The Challenge:
Positioning a new product in the UK as a natural alternative for menopausal women to conventional HRT against a backdrop of mainstream medical professionals and sceptical media health writers.

The Solution:
A two-stage programme that targeted both specialist (GP and alternative remedies) and consumer media. A ‘media’ conference was organised to launch the concept of a natural alternative to HRT with one of the UK’s leading gynecologists as a speaker. Clinical results of trials carried out with PhytoSoya were then used as the springboard for a pro-active media relations campaign to establish the brand as the market leader in the UK.