The Fresenius Kabi Parenteral Nutrition Team
Agency Partner: SFC Group
Fresenius Kabi Team:
Tracy Ruvolo, Director of Marketing
Bernice Giebelhaus, Marketing Manager
Marcia Rahman, Senior Marketing Manager
Photo above: left to right: Bernice Giebelhaus, Marcia Rahman, and Tracy Ruvolo.
Making a Splash in the PN Market
Despite being the U.S. market leader in lipid injectable emulsions, Fresenius Kabi had only ever promoted each of their three products individually (Omegaven, SMOFlipid, Kabiven). Customer awareness of the full portfolio was low to non-existent and very few knew that their products came from Fresenius Kabi.
To fortify their leadership position in the parenteral nutrition (PN) market, the team needed to raise awareness and increase market share of their entire portfolio and tie it back to the company. So they set out to reposition Fresenius Kabi’s PN products under a broader umbrella to take advantage of their market leadership and expand awareness of all of their products to all of their many target audiences.
As a pioneer in the use of fish oil and omega-3s in PN products, the team crafted a fish-themed campaign across the entire suite of marketing materials while underscoring the company’s legacy of industry-leading innovation—a strategy that put them heads (and tails) in front of the competition. And so, the “Innovations that Nourish” campaign was born.
The team brought everything under one roof with a new and comprehensive portfolio website supported by an aggressive SEM campaign and launch tactics to generate traffic to the site. In a short amount of time, they launched a campaign that spanned print, digital, and social media and supplemented it with numerous sales aids, an automated email marketing campaign, and industry conference “takeovers.”
They further hooked the attention of their key audiences by leveraging KOLs for educational programs that attracted a range of clinicians, including surgical specialists, critical care specialists, neonatologists, gastroenterologists, oncologists, pharmacists, and nutritionists. And they were able to shore up competitive positioning for their portfolio’s lead product (SMOFlipid) to anchor its position as a top choice in the market ahead of a potential threat from a competitor’s launch.
The results: 1,000% increased web traffic in the first five months, nine times higher engagement in professional education programs, and an increase of total revenue for 2020 by 19%—yielding the highest sales number for all U.S. PN portfolio products in the company’s history.