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How Danone created an online probiotics hub

How Danone created an online probiotics hub

Brief

Danone was keen to produce a credible resource to engage and educate healthcare professionals (HCPs) on the health benefits of probiotics, and their role in health and well being.

Execution

HPCs are increasing users of probiotics in their daily practices and a key influencing group in educating patients about their benefits. Integrated agency GHMC was tasked with creating a new website to target this important group. The site, Probiotics In Practice (PIP), provides GPs, pharmacists, primary care nurses, dieticians and other specialists with access to up-to-date information and the latest clinical evidence on the benefits of probiotics. The site is supported by Danone-owned brands Activia and Actimel.

“Probiotics in Practice is designed to provide a comprehensive educational programme for HPCs, whilst engaging greater interaction with the brand long term and encouraging product recommendation,” says Samantha Godwin at GHMC.

The sections on the website cover an “Introduction to Probiotics”, “Probiotics and the Body’s Defences”, outlining how probiotics can support our immune systems, and “Probiotics and Digestive Health”, which looks at the role of probiotics in aiding digestive discomfort, including conditions such as irritable bowel syndrome.

There is also a “Knowledge Centre” that offers clinical advice and patient resources, expert video interviews, continuing professional development through online learning modules, and the ability to sign up for a probiotic training programme. There are also links to key industry events that would be of interest to healthcare professionals.

Results

The site went live in October 2010 and has received continuous traffic since, with over 1,300 visits in its first month. In addition to this, the educational resources and the latest scientific evidence also proved to be popular downloadable content, with over 100 pieces of literature downloaded in the first month.

Connie Hersch, director health affairs, Danone, said: “GHMC has created an innovative platform upon which to build a leading portal for HCPs to keep up-to-date with the latest information on probiotics. By implementing an integrated contact programme we aim to develop long lasting relationships with HCPs so the site can reflect their practice needs.”

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