MediDrink Pulmo is legally a "Food for Special Medical Purposes"- a ready-to-drink sip feed, available via prescription only from doctors. It is designed for pulmonology patients' nutrition to support respiratory function and faster recovery. It helps gain back weight; provides additional energy and important nutrients to the body. It is a premium, innovative product for patients affected by pulmonary disease related malnutrition, intended for the dietary management of the disease and must be used under medical control. It strongly contributes to other medical treatments. The product is available in 7 different flavours: chocolate, vanilla, strawberry, coffee, forest fruit, banana and unflavoured version. Key product features: high energy (200kcal/100ml) and high protein content (10g/100ml); low carbohydrate content (12g/100ml). ideal combination of food and medical image. In terms of expression it should have 65% medical and 35% food image. Main brand personalities to express: Premium, Pioneer, Supportive. Additional brand personalities: Reliable, Dynamic.
Description of the product target audience
MediDrink Pulmo is a prescrition only (Rx) food for special medical purposes in a ready-to-drink format. Therefore the primary target audiences are the doctors (healthcare professionals) who need to prescribe them. Packaging should help to engage them that MediDrink Pulmo is the best choice for their malnourished patients with lung disease due to its unique composition, taste and format. Doctors should recognize easily key products' benefits, such as high energy, high protein and low carbohydrates content. Also they need to identify easily the different products' taste they can recommend to their patients for better compliance.
Patients are the secondary target audiences, who consume the products. They need to understand that this food (drink) helps them to recover from their disease and it is part of their therapy (not just an optional food to consume). Also they need to understand that products are available in different flavours. Also it would be beneficial to highlight some important information in terms of product consumption, such as : 1. shake well before drink; 2. best served chilled; 3. drink slowly in small volumes (pictogram format?)
Graphic design overall target 60% doctors and 40% the patients. Within this: colours and image mainly target the patients, whilst the content highlight elements (such as high energy, high protein, low carbohydrates content) should target mainly the doctors. Product should express medical food image (65% medical and 35% food). It should be expressed that this product is for pulmonology patients for their faster recovery. To represent the taste is a key factor. Product contains flavours, due to regulation NO fruit representation allowed on the box. Product contains 200 kcal; 10g protein and 12g carbohydrates per 100ml. These key benefits preferred to be highlighted, via representing the exact numbers/100ml as well on the front. The following format preferred: high energy: 200 kcal /100ml; high protein: 10g /100ml; low carbohydrates: 12g/100ml. Also it would be beneficial to highlight some important information in terms of product consumption, such as : 1. shake well before drink; 2. best served chilled; 3. drink slowly in small volumes (pictogram format?) to be seen on the side of the pack (not on the front). The product is a multilingual pack, therefore we need full space on the back and at least 1 side of the pack.