Unilever

Case Study: Flora pro-activ

The Challenge
Fine Healthcare was approached by Unilever to communicate the heart health benefits of Flora pro-activ margarine to healthcare professionals.

A concise communication strategy was developed, highlighting the benefits and efficacy of the product, with particular focus on the product’s cholesterol lowering benefits.

The Strategy
We thoroughly researched the market’s perceptions of Flora pro-activ and found that the levels of awareness and likelihood of recommendation or scripting differed among different medical specialties. On the basis of these insights, we prepared a tailored communication strategy which relied on KOL development and amplification among cardiologists and GPs. In addition, we presented unique and tactical devices to drive the key message home.

The Results
Flora pro-activ is considered a real alternative cholesterol lowering agent among Healthcare Professionals, particularly for patients with slightly elevated levels of cholesterol.

“Dear Mandi and Mignon,
Thanks again for your presentation last week. We were very impressed with the level of detail and passion that went into the presentation. I don’t know the last time I sat in such an energetic presentation and had an agency go to so much effort over an initial piece of work.”
Julia Holley, Brand Manager, Flora, Unilever