Nestlé NAN: Driving Pediatric Engagement Beyond the Clinic with the First-Ever iBus Experience

INTRODUCTION:

Strict hospital protocols and the enforcement of the Philippine Milk Code had significantly limited the access of medical delegates to hospital premises, threatening to disrupt one of Nestlé’s billion-peso pediatric brands. To navigate this, Nestlé turned to an innovative engagement strategy — one that would meet pediatricians where they were, quite literally, but in an unexpected way.

THE CHALLENGE:

With traditional in-clinic detailing heavily restricted, Nestlé needed to:

Re-establish consistent, meaningful engagement with pediatricians
Deliver scientific messaging in a way that was credible, memorable, and compliant
Maintain business momentum for the NAN brand amidst policy-driven limitations

To succeed, the team had to design an experience so compelling that doctors would willingly step out of their clinics.

THE SOLUTION:

Bringing Science to Their Doorstep – On Wheels

Enter the Nestlé NAN iBus – a groundbreaking, mobile, out-of-the-clinic detailing platform designed for comfort, connection, and conversion.

Tagline 360 helped execute this one-of-a-kind medical engagement initiative with:

A Fully-Branded Experience: The iBus featured air-conditioned interiors, welcome refreshments, and Nestlé-branded treats to create an inviting environment.
Quarterly Interactive Education Tools: Each quarter, the iBus introduced fresh, gamified detailing modules – complete with touchscreen tech and immersive presentations – tailored to the latest NAN product innovations.
Convenience and Comfort: Stationed right outside hospital grounds, the iBus gave doctors a seamless, regulation-safe alternative to traditional detailing, without sacrificing professionalism or scientific depth.

THE RESULTS:

3,914 pediatricians engaged in just 6 months – a 3x increase compared to traditional RTD efforts.
PHP 200M+ in incremental sales for NAN HW and NAN Pro
Recognized globally with a Battle Honors award in Vevey, Switzerland, outperforming other Nestlé engagement programs worldwide.

CONCLUSION:

With the iBus, Nestlé didn’t just solve an access problem – it reimagined what medical engagement could look like in a restricted environment. This mobile platform proved that with the right mix of innovation, empathy, and execution, even regulatory roadblocks can become springboards for breakthrough brand experiences.