Case Study: Abbott Nutrition

100,000+ Clinicians Engaged

through the Alliance network
100,000+ Website Page Views

and 1,000 HCP registrations in year one
7 Hospitals Implemented Protocols

within the first few months

The Challenge

Malnutrition is a widespread but underdiagnosed issue in U.S. hospitals—affecting 1 in 3 adults upon admission. Despite its impact on patient outcomes, it remained inconsistently addressed across healthcare systems.

Abbott Nutrition saw an opportunity to drive change—but no single organization could shift clinical behavior alone. The challenge was to unify multiple stakeholders, elevate awareness, and provide a clear, actionable path for healthcare professionals to integrate nutrition into patient care.

Solution

We helped Abbott move from awareness-building to system-level change by establishing a collaborative, clinician-led platform.

We brought together leading organizations, including Academy of Medical-Surgical Nurses, Academy of Nutrition and Dietetics, and American Society for Parenteral and Enteral Nutrition to form the Alliance to Advance Patient Nutrition.

The goal: create a unified voice, credible resources, and a clear model for action that could be adopted across hospitals nationwide.

Alliance Development & Stakeholder Alignment

Established a cross-disciplinary coalition to drive systemic change.

We positioned the Alliance as a leading example of clinical collaboration, bringing together dietitians, nurses, and physicians under a shared mission.

By aligning multiple organizations, we created a unified, credible voice capable of influencing both clinical practice and broader healthcare conversations.

Clinical Resource Hub & Content Platform

Created a centralized destination for education, tools, and best practices.

We developed a comprehensive website designed as a one-stop resource for hospital malnutrition. The platform housed research, case studies, fact sheets, videos, and practical tools for clinicians.

This content ecosystem made it easier for healthcare professionals to access information and take action within their own institutions.

Thought Leadership & Influencer Engagement

Activated clinician voices to build credibility and expand reach.

We identified and supported five clinician spokespeople, each representing a founding organization, to serve as trusted voices in media and industry conversations.

Their perspectives helped elevate the issue of malnutrition while reinforcing the Alliance’s authority across healthcare and business audiences.

Actionable Care Model & HCP Engagement

Delivered a clear, implementable framework for improving patient outcomes.

At the center of the initiative was a simple, practical Nutrition Care Model, giving healthcare professionals a structured approach to identifying and addressing malnutrition.

We supported adoption through ongoing engagement, including conferences, e-newsletters, social media, and professional communications, ensuring the model reached clinicians where they already work and learn.

Results

The initiative moved beyond awareness to real-world adoption.

Within the first few months, seven hospitals implemented the Alliance’s nutrition intervention protocols, demonstrating early momentum toward systemic change. In the first year, targeted media coverage and ongoing communications drove more than 100,000 website visits and 1,000 clinician registrations.

The work also reached the policy level, prompting a U.S. congressman to call for review of a national action plan on malnutrition citing the Alliance’s efforts.

The result: a scalable framework that not only elevated the conversation, but began reshaping how hospitals approach nutrition and patient care.

100,000+ Clinicians Engaged

100,000+ Website Page Views

7 Hospitals Implemented Protocols

OUR CLIENT