FLAVIS – Dr. Schär

Ongoing strategic-operational direction (6+ years)

Starting point

FLAVIS is Dr. Schär's line of low-protein foods, designed for people living with chronic kidney disease. When we began, the brand was less than 5 years old in a market controlled by Aproten, the historical leader for over 40 years. The challenge was not product quality. It was reaching very different target audiences — patients, pharmacists, nephrologists, dietitians — in a regulated environment where the condition is widely underdiagnosed and knowledge is often incomplete.

How do you gain market share in a sector where trust matters more than communication, and where every stakeholder has a different informational need?

What we did together

We started from the customer's perspective, not the media plan. After defining distinct buyer personas for each stakeholder and mapping the various buyer journeys, we reimagined the role of marketing and sales as a service system. For pharmacists, we created a competence center with a foundational course on chronic kidney disease. For nephrologists and dietitians, a free tool for managing low-protein diets. For patients, formats such as 'the dietitian answers' and 'the chef answers', developed in partnership with the ANED patient association. World Kidney Day became a full month of activation. On the data side, we reorganized registries and segmentations across Microsoft Dynamics and Salesforce Marketing Suite to move from email broadcasting to a lifecycle strategy.

Frameworks, managed services and training involved

What changed

After 18 months, the commercial leadership gap was closed and then surpassed, with a gain of over 20 points against the direct competitor (IQVIA data). Brand awareness, slower to shift, showed the first signals in branded searches at 14 months (Google Keyword Planner). More than any single number, the way of working changed: the customer entered decision-making processes, not just reports; marketing and sales stopped handing off leads and started building value together across the journey stages.

Voices from the client

What makes this case interesting

FLAVIS is a strong illustration of what we mean by ongoing strategic-operational direction. Growth did not come from a better channel, but from a deeper understanding of the different stakeholders and from a system that supported them with real services. It is also the case that most clearly shows how framework, managed service, and internal training work together.