Mead Johnson Nutrition
Making a difference in prescribing
Cow’s milk allergy (CMA) is one of the most common infant food allergies but can take 10 GP appointments before diagnosis. Our brief was to drive awareness among parents and GPs about CMA symptoms, supporting the journey to diagnosis, via an educational website.
More Thought Leadership
We partnered with Allergy UK and hosted an advisory board meeting with key opinion leaders to discuss current diagnosis challenges. Research was commissioned among parents and GPs, highlighting the emotional impact of delayed diagnosis and the disparity between what GPs and parents thought was an acceptable journey to a successful outcome.
TV actress Jennifer Ellison shared her son’s experience of CMA across digital, broadcast and print to raise awareness among new parents. The campaign was so successful that both GP diagnoses and prescriptions of CMA formula milk increased following the campaign.