Nutricia Advanced Medical Nutrition had identified the lack of optimal nutritional intervention at an early stage as being a major obstacle to cancer treatment outcomes. Weight loss can occur, or worsen during cancer treatments (including chemotherapy). Early and routine screening increases the identification and treatment of malnutrition.
Fortisip Compact Protein is a high protein Oral Nutritional Supplement that delivers more energy and protein in a lower volume to improve patient’s compliance with nutrition treatment. It is available in three great flavours, and is small and easy to drink. The challenge is to educate HCPs and nurses about these key benefits of Fortisip CP, and the importance of diet during cancer treatment, ultimately recommending Fortisip Compact Protein.
We worked along side the Oncology Care team at Nutricia in developing this new category approach for Fortisip Compact Protein. We created a new campaign for Oncology Care with numerous pieces of collateral. These included a campaign CTA which was executed across HCP detail aids that contained clinical evidence and statistics on malnutrition during cancer treatments. As part of the campaign, we also produced recommendation pads and sample packaging for oncologists and nurses to hand out to patients after their treatment. A digital portal for online purchases was created as part of the Nutricia @ Home initiative. We provided the digital assets, patient brochures, conference stands and patient brochures.
The category approach was a success and Fortisip CP sales have increased since launch.