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K-C, J&J try research marketing |
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Người viết: Webmaster
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26/05/2008 |
 "...K-C launched a 'Not on My Watch' tour that features a mobile classroom...". Clinical research has long been a mainstay of getting drugs to market. But using clinical research as marketing, or to validate its impact, is a newer approach Johnson & Johnson and Kimberly-Clark Corp. are undertaking to prove they're doing some good in addition to making sales. Bridgette Heller, global presidentbaby care for Johnson & Johnson, has worked on some fairly novel marketing programs for a packagegoods executive over the years, such as launching mail-order Gevalia Kaffe for Kraft Foods.
But one of her favorites is a program J&J doesn't classify as marketing at all, though Ms. Heller said it's clearly helping the brand: developing the world's-largest database on children's sleep patterns.
"It's contributing a lot of growth to our [baby-care] portfolio as we help [moms] learn how to apply a routine that helps their babies, toddlers and them sleep better and longer through the night," she said.
That routine includes a bath and, J&J hopes, a Johnson's or Aveeno baby bath product.
Advocating sleep
But beyond that, J&J is also commissioning research seeking to prove "that children who get more sleep are better-performing, healthier, happier children in life," she said. It also has been sponsoring the work of child psychologist Jodi Mindell, who's been a guest on Walgreens-sponsored segments on Lifetime and helped train pediatricians in China as sleep experts.
"We think it's a huge contribution to society at large and to the lives of children beyond what's good for our business," Ms. Heller said, though she added: "Sure, it's going to be good for our business."
For K-C Health Care, the more than 100,000 deaths and 1.7 million illnesses linked to hospital-associated infections each year in the U.S. are something the company is trying to take very personally and assume a role in reducing, said John Amat, VPglobal sales and marketing for the unit.
In March, K-C began sending a bus with a mobile classroom on a 38- state, three-year, $2 million tour, a massive effort in a business-tobusiness category that rarely sees seven-figure campaigns.
K-C sells hospitals and nursing homes soap and other products aimed at preventing such infections, so it hopes to gain from the effort. But it's also looking to fill the gaps created by budgetary squeezes that have eliminated anti-infection training programs at many institutions, Mr. Amat said.
Collecting data on whether the effort is working is tricky, since physicians and hospitals don't want to readily publicize their mistakes, he conceded. But K-C still intends to try.
"Once [government-mandated] data reporting is completely open," he said, "we're hoping to show ... the impact we can make."
(Source: Advertising Age) |
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Cập nhật ( 26/05/2008 )
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