Case study
The Dietitian Café by Nualtra
The Brief
Nualtra, the fastest-growing medical nutrition company in the UK and Ireland, needed an innovative way to engage their target audience of dietitians. Nualtra wanted to be seen as the most trusted provider of medical nutrition, putting patients first and delivering unrivalled solutions and better value to health and care providers.
Our Approach
We proposed launching a podcast, The Dietitian Café, as a way to break through the noise and engage the audience in an innovative way.
Registered dietitian Harriet Smith, founder and CEO of HRS Communications, was the first host of The Dietitian Café. The podcast continues to deliver content for healthcare professionals with a wide variety of guests. Episodes have featured supermarket nutritionist Dr Emma Williams and British Dietetic Association leaders Andy Burman and Caroline Bovey. We release two episodes every month, one focused on an interview and the other on a big dietetic debate.
To ensure the podcast stayed current and responsive to the profession, we developed the content strategy and refreshed it every six months. Beyond strategy, our team built the timeline, planned topics, sourced guests, recorded and edited episodes, and uploaded them to the platform.
Following the success of The Dietitian Café, we launched a sister podcast, The Dietitian Café #RD2b, aimed at student dietitians. A different student host takes the lead each year, bringing fresh perspectives to the series. We worked with Nualtra to shortlist and interview candidates. Once selected, we collaborated with the student hosts to shape the podcast strategy, develop episode outlines, titles and guest lists, and provide training and onboarding.
Alongside this recruitment and training process, we supported the launch with social media content for Nualtra to raise awareness and build engagement.
The Results
- Now one of the most established podcasts for the dietitian industry with over 50 episodes
- We led the way as one of the first dietitian industry podcasts
- It has been streamed over 37K times
- The most popular episode of the Dietitian Café has 1,250 plays, this is 10% of the dietitian workforce
- Glowing 5* reviews on Apple and Spotify
- In its first year, the Dietitian Café #RD2b has been played over 1000 times
Hear what listeners think of the podcast…
“Since our first project together in 2020, our experience of working with HRS has been an extremely positive one for our business and growing the Nualtra brand in the nutrition and dietetics market.
HRS really focus on delivering value for their clients; they invest time in understanding your brand’s key objectives and work hard to build a programme that delivers.
We have built a great working relationship that allows us to be open with our thinking, workshop creative ideas, and most importantly make fast decisions to move projects along.
HRS are a great communications agency and creative partner that I would recommend to anyone.”
Our people
We are a highly skilled team of individuals from diverse marketing, communication, and healthcare backgrounds. This allows us to truly offer your business a full-service approach for all your nutrition and medical communications needs.
