Credibility:science at the heart of our business modelDavid GrahamFlorence JeantetFrédéric RenéRolf Smeets
Strong science at the heart of our business model
Scientific bodies
International organizations
Public health authorities
Health Care Professionals
AssociationsConsumers
– 2 –
Relevant science is thebackbone
1
– 3 –
Deepening the reach through dedicated
approaches for each stakeholder
2
Fresh Dairy Products Medical nutritionBaby nutrition
Leveraging our science
in the medical world
Dedicated approaches: example by division
– 4 –
Waters
Be the most credible partner of each
player on the patient ecosystem
Using the pyramid of influence
to put healthy hydration on the
map
Leveraging our scientific
partnerships on nutritional products
HCP’s & Mum’sInsights
HCP’s & Mum’sInsights
HCP’s & Mum’sInsights
Credible Public health Partner
Engage HCP’sEducationRelevant Products
Medical
on the Most Relevant Early Nutrition issues
Science
Engage Regulatory bodiesPolicy MakersNGO/Stakeholders
Public Affairs
KOL’s Engagement
– 5 –
Science in Baby Nutrition
Leverage through Academic Chairs
?
Publish
2010:50 full papers
3 book chapters~100 conference
presentations
Protect
GOS/FOS Patent
GOS/FOS+ PUFA allergy; premature
GOS/FOS respiratory tract infection
GOS/FOS allergy
GOS/FOS + LCPUFA + hydrolysates
GOS/FOS + AA+DHA2010
2009
2008
2007
2007
2002
WithIMMUNOFORTIS
– 6 –
HCP’s & Mum’sInsights
HCP’s & Mum’sInsights
HCP’s & Mum’sInsights
Credible Public Health Partner
Engage HCP’sEducationRelevant Products
Medical
on the Most Relevant Early Nutrition issues
Science
Engage Regulatory bodiesPolicy MakersNGO/Stakeholders
Public Affairs
KOL’s Engagement
– 7 –
8
Common Goal: Improving Health of Infants & Toddlers
HCPs
Regulatory
Our research
teams
Media
Scientific experts
GovernmOrganisations
Key opinion leaders = our cornerstone
– 8 –
Leverage our science with KOLs
2- Share & Educate KOLsVisits to Research
1- Among PeersSymposia
Every year:
à800 KOLs DBN International Symposia
à150,000 HCPs National Symposia
In 2010:à 765 KOLs in our Research center
“You have the powerful tool, and we
have the problems in Africa. Building together will make
great things”
KOLs from Thailand, Nov 2010
How to reach the medical community
1- Among peers symposia
– 9 –
Cascade down!
3- 4- Education HCPs & Mums Reps3- Medical Reps
Among peersSymposia
à3,000+ Med Reps highly trained
à >4M HCP visits pa
i-learn
Austria
Russia
How to reach the medical community
Pyramid of medical endorsement
– 10 –
Fresh Dairy Products Medical nutritionBaby nutrition
Leveraging our science
in the medical world
Dedicated approaches: example by division
– 11 –
Waters
Be the most credible partner of each
player on the patient ecosystem
Using the pyramid of influence
to put healthy hydration on the
map
Leveraging our scientific
partnerships on nutritional
products
Trust is built thru long term top partnershipsExample: Danone Research microbiota and probiotics
Institut Pasteur
World leader in Microbiology & Immunity• P. Sansonetti• P. Cossart• M. Daeron• S. van der Werf• P. Glazer• S. Brisse
INRA
Top 5 Microbiota science WW:• J. Doré
Head of MetaHIT EU: • D. Erhlich
St. Louis University
Harvard
Top 5 Probiotics science in US:• L. Glimcher
– 12 –
The “pope” in Microbiota science:• J. Gordon
Some common interesting historical links between the Institute and Danone
1851
1906
1919
1926
Louis Pasteur
Elie Metchnikoff
Isaac Carasso
Daniel Carasso
The “pope of Modern Microbiology”
Nobel prize and “father of modern yogurt”
The “creator of Danone yogurt” with Institut Pasteur ferments
“Mr Danone” did a training at Institut Pasteur
The long dating collaboration was transformed into a scientific partnership in 2005 to strengthen & promote
probiotics & Immune Health, and for Innovation
– 13 –
Top notch collaborations
– 14 –
2010: First Microbe for Health SymposiumInstitut Pasteur Danone Research 2011: the IRT Lyon Biotech
366 participants from 27 countries 2011, joined creation of the IRT Lyon Biotech (One of the only 5 selected IRT from the French Government) Grand Emprunt
Caroline Ash
Claudia Lupp
At Danone dairy we have a selective approachin building our international experts board
Expert Board
Christopher Duggan
USA
PEDIATRICIAN Director Clinical Nutrition, ServiceChildren's Hospital Boston
OlivierGoulet
Chairing,France
PEDIATRICIAN Head of Paediatric, Gastro, Hepato & Nutrition, Necker-Enfants Malades University Hospital, Paris
PiotrSocha
Poland
PEDIATRICIANChildren Memorial Health Institute, Dpt Gastro, Hepato & Immuno in Warsaw
LuisMoreno
Spain
PEDIATRICIANAnd public health specialistUniversity of Zaragoza
Stanley Zlotkin
Canada
PEDIATRICIANHead, Division of Gastro & Nutrition Hospital for Sick Children, Toronto
Gina Toussaint
Mexico
PERINATOLOGY NUTRITIONISTHospital Infantil de México Federico Gómez
– 15 –
Nutri - Brasil Infancia Study (2007)
Local co-construction to understand needs
When data are lacking we propose to measure nutritional intake precisely with the support of Health Authorities and Local Universities
è 3,111 children aged between 2 and 6 and spread over 9 city areas- nutritional intake / compared
with recommendations- anthropometric data
– 16 –
Danonino, has local tailored made formulas
– 17 –
Trust with the consumer through endorsement
– 18 –
Japan
Poland
Russia
Austria
Mexico
Country Endorser Country Endorser
Medical nutrition
Be the most credible
partner of each player on the
patient ecosystem
Baby nutrition
Leveraging our science
in the medical world
Dedicated approaches: example by division
– 19 –
Waters
Using the pyramid of influence
to put healthy hydration on the
map
Fresh Dairy Products
Leveraging our scientific
partnerships on nutritional products
Carer
Pharmacist KOL / stakeholder
Allergy
Oncology
Metabolics
Patients in HospitalNeuro
Patients
The patient universe
Health care practitioner community/hospital
Medical care provider, including medical nutrition
Governments & regulatory bodies
Patient / Medicalassociation
Public / Private payer
Faltering Growth
Gastro
Frail Elderly
– 20 –
Relationship building awareness
Patient care
Medical Credibility
The foundation of our credibility is strong science
Reimbursement screening
Treatment guidelines scientific publications
Evidence clinical trialsStrong Science
KOL Support
HCP Support
Patient Assoc.
Patient
Payers
– 21 –
Our medical nutrition universe
Focus on disease conditions with strong science
Our products address special nutritional requirements of patients (individuals not in good health)
These nutritional requirements cannot be adequately met by modifying the normal diet
FSMPs / Medical foods typically used under medical supervision
– 22 –
Carer
Pharmacist KOL / stakeholder
Stakeholder map constantly evolving
Health care practitioner community/hospital
Medical care provider, including medical nutrition
Governments & regulatory bodies
Patient / Medicalassociation
Public / Private payer
Patients
– 23 –
Why do KOLs / experts want to work with us
Long standing relationship to build Science and develop Solutions for patients together- Joined research and clinical trials- Organization of scientific symposia- Agreement on medical protocols- Advisory boards on disease areas and solutions
KOL
– 24 –
Metabolics – an example of building science and develop solutions for patients together
In most countries, newborn children are given a 'heel-prick' test to detect a number of rare inborn conditions (e.g. PKU). Where such disorders are present, food proteins cannot be absorbed properly, and brain damage may occur unless a special diet is strictly observed
‘A safe diet and a normal life for people with inborn errors of metabolism’
– 25 –
Why do public and private payers work with us
Cost effectiveness of treatment as addition to medical benefits becomes more important
Clinical implications of malnutrition: Increase infections, complications, mortality
Huge cost impact of malnutrition: € 1.7 billion in the Netherlands
Develop treatment guidelines on malnutrition: Stuurgroep ondervoeding ‘10
Benefits of treatment: reduction infections, length of stay in hospital, re-admission
Cost saving in treatment: Belly surgery (€ 40 mln) and Home care (€ 13 mln)
Public/private payers
Dutch example
– 26 –
We work with patient associations
Pat assoc
– 27 –
Working with Patient Support Groups e.g.: Carers UKWe generate new science on disease areas
We bring scientific credibility which facilitates access to policy makers
Reaching more patients to generate awareness on solutions
Spreading the word:
Fresh Dairy Products Medical nutrition
Dedicated approaches: example by division
– 28 –
Be the most credible partner of each
player on the patient ecosystem
Leveraging our scientific
partnerships on nutritional products
Waters
Using the pyramid
of influenceto put healthy
hydration on the map
Baby nutrition
Leveraging our science
in the medical world
A perfect storm developed in early 2007…
– 29 –
What they say
Polluting Responsible
We realized we had a credibility gap
Nature’s Best
How we see ourselves
HealthyExpensive
Superfluous
– 30 –
Our conviction pyramid
The battle for
NATURAL WATER
OURBRANDS
WATER
– 31 –
The battle for water: 2 pillars
The battle for
NATURAL WATER
OURBRANDS
WATER
– 32 –
1. We don’t drink enough Water 2. Water is the healthiest beverage
Hydration for Health Initiative:…to put healthy hydration on the map
100 invited KOLS(20 countries)
Nutritionalcongress presence
HCP website
33
The battle for water, Indonesian example
Health& educationauthorities
Leading scientists
Local scientists,Health Care Professionals
coaches & journalists
Consumers
Select strategicpartners
1
– 34 –
Formation of an Advisory Board
Leading scientists
Select strategicpartners
1
Prof. HardinsyahDr. Parindungan Dr. Sudung Dr. Budi
RoleBring insightsRaise profile of the importance of hydrationStrengthen credibility
OutputsScientific studies and communications tools
– 35 –
First hydration study in Indonesia
Health& educationauthorities
Local scientists,Health Care Professionals
coaches & journalists
Consumers
Leading scientists
Select strategicpartners
1
Health issue & evidence
2
Bogor Agricultural Institute
University of Airlangga
University of Hasanudin
INDONESIANS DON’T DRINK ENOUGH!!
46.1% mildly dehydrated
50% of respondents unawareof need to drink at least 2 L/day
– 36 –
First hydration study in Indonesia:3 recognized partners, 4 regions, 1,200 subjects
Engage KOLs & HCPs: hydration chart
Local scientists,Health Care Professionals
coaches & journalists
Health& educationauthorities
Leading scientists
Consumers
Select strategicpartners
1
Health issue & evidence
2
KOLengagement
& mobilisation
3
– 37 –
HCP awareness programme across 6 major cities
5,000 HCPs in Jakarta, Surabaya, Makassar,Bandung, Semarang, P. Baru
HYDRATION & HEALTH SYMPOSIA
KOLs / Health experts Medical Associations
HCPs participants
38
Consumer Media Coverage generated
Health& educationauthorities
Leading scientists
Local scientists,Health Care Professionals
coaches & journalists
Consumers
Professor Armstrong (guest Lecture wascovered by leading Television : METRO TV
Select strategicpartners
1
Health issue & evidence
2
Consumeractivation
4
KOLengagement
& mobilisation
3
39
Credibility: A long-term process towards fundamental shifts in policy and action
Health& educationauthorities
Leading scientists
Local scientists,Health Care Professionals
coaches & journalists
Consumers
INCREASEDINFLUENCE
StrongerPartnerships
Visibility,Reputation
5
6
Select strategicpartners
1
Health issue & evidence
2
Consumeractivation
4
KOLengagement
& mobilisation
3
Water incorporated intoNational food pyramid in 2010
“Drink at least 2 litresof Water a day”
40