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.