Case Study - Consumer health education - Benefiber

With Australia’s aging population becoming more health conscious and the role of dietary fibre misunderstood by many, the market was right to re-launch Benefiber, a soluble fibre product from Novartis Consumer Health.

Porter Novelli developed an integrated campaign to educate consumers about Benefiber, and the role of fibre for optimum digestive health. Porter Novelli also worked to highlight Benefiber’s USPs, to differentiate it from major competitors.

With respected dietitian Geraldine Georgeou on board as a spokesperson, Porter Novelli organised informative media briefings with 18 key media on the day of re-launch. This resulted in informed, positive media coverage in titles including Good Medicine, New Idea and Retail Pharmacy.

Further to this, Porter Novelli arranged promotional partnerships with NSW Seniors Card and consumer media titles, allowing key brand messages to reach close to two million people.

Porter Novelli is continuing work with Novartis Consumer Health in 2006 to further educate both consumers and health care professionals and drive Benefiber sales.

For more information about this case study, please contact Janine Davis.