Established in 1896, Nutricia, part of the Danone group of companies, specialises in the delivery of advanced medical nutrition for the very young, the old and the sick. As well as being the largest specialist nutrition company in Europe, Nutricia is the market leader in the UK.
With Cow’s Milk Allergy (CMA) being identified as the most common food allergy in infants and young children, Nutricia were keen to raise awareness of the condition amongst parents. Nutricia reached out to GRM Digital to develop a separate content management system specifically for CMA, which would separate it from the Nutricia brand and help them focus on the goal of raising awareness for Cow’s Milk Allergy.
Understanding Cow's Milk Allergy
GRM carried out several consultations and CMS selection workshop sessions to further understand their requirements and gain insight into CMA’s target audience. A key part of the brief was enabling the Nutricia marketing team to have better control of their web assets, with the flexibility to personalise the user experience. For this reason, Ektron was the solution of choice, given that the rest of Nutricia’s online presence was built on this platform and the team were sufficiently trained.
Enabling fast content creation
Speed of content creation was a key part of the CMA brief, and they needed to have access to a robust, easy-to-use platform that could support their substantial content strategy. Previous solutions used by Nutricia had required too much agency input for ad-hoc changes, resulting in a dramatic increase in development costs. To make sure that this was avoided going forward, GRM worked alongside the Nutricia team to understand their capabilities and to make the platform as simple to use as possible in the admin interface. When new information about Cow’s Milk Allergy becomes available, the team are now equipped with a CMS platform that allows content to be distributed instantly.
Personalising the user experience
Given the personal nature of the healthcare industry, Nutricia were keen to incorporate a level of personalisation into the user experience. To facilitate this, GRM integrated a Facebook chatbot into the website, otherwise known as ‘Cow’s Milk Allergy Companion’. The interactive tool asks parents a series of questions to help them further identify whether their child suffers from Cow’s Milk Allergy. The result of the chatbot sequence is a downloadable PDF which can be taken to the doctors to streamline the diagnosis process and help relieve symptoms.
Since its launch, the Cow’s Milk Allergy website has been fundamental in the provision of information regarding CMA throughout the UK, helping parents understand the allergy, what can be done about it and how to quickly relieve the symptoms.
increase in homepage conversions
Working with GRM Digital has been an absolute pleasure! GRM’s attention to detail has been impeccable and their approach to project management highly proactive.