2015 Asia-Pacific Gold Winner – Mater Health Services Baby Products

Company:  Mater Health Services, South Brisbane, QLD, Australia
Category:   New Products & Services: Health & Pharmaceuticals - Product

Entry Title:Mater Body Balm for pregnancy, Mater Baby Wash and Mater Baby Moisturizer.

Mothers want to purchase high quality, safe and affordable maternity and baby care products which are developed by midwives and mums. So, Australia’s largest provider of maternity care is helping them to do just that… And the proceeds are returned to provide improved health services for the community.

Mater Health Services, Brisbane, Australia comprises hospitals, health centres, research, education, pathology and pharmacy businesses—all with one aim—to provide exceptional care.

In 2013, after four years of consumer research and a co-creation product development model with over 3000 Mater Midwives and mums, Mater successfully launched three products; Mater Body Balm for pregnancy, Mater Baby Wash and Mater Baby Moisturiser.

Mater maternity and baby care products offer expectant and new mums a unique range that is safe, ethical, affordable and quality. There is no other product range in the market specially designed for newborn skin and mums and developed with significant consumer insight through co-creation by Midwives (a trusted source for new mums) and mums. The products are sampled and used in Mater Mothers’ Hospitals, Australia’s largest maternity service and trusted hospital brand. In addition, proceeds from the sale of the products support Mater Little Miracles to help fund specialist life-saving care and research for babies Australia-wide.

A positioning statement was created to tell the unique brand story—‘The Caring Continues’ …from hospital to home and a short film was developed to share this story with consumers.
Two badges were also created to effectively communicate the unique co-creation development process and proceeds message on packaging and in all communications.

The branding of the product range including packaging and communication uses the Mater Mothers’ Hospitals’ look and feel as it is an extension of this brand. An extensive marketing strategy was implemented to launch the product range to increase brand awareness and drive sales.

Within less than a year Mater has successfully launched the product range in the consumer market with an overwhelming positive perception and was recognised in the 2014 My Child Excellence Awards (voted by consumers). All three products were shortlisted with Mater Body Balm for pregnancy winning bronze in the ‘Favourite Mums Products’ category.

Positioned primarily as a pharmacy product range, distribution has grown to more than 100 pharmacies nationally including four major pharmacy banner groups and independents. With distribution and sales continuing to grow, Mater maternity and baby care products will build and strengthen the Mater Mothers’ Hospitals’ brand value which is supported by an increase in perception .

Supporting Materials:

Co-creation: Mater Midwife https://www.youtube.com/watch?v=JuOLXmXYh6U

Obstetrician: Skin Conditions in Pregnancy with Dr Rob Butler http://youtu.be/vnDhjjR5-mI