Dairy Australia's healthcare professionals engagement aims to provide evidence-based resources and tools to GPs and dietitians so they can confidently address patient concerns and recommend dairy to Australians.
GPs and dietitians are identified as having the highest credibility with our consumer audience, with health and nutrition ranking as a key driver of trust and consumption. A significant portion consumers cross-reference what they have heard about health and nutrition with a health professional.
So far, the campaign has:
Communicated to health professionals by launching the Bones Matters and Lactose Intolerance campaigns, partnering with top tier scientists including Professor Beck and the CSIRO
Increased GP trust in Dairy Australia by nine per cent and increased confidence to recommend dairy as part of a balanced diet to 83 per cent
18,432 visits to the health professionals website during the campaign (up 900 percent from 1,826)
Increased the number of consumers hearing positive messages from healthcare professionals to 84 per cent (from 72 per cent).
Learn more about the health professionals engagement program below.
Dairy Australia's Bone Health activities aim to update healthcare professionals on the latest scientific information on lifestyle management of bone health.
Messages to healthcare professionals were communicated through GP print and digital ads, email marketing and social media.
Dairy Australia's Lactose Intolerance campaign aims to address patient confusion around lactose intolerance and dairy consumption.
The campaign includes collaboration with Dr Malcolm Riley and Dr Jane Bowen from CSIRO to produce a white paper and media comment on management of lactose intolerance. The campaign was communicated through GP print and digital ads, email marketing and social media.
During 2019, Dairy Australia conducted a survey to investigate the prevalence and drivers of dairy avoidance. We partnered with the CSIRO's Dr Sinead Golley to compare our data to their 2010 survey.
A communication strategy was developed to highlight the prevalence of dairy avoidance, and in particular the self-prescribed ‘dairy-free’ trend. Dr Golley’s research and commentary was disseminated via a dietitian podcast, written commentary, GP press ads and advertorial.
Case study: Providing evidence-based information to healthcare professionals
When it comes to health, dairy has copped more than its fair share of negative publicity.
But an education program spearheaded by Dairy Australia is helping debunk the myths around dairy’s role in a healthy diet.
As part of a new effort to provide credible and accurate information to consumers, Dairy Australia is providing healthcare professionals and influencers with evidence-based information and resources to encourage them to recommend dairy.
Australian GPs have noticed an alarming trend amongst lactose intolerant patients mistakenly going dairy-free due to a misconception that lactose-free equals dairy-free. Yet evidence shows patients with lactose intolerance can still enjoy some dairy.
Australian Dietary Guidelines show sitting down to a bowl of yoghurt for breakfast can still be a great way to start the day with the ‘good’ bacteria helping to digest the lactose in yoghurt.
Small servings of milk taken over the course of the day - up to 250ml – mean latte lovers may continue to enjoy a good coffee while pizza toppings just became even more attractive with most hard cheeses virtually lactose free.
Spreading the right health messages on dairy and the myriad of health benefits have become even more important as social pressures and misconstrued information fill social media feeds.
Visit Dairy Health for the latest health information on dairy.