To educate healthcare professionals and mums about the benefits of Abidec’s Vitamin D drops and the importance of the supplement for babies. This campaign was timed to coincide with the publication of new government recommendations around Vitamin D supplementation for babies in Ireland. The aim of this campaign wasn’t about media coverage. It was about convincing the Food Safety Authority of Ireland (FSAI) to list Abidec in their advice and to healthcare professionals to recommend Abidec to new mums.
We identified experts and developed direct relationships with influencers in the HSE to raise their awareness of Abidec and in turn help us keep fully up to date on the HSE programme for Vitamin D. We secured a General Practitioner (GP) as a key spokesperson and developed leaflets and letters to educate GPs, public health nurses and pharmacists. We also leveraged our relationships with the medical/health media and stretched the budget to ensure we could communicate the brand message to consumers directly as well.
Our campaign resulted in Abidec being listed as an approved product on the FSAI Healthcare Professional Guidelines, which was a significant endorsement for the product. This campaign also received over 100 initial enquiries from healthcare professionals about the product and in the client’s words, ‘significant’ sales … thereby ensuring the long-term viability of the product.