#USA #New York #Mile Marker #Lansinoh #A&G

Lansinoh's New Chapter in Maternal Health Marketing

Lansinoh, a prominent name in maternal health and baby care, is embarking on an exciting venture by collaborating with Mile Marker and Allen & Gerritsen (A&G). This partnership aims to broaden Lansinoh's outreach and connect more deeply with today’s families, especially new parents and caregivers.

Lansinoh has earned a commendable reputation over the last four decades for its unwavering support to breastfeeding mothers, but now recognizes the need to expand its influence beyond this area, extending into postpartum care and early parenting. To facilitate this growth, it has engaged Mile Marker to manage its media strategy and A&G to handle creator relations and public relations efforts.

The Selection Process

After conducting a thorough competitive review earlier this year, Lansinoh found both Mile Marker and A&G to be fitting allies in its mission to reimagine brand messaging for contemporary families. Julie Kelly, President of Lansinoh North America, emphasized the importance of finding partners who could not only align with Lansinoh’s values but also innovate how they interact with customers. Her remarks highlight a fresh, integrated marketing approach that looks beyond traditional tactics.

Mile Marker will take charge of strategic planning and brand awareness initiatives that include a mix of retail media and direct-to-consumer campaigns. Meanwhile, A&G will manage critical areas such as earned media, thought leadership, and issues management, while also focusing on creator relations and awards strategy.

Understanding the Audience

Central to Mile Marker’s approach will be a focus on a media strategy driven by a detailed analysis of consumer journey maps. This involves understanding the behaviors and needs of approximately 2.3 million expecting mothers and 2.5 million postpartum mothers, segmented by stage and trimester. Mile Marker’s specialized suite, MMoS, will synthesize audience data and media trends to offer compelling strategies.

Shattuck Groome, Chief Media Officer at Mile Marker, stated their commitment to employing empathy and agility by designing media strategies that resonate well with parents. The aim is to ensure that Lansinoh’s core message of support and connection reaches those who need it most.

A Focus on Authenticity

A&G's Senior Vice President of PR, Eva Wasko, echoed this sentiment, stressing the importance of authenticity in communication. They aim to engage with new parents in meaningful ways that reflect their real needs during this transformative time. The focus will be on building relevant connections and providing empowerment through tailored messaging and community engagement.

Product Launch and Future Strategies

Their efforts will kick off with the launch of a significant new product, accompanied by a campaign that underscores the evolving relationship between mothers and their children; transforming the narrative from “me” to “we.” This signifies Lansinoh's commitment to evolving its identity and reflecting the realities of modern parenting.

Lansinoh has established a widespread presence in over 60 countries, and through these strategic alliances with Mile Marker and A&G, the brand aspires to enhance its role in the lives of families worldwide. Each product underlines its mission: ensuring that no mother feels alone on her journey through motherhood.

Conclusion

The collaboration between Lansinoh, Mile Marker, and A&G marks a notable evolution in approaching maternal health communication and marketing. As Lansinoh continues to innovate and expand its product offerings, the support from these agencies will play a crucial role in ensuring they remain a trusted resource for families navigating the complexities of parenting today. It’s clear that with this new chapter, Lansinoh is poised to redefine how it serves and connects with parents, reinforcing its position as a leader in maternal health and baby care.