Public Perception Vs. Scientific Literature for a Top Dairy Company

Medical Marketing & Engagement | Research & Clinical Services

The Opportunity

A world leading distributor of dairy products wanted to identify the top negative health claims surrounding dairy in the media and vet the validity of these claims against scientific literature investigating the negative health outcomes of dairy.

In this partnership, SPRIM:

Identified the top negative health claims being made in news and social media outlets
Evaluated the scientific support around these claims
Found that most negative health claims were not well supported by science

The SPRIM Process

SPRIM utilized a three-step process to investigate and validate negative health claims surrounding dairy:

News and Social media landscaping to identify which negative health claims were most prominent and influential among consumers
Review of the scientific support each media source utilized to interpret if data was reported upon accurately
Utilized results from the first landscaping to conduct a review of the body of scientific literature that investigated the relationships between dairy intake and risk of negative outcome

Juntos Construimos el Futuro de la Salud

Tenemos un modelo de servicio integrado único que nos permite servir a nuestros clientes en cualquier etapa de innovación. Está compuesto por cuatro prácticas: Strategy & Innovation, Regulatory & Scientific Affairs, Research & Clinical Services and Medical Marketing & Engagement.

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The Results

SPRIM identified the three top negative health claims and discovered that most outlets:

Did not report data accurately or provide any scientific support
Did not include other data to suggest a contrary conclusion

Additionally, through the scientific literature body review, SPRIM discovered many of the negative health associations made to dairy are inconclusive, and on the contrary, point to evidence that yogurt, specifically, is beneficial in reducing the risk of certain negative health outcomes.

CLIENT OUTCOME

SPRIM provided the company with scientific ammunition it needed to create marketing and communication strategies to combat this negative stigma surrounding dairy and specifically, yogurt.