CooperKatz served as the strategic lead agency for the Alliance to Advance Patient Nutrition, a targeted hospital campaign focused on heightening awareness of hospital malnutrition.
We leveraged our deep knowledge of the healthcare industry to provide strategic counsel to the founding members of the Alliance to Advance Patient Nutrition, which included the Academy of Medical-Surgical Nurses, the Academy of Nutrition and Dietetics, the American Society for Parenteral and Enteral Nutrition, the Society of Hospital Medicine and Abbott. The interdisciplinary group represents more than 100,000 dietitians, nurses, hospitalists and other physicians from all 50 states.
CooperKatz provided a comprehensive spectrum of services to launch the campaign including branding and messaging; content development; video production; and website counsel and copy development. As part of our ongoing support, CooperKatz created content for internal communications and social media channels for the five founding Alliance organizations and developed conference abstracts and presentations.
Additionally, CooperKatz provided media strategy / planning and executed outreach to top-tier and health trade press at launch and to promote proprietary research. We secured targeted media results in a range of outlets including HealthLeaders, Food and Nutrition Magazine, Healthcare Finance News, Advance for Nurses, Politico and Fox News.
CooperKatz exceeded the set media goals with placements garnering more than 30 million views, reaching all of the Alliance’s target clinician audiences with 100 percent inclusion of Alliance key messaging. Additionally, we developed more than 100 Alliance member articles, e-blasts and social media posts.
Within a seven month period, the Alliance website, malnutrition.com, received more than 100,000 page views and almost 1,000 clinicians chose to register for updates on the site. In addition, the campaign targeted key hospital executives who began to take action and implement the recommended nutrition intervention protocols from the Alliance.