Nutricia – Advanced Medical Nutrition
The challenge
You are a major global player in tube/sip-feeds for patients in hospital and care-homes. You’ve grown by acquisition and have many hundreds of products with different branding all around the world:
The market is hotting up, and as global healthcare budgets are squeezed, there is a threat to government re-imbursement of clinical nutrition, which some see as just ‘food’.
Meanwhile new markets are emerging where patients buy their own clinical nutrition, or patients’ family-members even mix-up “economy home brew” in a blender and pour it down the tube!
The HMT were called in by sister agency Design Bridge to help…
The HMT approach
Master brand: The first need was to renovate the master-brand identity, around a central theme supporting the genuine value of modern Nutricia clinical nutrition in improving patient outcomes:
We went to visit hospitals and care homes and saw the brand in-use.
We found a mish-mash of over 1400 products/brands and designs but a clear insight that it was the targeting of specific medical needs that made Nutricia products great: which led us to the Nutri-target: a clear marker of nutritional values across every product and brand.
Design Bridge evolved a more clinical look and feel for the brand, which cleverly ALSO learned from food categories to improve the sense of palatability, and encourage compliance (it doesn’t matter how good the liquid is if the patient will not even taste it):
Brand Architecture- because we needed to rebrand tens of subbrands and thousands of SKU’s worldwide, we used the HMT Stakeholder Model to develop a brand-architecture (the “Pillars system”) to balance the Clinical masterbrand with Benefit and Taste cues. Design Bridge produced rules and guiding principles for each pillar to make implementation efficient.
As the market in many countries is driven increasingly by consumer-choice, not just prescription, brands at one end of the spectrum need to talk to Doctors and at the other they must behave like consumer brands.
The Result:
A complete rationalisation (and massive reduction) in branding and a rallying call for how each sub-brand should behave, and how Nutricia should communicate.
With strategic input from HMT, Design Bridge went on to develop an entire brand world, from packs & printed communication, to office & exhibition signage and marketing collateral.
HMT have also have helped with consumer and HCP research, in the rebranding of Nutricia’s specialist metabolics portfolio and with concept-development for new territories and indications.
We are very proud of the change we have been part of within Nutricia and continue to learn with and from them at this specialised end of the nutrition market.
Download Design Bridge 4-step case study as .pdf