‘Strength for Life’ repositioned muscle health as a priority across the NHS, helping catalyse an uplift in appropriate prescribing of nutritional supplements.
Malnutrition affects over 3 million people in the UK, costing the NHS approximately £19.6billion annually. It is however, frequently overlooked in care settings due to a lack of awareness, limited training and fragmented care pathways.
Abbott’s ‘Strength for Life’ campaign by HMA fused brand, content and information design into a unified educational platform to shift outcomes around muscle loss. The design-led initiative translated complex clinical issues into clear, credible, and compelling materials across multiple formats, resonating with healthcare professionals and inspiring behaviour change in clinical practice.
Muscle health content reached 95% of dieticians, 75% of GPs and 36% of nurses within the target audience through the campaign, and 65% more healthcare professionals now assess patients for muscle loss. The campaign also provided a platform to activate NHS-aligned initiatives, identifying high-risk patients who would likely have gone undetected in routine practice.
