How do we clearly and succinctly distinguish our formula from our competitors?
Mead Johnson, a leading innovator in infant nutrition, had not been able to distinguish its formula, Nutramigen, from its competitors. With the ability to curb allergic reactions to cow's milk, Nutramigen had many benefits that differentiated the brand, but the science was too complex and sales rep access to doctors was too limited to effectively get the message across. At the time, the Nutramigen story was only being told by sales reps through a print leave behind and their "getting back to milk sooner" message was showing age after 4 years.
A short, enduring video with 3D medical animation was developed to quickly educate healthcare professionals on cow's milk allergy, the progression of additional allergic diseases, and the short-term and long-term benefits of Nutramigen. Highlighting the formula's unique mechanism of action and the only product of its kind with a probiotic, helped to convince healthcare professionals that Nutramigen is more effective for their patients than the competitor formula.
The video animation was initially on display at ESPGHAN, the European Society for Paediatric Gastroenterology, Hepatology, and Nutrition Annual Meeting. It's currently hosted on Mead Johnson's healthcare resource Web site as an educational piece and has been enthusiastically embraced by sales representatives as a means to create new interest and dialogue with pediatricians and pediatric gastroenterologists.