Dealing with busy Teens: How understanding patients with a rare metabolic disorder helped Nutricia to engage with young teens using an online market research community

This article describes an online market research community used by Nutricia, the clinical nutrition group owned by Danone, to improve its engagement with teenagers in the UK affected by a rare metabolic disorder.

Dealing with busy Teens: How understanding patients with a rare metabolic disorder helped Nutricia to engage with young teens using an Online Market research community

Robert Dossin and Sarah ManleyInSites Consulting and Nutricia

Summary

Nutricia Advanced Medical Nutrition, part of the Danone group wanted to strengthen their support for teens (14+ years) who are suffering from a rare inherited metabolic disorder called Phenlyketonuria (PKU). Traditionally their relationship is mainly with healthcare professionals (HCP) and, through them, young families affected by PKU. However when these children grow older and become more independent, engagement wanes and regular contact between the HCP,...

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