AYMES CASE STUDY 

“It has been great to work with a team who really understands our customer base and demonstrates a thorough understanding of content and effective communication. Harriet is an excellent project manager who gets quickly to the nub of our briefs and executes both professionally and efficiently.” 
 
- AYMES, Head of Marketing 
“It has been great to work with a team who really understands our customer base and demonstrates a thorough understanding of content and effective communication. Harriet is an excellent project manager who gets quickly to the nub of our briefs and executes both professionally and efficiently.” 
 
- AYMES, Head of Marketing 
+40 
Disease-focused articles by our HRS dietitian writers 
 
400+ 
webinar  
views 
 
 
6 
appearances in  
CN magazine 
 
+40 
Disease-focused articles by our HRS dietitian writers 
 
400+ 
webinar  
views 
 
 
6 
appearances in  
CN magazine 
 
The BRIEF: 
 
Since 2019, HRS Communications has been working in partnership with AYMES Nutrition to establish a unified and comprehensive communications strategy.  
 
AYMES’s commitment to research and education extends past their oral nutritional supplements and clinical nutritional product portfolio. This was evident in their dedicated professional education section, AYMES Academy. 
 
With a focus on supporting Healthcare Professionals (HCPs) in the UK and Ireland, the challenge was to curate engaging content without compromising on scientific robustness and clinical relevance.  
 
In alignment with their brand goals, we were tasked with developing a medium to long-term strategy that facilitated and empowered key stakeholders to better provide quality nutrition to patients. 
The APPROACH: 
 
With our own team including a number of experienced dietitians, we were uniquely poised to advise on content curation that kept the target audience in mind. 
 
One of our first actions was to conduct market research. We set out to better understand the continuing education needs of HCPs whilst also determining current awareness and impressions of AYMES within the dietetic profession. These insights informed the platform, medium and timeliness of content as part of the wider content strategy. 
 
In devising the strategy, we took into consideration: AYMES products and services, significant calendar dates and key deliverables— all of which formed the guiding principles for content creation and copywriting. 
 
We wove the brand philosophy of celebrating and exploring difference into content curation with resources focusing on underrepresented ethnic groups. Never satisfied to think inside the box, AYMES has also embraced more visually engaging mediums such as infographics and video content. 

Services Provided: 

 
Content Creation  
 
Content Strategy 
 
Copywriting 
 
HCP  
Outreach Work 
Industry | Medical Nutrition 
Location | UK, multinational 
Visit | aymes.com 

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