A Recipe for Success: Leveraging Market Research Insights to Support Patients

Carley Williams, vice president of marketing at Fresenius Kidney Care

On a journey to “future proof” its marketing, Fresenius Kidney Care started in the most unlikely of places: recipes. As with any chronic illness, diet dramatically affects a patient’s success. But a kidney disease-friendly diet has more restrictions and requirements than most.

One in seven U.S. adults have kidney disease, and one in three don’t know they have severe kidney disease. Helping patients and their loved ones access the recipes they need is a key way to support kidney patients along their care journey, says Carley Williams, vice president of marketing at Fresenius Kidney Care.

And it keeps them coming back to the Fresenius Kidney Care website regularly.

Williams worked with Liz Pelt, group account director at Wunderman Thompson Performance Marketing. The two presented their work at the recent SHSMD conference in September.

Health equity, digital innovation, and consumerism are among the many trends healthcare marketers must adapt to — and evolve their strategies to align with — now and in the future.

Read the full article to discover how Fresenius Kidney Care used content and market research insights to connect with patients and support them in managing a chronic condition: Helping Kidney Patients Thrive: How to Support Patients On Every Step of the Care Journey

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