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.