BENECOL
Educating HCPs on the benefits of using plant stanols to lower cholesterol
THE CLIENT
Part of the Raisio Group, Benecol produce cholesterol-lowering food products through plant-based cholesterols such as plant stanols or sterols.
EDUCATING A SCIENTIFIC AUDIENCE
Benecol determined that their previous strategy was not effective in making HCPs recommend Benecol or plant-stanol-based products to patients with high levels of cholesterol. Benecol engaged Orientation Marketing to help create and execute a new communications strategy to reach and educate HCPs – in this case, doctors, nurses and dieticians – on the benefits of using Benecol’s products.
We were going to create a new ad campaign with new messaging, patient posters, tear sheets and a new MOA (Mechanism of Action) video, with the creative elements aligned with Benecol’s current consumer campaigns. A key difference was the messaging which needed to appeal to the scientific nature of HCPs, within three geographical regions.
CONCEPTING
To begin, we spent time understanding how we could connect the benefits of the Benecol product offering with the HCPs, specifically how it helps patients manage high cholesterol. We developed a range of new concepts to ensure the messaging was accurate as well as identifying new images and themes for the ad campaigns. As part of delivering the new communications campaign, we also liaised with appropriate HCP publishers within our network to ensure that the deliverables would resonate with the audience, as well as adhere to their specifications. Messaging also always had to be compliant with the guidelines set out by various regulations and medical communications rules within the various regions.
THE PHOTOSHOOT
A two-day photoshoot was organised to create the image-based content required for the adverts which would eventually develop into print and digital formats. Production for the shoot was arranged by Orientation Marketing, with the models sourced and shortlisted, in addition to the clothes/food stylist, hair and makeup and a photographer, that joined the furniture, props and Benecol products that complete the logistical elements of the shoot.
A video team were also on-set as part of the campaign included a video. Post-production comprised many iterations of photo editing with the marketing team at Benecol to ensure the images were up to the standard that we had envisioned for the ad campaign as well as for Benecol’s brand standards.
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“Orientation Marketing have worked with us on a range of projects, from developing our brand creative and design, creating a mode of action video which has been viewed by hundreds of healthcare professionals, to launching and managing our social channels. The team are extremely responsive and take real care in ensuring our deliverables are met on time and within budget.”
CREATIVE DESIGN
The creative process started well before the photoshoot. This involved considerable research to analyse how HCPs make decisions and to gauge their level of understanding of plant stanols as well as the likelihood for recommending such products to lower cholesterol. Once we were ready, the next step was to bring the concepts, messages and raw images to life.
We came up with five different ad concepts to create a series of targeted ads for the communications plan in both print and digital formats. Upon approval, we worked with our designer to create layouts for each ad, using the images from the shoot as well as the messaging - always circling back to the target audience and the primary objective of educating the benefits of using plant stanols.
OUTCOMES
HCPs digest information differently from business executives and consumers. They are unlike no other audience/target audience. Orientation Marketing was engaged to deliver this project due to our knowledge and focus on such a specific persona and we did so across the UK, Ireland and in Benecol’s native Finland (in a different language).
Other projects are now in production with Benecol, building on our initial HCP campaign. We have been asked to oversee other advertorials, such as a Christmas diet feature and Benecol’s 25-year anniversary advert also aimed at HCPs. In addition, other exciting projects include a voucher campaign for NHS staff offering free Benecol products, quarterly targeted email newsletters and a new MOA video to further engage with HCPs that make up some of the exciting work ahead in 2021.
