Infant functional gastrointestinal (GI) disorders—such as colic, reflux, and constipation—are common signs of a developing gut. Guidelines recommend reassurance and nutritional advice as first-line management. Yet, data published in a BMJ Open article showed overmedication in infant GI was consistent in primary care across the UK, contrary to best practice and guidelines.
The Brief
Danone Nutricia wanted to address overmedication in infant GI constructively—raising awareness among healthcare professionals (HCPs) while supporting parents, without creating tension between the two groups.
Our Approach
We began by listening to both sides. An expert panel commissioned parallel surveys of primary care HCPs and parents to uncover the drivers behind prescribing decisions, specifically looking at infant GI disorders and any potential reasons for overprescribing. The findings were clear: parental anxiety was the key factor for health professionals to feel under pressure to overmedicate; there was also a gap between HCPs’ perception of what parental reassurance should look like and parents’ experience of it.
This insight and deep dive into the factors behind infant GI overmedication shaped our strategy—to reframe the conversation and equip HCPs with practical tools to reassure parents effectively, reducing pressure to prescribe.
Working with the expert panel, we launched a targeted media awareness campaign and an educational programme designed to strengthen confidence and communication.
Impact
923K
reach in primary care media
+85%
key message penetration
2,471
completions of educational resource modules by primary care HCPs
The agency and client handled a very sensitive area extremely well. They produced a solid strategy that was well researched, based on insights. It was highly educational with a simple but effective approach. It showed motivation and an ability to speak to parents and educate them.
Communiqué Judges’ Comments, 2019 Awards
