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Got Milk Allergy?

Danone HCP

Strategy

Helping health care professionals to provide the nutrition all babies need

Idea

Present milk allergy product solutions in an engaging and interactive way

Got Milk Allergy?

Milk is a crucial element for a growing baby, though not all babies can tolerate its digestion.

In fact, cows’ milk protein allergy (sometimes referred to as CMPA) affects around 2–7.5% of infants. Danone is committed to working in collaboration with physicians to accommodate the crucial nutrition needs of all growing babies, including and especially those inflicted with CMPA.

The context

Milk allergy symptoms can be hard to pick up, even by healthcare professionals, but warning signs can include facial swelling, frequent vomiting, regurgitation, diarrhoea, constipation, eczema or respiratory problems like a chronic cough or runny nose.

Aptamil Pepti 1 is a food for special medical purposes for the dietary management of cows’ milk protein allergy and has been specifically developed for bottlefed babies. Aptamil Pepti 1 contains the same unique blend of GOS/FOS prebiotics as our other milks but it is an extensively hydrolysed formula, which means the cows’ milk protein has been broken down, making it easier for babies to tolerate and digest, whilst providing them with all the nutrition they need.

The challenge

Danone Ireland wanted to create a compelling and interactive way to collaborate with the healthcare professionals in identifying afflicted CMPA patients and helping to provide effective solutions. The sales representatives were previously using a paper-based powerpoint presentation and walking through this document during their sales calls. To further optimise their one on one engagement with HCPs, the Danone team felt there was an opportunity to further enhance overall interest and interaction with healthcare professionals during these crucial visits.

The solution

In response to this need, we collaborated with the Danone Ireland team to create an eDetail to ultimately tell the Aptamil Pepti 1 product story and help healthcare professionals understand the benefits of treatment with Aptamil Pepti 1. As part of our seamless collaboration with Danone, we had the opportunity to work directly with the sales representative who will ultimately be presenting the eDetail in the field to the healthcare professional community. Working directly with the end user in this way allowed us to gain immediate user insights into the overall sales script and craft our story accordingly.

In terms of our creative solution, Clickworks utilised the shield from the brand packaging to illustrate the protective quality of the formula and provide a direct link to the Aptamil Pepti 1 brand. We used images of happy, although slightly allergy-inflicted, babies to ensure the patient is kept top of mind throughout the discussion. From a navigation perspective, we included effective cross-linking to key content, ensured overall ease of use, and utilised simple navigational cues to allow for enhanced sales rep access to full eDetail content.

The results

The eDetail launched to overwhelming success among the Danone Ireland team last month. Since that time, the sales rep team have been using the eDetail during sales calls. The feedback from health care professionals has been very positive and the team is very pleased overall with the results.

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