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					10/7/2009




        Global Best Practices
        On Health Marketing
                        Mikko Laavainen
            Commercial Director of Raisio Group, Finland

                     Health Marketing Conclave
                      Mumbai 6th October 2009
10/7/2009




Once upon a time in Finland
10/7/2009




                           6
            Source: KTL/Puska
10/7/2009




                         7
            Source: KTL/Puska
  10/7/2009




Main Principles of the North Karelia Project
  • Prevention is the only sustainable public health approach
  • Risk factors identified by prospective studies, closely linked with
    certain behaviours - deeply enrooted in the community
  • Chosen risk factors: smoking // elevated serum cholesterol (diet) //
    elevated blood pressure
  • Community based preventive programme
  • Emphasis on persuasion, practical skills, social & environmental
    support for change
     Main areas:
          1. Media activities (materials, mass media, campaigns)
          2. Preventive services (primary health care etc.)
          3. Training of professional and other workers
          4. Environmental changes (smoke free areas, supermarkets,
     food    industry etc.)
          5. Monitoring and feedback                             Source: KTL/Puska
   10/7/2009




Serum Cholesterol in Men Aged 30–59 Years
mmol/l
 7,5


   7
                                                         North Karelia
 6,5                                                     Kuopio
                                                         Turku/Loimaa
                                                         Helsinki/Vantaa
   6
                                                         Oulu
                                                         Lapland
 5,5


   5
        1972   1977   1982   1987   1992   1997   2002

FINRISK Studies 1997&2002
        10/7/2009




    Age-adjusted mortality
                                         700
    rates of coronary heart                            start of the North Karelia Project
    disease in North
                                         600
    Karelia and the whole
                                                              extension of the Project nationally
    of Finland among
    males aged                           500
    35-64 years from 1969                                             North Karelia
    to 2002                              400


                                         300
                                                                                   - 82 %
                       Mortality per
                                         200                All Finland
                    100 000 population
                                                                               - 75%
                                         100
Source: KTL/Puska
                                  Year         69 72 75 78 81 84 87 90 93 96 99 2002
    10/7/2009




    Discovery of Plant stanol ester, cholesterol
    lowering ingredient in Benecol products

    • More than 50 clinical trials show Benecol products lower cholesterol up to 15% in
    two weeks
    • 120 products launched in 29 countries since 1995
    • Millions of consumers using products every day




      1989 Invented by Raisio         1995 Launched in Finland    2009 120 products, 29 countries
8
    10/7/2009




    Voted among the ‘10 most important
    discoveries in nutritional products in the
    last 30 years’
    EUROPEAN JOURNAL
    OF CLINICAL NUTRITION 2009




9
                                                 10/7/
                                                 2009
              10/7/2009




  Cholesterol lowering foods* from zero to over
  one billion euro in 13 years.
                1200


                1000


                 800
    Milj. €




                 600


                 400


                 200


                    0

                          1995      2008
Source: Raisio estimate              *Plant stanol/sterol enriched foods
  10/7/2009




Benecol foods in 5 continents, 29 countries
10/7/2009




Governments supporting scientifically proven
health claims
10/7/2009




Summary
1. Active role of government
     • Regulation
     • Communication

2. Co-operation between universities &
  industry => innovation in the area of healthy
  foods
3. Healthy people, healthy business

				
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