Adapting Communications of a Nutrition and Physical Activity Study to Reach Registered Dietitians During the COVID-19 Pandemic

Background- Registered dietitians (RDs) are trusted

messengers to the public about nutrition,food and health information – includingduring the COVID-19 pandemic.1,2

- However, the COVID-19 pandemic has notonly altered the way RDs disseminate thisinformation, but also how they receive andlearn about it.

Dylan Bailey, MS, RD1; Lisa Bruno, MS, RDN1; Marie Spano, MS, RD, CSCS, CSSD2; Miriam Crosby, BBA3; Samara Sterling, PhD3

1. Nutrition Specialist Team, Ketchum, 2. Spano Sports Nutrition Consulting, LLC., 3. The Peanut Institute; Corresponding Author: dylan.bailey@ketchum.com

Methods- Six virtual tactics were implemented to educate

RDs effectively during an ongoing pandemic,replacing other traditional, in-person studycommunications activations.

- Tactics included strategic partnerships withinfluential organizations and nutrition experts, awebinar, digital asset development and anintegrated approach to media engagement.

- The six virtual tactics were driven by thefollowing key performance indicator buckets:

- Educate and Engage Thought Leaders- Reach and Inform Consumers- Align with a Registered Dietitian Nutritionist with Influence

Aim- To adapt to the altered communications

landscape, a targeted digital communicationsprogram was implemented to educate RDsabout a novel study that suggests peanutpowder (PP) improves select markers ofmuscle hypertrophy and strength in an olderadult population when paired with resistancetraining.3 Conclusions

- This integrated digital communicationsprogram supporting a study targeting RDssuccessfully adapted to the limitations ofcommunications channels during theCOVID-19 pandemic.

Funding- The Peanut Institute supported the funds for

this program.

Results

References1. Funk C, et al. Trust and Mistrust in Americans’ Views of Scientific Experts. Pew Research Center website.

https://www.pewresearch.org/science/2019/08/02/trust-and-mistrust-in-americans-views-of-scientific-experts/. Published August 2, 2019. Accessed September 18, 2021.

2. COVID-19: May 2020. IFIC website. https://foodinsight.org/wp-content/uploads/2020/05/IFIC-COVID-19-May-2020.pdf. Published May 2020. Accessed September 18, 2021.

3. Lamb DA, et al. The effects of resistance training with or without peanut protein supplementation on skeletal muscle and strength adaptations in older individuals. J Int Soc Sports Nutr. 2020;17(66).

a. Educate and Engage Thought LeadersEurekAlert! Press Release • 3,026 press release page views

SCAN (Sports, Cardiovascular and Wellness Nutrition) DPG* eBlast Survey and Recipe Contest

• 4,954 eBlast recipients 40.1% open rate 7.4% click-through rate

Healthy Aging DPG (HA DPG) Webinar

• 4,135 webinar promotional eBlast recipients (HA DPG combined with Dietetics in Health Care Communities (DHCC) DPG) 43.8% open rate (44.5% open rate DHCC DPG eBlast) 6.2% click-through rate (4.3% click-through rate DHCC DPG eBlast)

• 0.2% webinar promotional social media engagement rate• 201 webinar attendees

b. Reach and Inform Consumers+

Media Engagement • Outreach to 117 reporters and media RDs• 43 samples fulfilled to 25 media contacts

Oxygen Sponsored Article • 34,000 website unique monthly viewers • 299,246 impressions generated across paid activation

c. Align with a Registered Dietitian Nutritionist with Influence

Marie Spano Partnership • 17,936 impressions across social media posts • 2.6% engagement rate

Table 1. Observed results from targeted digital communications program on PP study.

Results- Over three months, the program reached 9,088 RDs in target-right practice areas via eBlasts with an average

open rate of 42.5% and an average click-through rate of 6.0%.- 319,737 impressions were achieved across all media platforms.

Educate and Engage Thought LeadersHA DPG Webinar• Post-webinar

convenience sample of attendees

Question Result (n=49)Will this information be helpful in your practice?

Yes, 100%No, 0%

SCAN DPG eBlast Survey• eBlast convenience

sample survey of SCAN DPG members

Question (Based on this new research…)

Result (n=61)

…do you agree that peanut powder can help older adults meet daily protein recommendations that support muscle growth and strength?

Yes, 93.4% (57)No, 6.6% (4)

…do you plan on encouraging your patients or clients, including those who are of older age, to add peanut powder to their pre- or post-exercise nutrition routine?

Yes, 88.5% (54)No, 11.5% (7)

…will you include peanut powder in the overall nutrition recommendation for patients or clients interested in supporting healthy aging, muscle growth, strength and size?

Yes, 91.8% (56)No, 8.2%(5)

Table 2. Power up with PP RDs survey results.

*At the time of this program, SCAN DPG had not yet expanded into their two new dietetic practice groups; +The Peanut Institute and HA DPG social channels accounted for 2,555 additional impressions.

Figure 1a-c. Selected tactical execution activations for PP study promotions.

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