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Enteral Nutrition Products Grow Market Despite Pandemic Challenges in Hong Kong

Fresenius Kabi’s range of enteral nutrition products kept up the growth momentum despite the challenges they faced during the COVID-19 pandemic in Hong Kong.

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Business Units

Healthcare

Business Lines

Pharmaceuticals

Services

Marketing and sales

Markets

Hong Kong

Fresenius Kabi is a global healthcare company that specializes in lifesaving medicines and technologies for infusion, transfusion, and clinical nutrition. Within clinical nutrition, it is one of the few companies worldwide to offer parenteral nutrition, enteral nutrition, nutrition pumps, and infusion disposables.

For enteral nutrition, they offer a broad portfolio of oral nutritional supplements as well as ready-to-use tube feeds to meet the unique nutritional and therapeutic needs of adults.

Enteral Nutrition Products Grows Market Despite Pandemic Challenges in Hong Kong

Challenge

The COVID-19 pandemic made it difficult for sales activities and cross-border interaction. As people stayed home, the number of product trade demonstrations dropped significantly and there were fewer opportunities for sampling and product trials.

Among the other key challenges faced by the product in retail stores include shelf-life and on-shelf stock replenishment.

Approach

By observing more consumers going online during the pandemic, we grabbed this opportunity by intensifying our client’s product exposure in HKTV mall (the largest online shopping mall in Hong Kong) through banner advertising, monthly sales promotions, and product sampling.

We added to the range of products by listing the new products and also increased the display visibility of the products. We successfully expanded SKUs listing and distribution points in key account channels. We also arranged product display and sampling activities to build brand awareness and initiate more product trials.

Result

Over the last four years, Fresenius Kabi and DKSH have built a strong partnership to drive the enteral nutrition business in the market. Sales increased by more than three and a half times at key accounts and pharmacy channels.

This campaign also helped our Hong Kong team win the DKSH’s Business Unit Healthcare Brand Planning and Execution Award 2020 in the pharmacy channel category.

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