This healthcare brand was facing a credibility challenge with its most important audiences. By redefining the common ground with these audiences, this evidence-based campaign helped restore credibility into the brand and provided a legitimate platform for meaningful HCP engagement.
The Challenge
To reconnect the brand with its key healthcare professional audience, trust needed to be re‑established in its long‑term commitment to advancing knowledge and awareness around issues that matter to the health of UK children and families, a shift towards a common ground.
Our Approach
We reframed the conversation with HCPs by shifting away from product‑led messaging to education. By putting HCPs at the centre of an educational initiative, we addressed a critical issue that truly mattered — focusing on best practice, guidance and resources developed by HCPs, for HCPs.
The Feeding for Life Foundation and campaign were born, led by a multidisciplinary group of clinicians and practitioners. Its first call to action was driven by the Mind the Gap report, which tackled the under‑recognised issue of nutrient deficiencies in under‑5s in the UK — a serious challenge that had been ignored for too long.
The creation of the Feeding for Life Foundation enabled brand collaborations that had previously been impossible and demonstrated a renewed commitment to meaningful engagement with key HCP stakeholders. Outputs from the Mind the Gap vitamin D campaign went on to become a reference point for national media following Chief Medical Officer directives on vitamin supplementation.
Impact
20%
awareness up: importance of vit D supplementation in early life among HCPs / parents
5+
professional orgs supporting / collaborating with the initiative / its campaigns
80+
pieces of editorial coverage, reaching 9m+ people following the first Mind the Gap report
This initiative has changed the way we engage with hcps and has helped us and our stakeholders to redefine the common ground… the strategy was incredibly strong, a best‑practice template for our stakeholder engagement here and in other countries
Client
