+30% increase in turnover within the first year after campaign launch
The problem and our approach
- Dr. Loges develops, produces and markets Phytopharmaka, i.e. homeopathic medicine and vital substance preparations, which are taken from plants and/ or contain natural substances like vitamins, minerals or micronutrients
- For Rhodiolan by Dr. Loges, a herbal medicine against stress, we were asked to develop a positioning concept to distinguish it from competitive brands and push the growth in the German market
- For this purpose we started by identifying buying barriers of users of competitive brands …
- … in order to develop Power Insights that should convince the target group of using Rhodiolan
Insights in our findings
Biggest buying barriers towards Rhodiolan, qualified with users of competitive brands
- Satisfaction with currently recommended products
- Missing knowledge and presence of Rhodiolan
- Unknown ingredients and effects of Rhodiolan
Most convincing Power Insights to overcome the barriers, qualified with users of competitive brands
- Illustration of relevant situations and symptoms: Double strain, Job & Family
- For acute and permanent stress situations
- Double effect of Rhodiolan: Regulation of the stress-protection-hormone cortisol and mobilization of the energy carrier ATP - for a greater mentally and physically resilience
- No side effects and mutual reactions, no dependence
Based on the strongest Power Insights we developed a preference-generating positioning concept. The implementation is reflected in diverse communication materials of Rhodiolan like media ads in journals, online, new website content and social media activities.
