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Fresenius Kabi steps up sales and marketing activities to take lead in enteral nutrition

Having recognized the growing demand for special nutritional products in Hong Kong, Fresenius Kabi engaged DKSH to help them establish a stronger market presence.

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Business Lines

OTC and Consumer Health

Services

Marketing and sales

Markets

Fresenius Kabi is a global healthcare company that specializes in lifesaving medicines and technologies for infusion, transfusion and clinical nutrition. For enteral nutrition, the client offers a broad portfolio of ready to use tube feeds, oral nutritional supplements as well as powder products for cancer patients, elderlies and those who need special nutritional requirements.

Fresenius Kabi steps up sales and marketing activities to take lead in enteral nutrition

Challenge

Our client, Fresenius Kabi, has its own medical sales and marketing team who reaches out to local hospitals and clinics in Hong Kong. However, they wanted to expand their trade markets and decided to work with a partner that was more familiar with the needs and demands of Hong Kong’s trade markets.

Approach

We provided our client with trade sales and marketing services for their enteral nutritional products including bringing in the right personnel. To drive trade demand, we initiated in-store promotions in pharmacies and provided the necessary training for pharmacists to recommend our client’s products to patients.

We helped developing an online channel in Hong Kong for the nutritional products so that they are more easily available and accessible to patients.

Result

Because of stronger trade sales and marketing services including timely promotions, our client’s products saw a three-fold increase in distribution coverage within two years after starting to work with us. Their enteral nutrition market in Hong Kong also grew by more than 2.5 times within the same period.

We've been working with DKSH for two years in Hong Kong and everything is on track and meets our expectations. We are happy with the service level and the team who are always pro-actively looking for new opportunities and delivering good performance for our enteral nutrition product line in Key Account & Open Trade Channels in Hong Kong.
Mandy Ma, Regional Director, NESEA, Fresenius Kabi

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