Enteral Nutrition Products Grow 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.