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.
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