拜耳爱乐维 BAYER

爱乐维守护亿万备孕家庭 Elevit guards billions of pregnant families
拜耳爱乐维 BAYER

拜耳爱乐维 


       据国家统计,我国出生缺陷率已达5.6%,其中出生率较高的二、三线城市出生缺陷问题尤为严重。主要问题是预期的母亲缺乏对适当的产前护理和营养的了解。然而,由于传统文化对讨论出生缺陷的禁忌,关于出生缺陷预防的知识难以传播,这给中国政府带来了困扰。

      多摄取多种维生素有助于预防各种出生缺陷。Elevit希望扩大其在二三线城市的市场份额,扩大品牌认知度,以促进可持续增长。2019年,Elevit预算120万美元,在二三线城市的连锁药店建立销售渠道,面向准妈妈。

      拜耳公司的高维生素有助于预防各种出生缺陷。Elevit希望扩大其在二三线城市的市场份额,并提升其在母婴营养领域的全球领导者地位。我们迫切需要整合所有合作伙伴的优势;包括政府、慈善机构、药店、名人和媒体,以成功地接触到二三线城市的人口,解决出生缺陷问题。

      我们以“准备开启无限未来”的行动号召,创建了公益IP平台“9.12无缺陷宝贝计划”。

      赢得各合作伙伴的大力支持,将通过适当营养预防出生缺陷的知识传播到中小城市几十万户家庭,实现了Elevit“给每个孩子一个好的开始”的品牌愿景。


      我们的计划是整合所有合作伙伴的优势,建立一个长期的帮助预防出生缺陷的公益平台;包括政府、慈善机构、药房、名人和媒体。

      我们该如何培养期望父母与我们讨论这个话题的意愿呢?我们进行了一项调查,探讨了期待父母从怀孕准备到出生的心理,发现父母最关心的是他们的孩子有一个无限的未来。为了从未来开始,我们需要提醒父母,他们的孩子的无限未来从一开始就开始了,早做准备。

      我们决定在912日推出作为出生缺陷预防日,创立了9.12无缺陷婴儿计划”,其口号是“无限的未来从准备开始”。

      推动政府、慈善机构、7位名人、连锁药店、地铁、大众媒体、社交网络、400多家主流媒体合作伙伴的合作,成功推出首个伟大的“912无缺陷宝贝计划”。

我们在北京举行了新闻发布会

         95日,有政府官员、社会名流、合作伙伴的经理和首席执行官,以及数百名媒体记者出席。

         912日,我们启动了一项在线社交媒体活动,利用7位名人和数百位关键意见领袖的声音支持“912无缺陷婴儿计划”,该计划在微博上疯传,并登上了前三热搜榜。

      我们还通过向6个省的10个城市派遣“护理人员”来传播产前护理和营养知识,从而提高人们的产前护理意识。

根据IQVIA研究:

•我们获得了4家大型慈善机构的支持,7位名人的声音,8家连锁药房的合作。

•“912无缺陷婴儿计划”获得了超过1.2亿的在线观看量,71000条评论,448家媒体报道,线下媒体曝光量超过1.14亿人

•在三、六线城市的销售同比增长34%9月份我们的产品在药店的销量为40.1%,创历史新高。

•我们在社交媒体上的声音份额比去年上升了18.5%


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Bayer Elevit


    National statistics indicate that China’s birth defect rate is as high as 5.6%, and the problem is particularly serious in lower tier cities, which experience higher birth rates. The main issue is expecting mothers lack understanding of proper prenatal care and nutrition. However due to the traditional cultural taboo on discussing birth defects, it is difficult to spread knowledge about birth defect prevention, which troubles the Chinese government.

    Elevit Multivitamins can help in the prevention of various birth defects. Elevit looks to expand its market share in lower-tier cities and widen brand recognition to promote sustainable growth. In 2019, Elevit had a budget of 1.2 million US Dollars to create a sales channel in pharmacy chains in lower-tier cities and reach expecting mothers.

    Bayer AG’s Elevit Multivitamins help in the prevention of various birth defects. Elevit looks to expand its market share in lower-tier cities, and promote its status as a global leader in mother and child nutrition. We urgently need to integrate the strengths of all partners; including government, charities, pharmacies, celebrities, and media, to successful reach out to the population in lower-tier cities and crack the issue of birth defects.

    We created the public welfare IP platform “9.12 Defect-Free Baby Program” with the call to action “a limitless future starts with preparation.”

   

     Our plan is to build a long-term public welfare platform to aid in preventing birth defects, integrating the strengths of all our partners; including government, charities, pharmacies, celebrities, and media.

   How do we foster a willingness among expecting parents to discuss this topic with us? We conducted a survey exploring the psychology of expecting parents from pregnancy preparation to birth and discovered parents are most concerned with their child having a limitless future. To start from the future, we need to remind parents that their child’s limitless future starts at the beginning, with early preparation.

    We decided to launch September 12th as Birth Defect Prevention Day, creating the “9.12 Defect-Free Baby Program,” the slogan of which is “A limitless future starts with preparation”.

      We have facilitated cooperation between government, charities, 7 celebrities, pharmacy chains, the metro, popular media and social networks, and more than 400 mainstream media partners to successfully launch the first great “912 Defect-Free Baby Program”

We held a press conference in Beijing on

    September 5th with government officials, celebrities, Managers and CEOs of our partners, and hundreds of media reporters in attendance.

     We launched an online social media campaign on September 12th using the voices of 7 celebrities and hundreds of key opinion leaders supporting the “912 Defect-Free Baby Program,” which went viral and climbed into Weibo’s Top 3 Hot Searches.

    We also spread awareness of prenatal care by sending “care-avans” to 10 cities in 6 provinces to spread knowledge of proper prenatal care and nutrition.

According to IQVIA research:

• We won the support of 4 large charities, the voices of 7 celebrities, and cooperation with 8 pharmacy chains.

• “912 Defect-Free Baby Program” garnered over 120 million online views, 71,000 comments, 448 media reports, and brought offline media exposure to more than 114 million people.

• Sales in Tier 3 to Tier 6 cities rose by 34% over the previous year, and in September our product was carried in 40.1% of pharmacies, the highest in our history.

• Our Share of Voice on social media rose by 18.5% over the previous year.

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