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 Resources for healthcare professionals Providing health and nutrition resources to healthcare professionals such as family doctors, nurses, and registered dietitians is an important part of Canada Beef’s Health and Nutrition program. When materials supporting red meat in the diet are delivered to consumers through these third-party authorities, it strengthens the value of the information. Distribution company Ashfield Engage supports Canada Beef by distributing nutrition-based educational brochures to a database of 80,000+ physicians (general practitioners and specialists) and 1,500+ Nurse Practitioners. These healthcare professionals have access to a catalogue of available resources (see link following) they can order for their offices and then distribute to their patients. Canada Beef achieved a record for distribution of brochures between April 1, 2022, and March 31, 2023, delivering almost 450,000 health brochures (topics included iron, cholesterol, and bone health) to key healthcare professionals.   Health and Nutrition Director Karine Rekunyk said this initiative allows Canada Beef to take its research and intelligence and get it into the hands of consumers through a third-party expert. “There is a clear need for patient education on topics that relate to beef’s nutritional value, and this program has allowed us to tap into that with immense success,” she said. Through the Ashfield program, there was a significant increase in outreach with an average of 1,600 orders distributed monthly during the April 1, 2022-March 31, 2023 fiscal year compared to 660 orders per month in the prior fiscal year (April 1, 2021-March 31, 2022). In addition to the ongoing distribution program, Canada Beef commissioned Ashfield to implement a direct-to-health professional engagement program. Lasting three months (April-June 2022), this health professional outreach campaign reached over 1,000 health professionals (primarily general practitioners and nurses) via one-on-one calls in Alberta, BC, Ontario, and New Brunswick to deliver Canada Beef’s Iron Matters campaign, raising awareness about high iron deficiency rates and Canada Beef’s educational patient resources. Back to main page  KARINE REKUNYK Director, Health and Nutrition |
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