercise to inform all nutritionists of the new product, and offer them a free trial.

The research also extracted valuable information about competing products, professional organisations, and attitudes to food intolerance testing.

Results:

Relationships were developed with nutritionists, which lead to excellent press coverage as well as orders for product. Contacts were made at many relevant professional organisations.

Broadcast coverage included: BBC Look East, Anglia TV, BBC Radio Cambridgeshire, Q103, and BBC Radio Suffolk – who did a test live on air with a nutritionist.

We targeted professional and trade media with an announcement about the business benefits of Food Detective and a pilot consumer campaign was launched in the East of England where a number of professionals were established users.

This generated immediate interest for the product.

©2015 Holdsworth Associates