Roche Keeps Eye on Nutrition

With a growing body of evidence indicating that specific nutrients may help prevent or delay the progression of cataracts and age-related macular degeneration and with more than 22 million Americans suffering from these conditions, Roche Vitamins (now DSM Nutritional Products) asked for Ketchum’s help with educating health professionals and consumers on the importance of the antioxidant vitamins C and E and the carotenoids lutein and zeaxanthin on eye health.

 

Ketchum and Roche targeted eye-health professional conferences, medical publications, consumer health and news outlets, and Roche’s own customers with a two-year, science-based communication campaign. In partnership with the American Optometric Association (AOA), Ketchum helped produce educational resources, including a “Nutrition and Vision” section of AOA’s Web site containing Eye on Nutrition^TM interactive assessment tools. In addition, Ketchum managed the distribution of scientific literature and survey data regarding nutrition and eye health through Roche-sponsored Vitamin Nutrition Information Service exhibits and conferences.

The highly effective campaign resulted in a 21% increase in health professionals’ recommendations of eye-health supplements. And with media coverage reaching 402 million consumers, there was a an 84% increase in sales of total eye health formulations and a 115% increase in total lutein sales as consumer awareness of the benefits of the carotenoid increased from 2% to 37% from January to December 2002. Due to its success, the “Keeping an Eye on Nutrition” campaign received a 2006 Public Relations Society of America Silver Anvil award.