Garcia Josel, Datol-Barrett Eva, Dizon Maynilad
United Laboratories, Inc., Manila, Philippines.
Nutr Rev. 2005 Dec;63(12 Pt 2):S146-51. doi: 10.1301/nr.2005.dec.s146-s151.
After participating in a pilot project under a government-industry partnership to promote the adoption of weekly iron-folic acid supplementation among women of reproductive age in the Philippines in 1998, United Laboratories (UNILAB), the Philippines' largest private pharmaceutical company, decided in April 2002 to launch a weekly iron-folic acid supplement for pregnant and non-pregnant women under the brand name Femina. The business objective set for the Femina brand was to build the category of preventive iron-folic acid supplements in line with the Philippine Department of Health's advocacy on weekly supplementation as an alternate to daily dosing to reduce the prevalence of anemia in the country. The brand was supported with an integrated mix of traditional advertising media with complementary direct-to-consumer educational programs that aimed to create awareness of iron-deficiency anemia, its causes and effects, and the role of weekly intake of iron-folic acid in preventing the condition. Aggressive marketing support for 1 year was successful in creating awareness among the target women. Significant lessons derived from consumers identified opportunity areas that can be further addressed in developing advocacy programs on weekly iron supplementation implemented on a nationwide scale in the future.
1998年，菲律宾最大的私营制药公司联合实验室（UNILAB）参与了一项政府与行业合作的试点项目，以推动菲律宾育龄妇女采用每周补充铁叶酸的方式。2002年4月，该公司决定推出一款面向孕妇和非孕妇的每周铁叶酸补充剂，品牌名为Femina。为Femina品牌设定的商业目标是，根据菲律宾卫生部倡导的每周补充作为每日给药替代方案以降低该国贫血患病率的理念，打造预防性铁叶酸补充剂类别。该品牌得到了传统广告媒体与互补性直接面向消费者的教育项目的综合组合支持，这些项目旨在提高对缺铁性贫血、其成因和影响以及每周摄入铁叶酸在预防该病症方面作用的认识。为期1年的积极营销支持成功地在目标女性群体中提高了认识。从消费者身上汲取的重要经验教训确定了机会领域，这些领域可在未来全国范围内实施的每周补铁倡导项目的制定过程中得到进一步解决。
