Building a unified global HCP communication framework to elevate Enterol from acute treatment to daily microbiota care.
Enterol · global B2B HCP event key visual
Led the global client partnership across strategy, creative and medical teams — translating Biocodex’s commercial objectives into a structured HCP communication framework, and holding accountability for scope, end-to-end strategic cohesion, and the editorial and visual quality of what shipped.
Pillar 1Global HCP communication architectureAddressed fragmentation across Enterol’s distributor markets by building the brand’s first unified global HCP communication framework, giving local teams a single, consistent narrative to speak to healthcare professionals with.
Pillar 2“Curing to caring” communication strategyTurned the client’s strategic mission into an actionable HCP message hierarchy, repositioning Enterol beyond acute diarrhoea treatment into a broader recommendation for gut microbiota health.
Pillar 3Scientific content & compliance transformationLed the translation of complex clinical data into clear visual storytelling, engineering fully compliant e-Detail Aids, one-pagers and toolkits built for the length of an actual physician consultation.
Pillar 4“Power of One” agency collaborationDrove Publicis Groupe’s “Power of One” model alongside Saatchi & Saatchi, aligning on overall brand strategy while taking full ownership of the specialised B2B and HCP communication ecosystem.
Making Enterol the daily “inner reflex” for gut microbiota care among healthcare professionals.
Biocodex set a clear business objective: evolve its flagship brand from a transactional acute diarrhoea remedy into a long-term partner in gut microbiota health. My role was to construct the global HCP communication framework that would carry that ambition into real doctor engagement.
Overcoming market fragmentation, and moving a prescribing habit without losing clinical credibility.
The strain reaches its markets through varied distributor arrangements and, in many of them, under a local brand name rather than the Enterol one. Enterol therefore existed as a global brand idea more than as a single recognisable presence, and in a crowded probiotic category it had no standardised voice among medical professionals.
It also carried a strong primary association as an acute diarrhoea intervention. Delivering on the “curing to caring” mission required a communication framework that could expand physician prescribing behaviours into proactive gut protection while fully safeguarding the clinical credibility the brand had earned in acute care.
Enterol · new pack key visuals · 2024
One framework, translated into compliant scientific content and toolkits any market could run.
Working under Publicis Groupe’s “Power of One” model with Saatchi & Saatchi, who led consumer messaging, Publicis Health designed the dedicated HCP ecosystem under the master idea Inner Reflex. At its centre sat a ladder of vulnerabilities connecting acute diarrhoea, antibiotic-associated dysbiosis, NSAID enteropathy and IBS into one logical spectrum — allowing physicians to see how the same underlying mechanism applies beyond acute diarrhoea, framing daily gut protection not as an unrelated pitch but as a natural clinical extension of the brand’s proven mode of action.
Effective HCP communication demands strict regulatory compliance alongside creative precision. I led medical writers and creative teams to translate complex microbiota science into compelling visual messaging, re-engineering e-Detail Aids (eDAs), clinical leaflets and educational toolkits into intuitive, highly visual formats optimised for time-constrained physician consultations.
To enable efficient market deployment without duplicating local effort, I oversaw the delivery of modular go-to-market toolkits for the packaging revamp, the new IBS indication and standalone B2B congresses. Local affiliate teams received adaptable event guidelines, key visuals and interactive formats designed for seamless localisation while preserving global strategic integrity.
Enterol · IBS campaign & patient toolkit
A standardised global HCP system, running in affiliate markets on three continents.
Acute diarrhoea, antibiotic-associated dysbiosis, NSAID enteropathy and IBS, connected into a single prescribing spectrum rather than four separate arguments.
S. boulardii CNCM I-745 reaches more than 100 markets under Enterol and local brand names. The toolkits were activated by client and agency teams across South America, Europe and South Asia.
Enterol established its first standardised HCP communication architecture, driving brand alignment and clinical clarity across global markets. By delivering complex clinical evidence as pre-approved, compliant visual assets rather than as raw data, we gave field sales forces a more persuasive way to engage physicians and significantly streamlined campaign launch timelines across regions.
The framework widened Enterol’s perception beyond acute relief into comprehensive microbiota care, moving it toward daily medical practice. What it left behind is more durable than any one launch: a repeatable structure for how a clinical spectrum becomes a message hierarchy, how that hierarchy becomes a compliant toolkit, and how the toolkit holds its argument in whichever market opens it next.
From a client perspective, she was a highly reliable and professional partner throughout our collaboration. Nina has a strong sense of structure and organization, ensuring that projects were consistently well managed and delivered on time.
Nathalie Phan · Global Marketing Lead, Microbiota Care, Biocodex
Nina’s client, February 2026 · read in full →
Translating complex clinical science into engaging visual narratives to drive top-of-mind HCP recommendation across global touchpoints
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Write to me → or write directly to nina@xuconseil.fr