On October 13, 2011 our consumer health experts presented at the international Healthy ageing conference in Amsterdam. In this presentation we discussed the golden rules for developing a winning communication strategy towards consumers and healthcare professionals. We gladly share a snapshot of our presentation as well as the key learnings of our session.

Developing a winning communication strategy for medical nutrition

Our consumer health experts Karin Lieshout and Benoît Gouhier shared 'golden' rules about how to best communicate to consumers and healthcare professionals, using examples of what messages work and what messages do not work. These learnings are based on our extensive experience in claims, concepts and detail aid testing in the medical nutrition area.

View a snapshot of two of our golden rules presented below or download the full presentation to learn about our communication rules!

Golden rules of healthy product communication

Prior to the conference, we invited all attendees to participate to our survey and indicate which product messages they thought to be most powerful in convincing consumers and healthcare professionals. Many participants succeeded in picking out the most powerful product messages.

However, we know from experience that in reality these winning claims are NOT always selected. When marketers, communication managers and product developers are marketing their products, there is so much to take into account (from legal restrictions to company policies, etc) that these essential communication rules are often not applied. It certainly is not as easy as it might appear...

Want to know how more? Read our article about claims in consumer health and our communication research approach or contact us!