The Drucker Group

Most hospital pharmacies mix their own intravenous nutrition solutions as opposed to using a premix solution like CLINIMIX. As a result, CLINIMIX was experiencing modest sales with little marketing support.

Our investigation included qualitative research among all key stakeholders in delivering clinical nutrition to patients. We toured pharmacies, conducted dialogues around the country with doctors, pharmacists, dietitians and other nutrtition support professionals.

• The most important decision-makers, clinical dietitians in hospitals, were not being fully engaged by the brand.
• Dietitians did not understand how a pre-mix could actually fit into their patient therapy practices.

We worked with Baxter to establish a nutrition specialist sales group solely dedicated to clinical nutrition professionals. We created programs to help this team create new dialogues between pharmacists, dietitians and physicians on nutrition delivery practices. Then we supported this sales team with efficient marketing air cover to penetrate key health systems and shorten the sales cycle.