Portfolio Case Study: Food Rx – New Media Campaign Plan
Role: Marketing Strategist (Graduate Capstone Project)
Focus: Digital health innovation, omnichannel marketing, behavior change, ROI modeling
Project Overview
This project presents a data-driven new media campaign designed to scale a Food is Medicine platform by integrating healthcare, grocery retail, and pharmacy ecosystems into a unified digital experience.
The Problem:
Diet-related chronic disease remains a leading driver of healthcare costs and poor health outcomes in the United States, highlighting the need for scalable, preventive interventions. Metabolic syndrome now affects approximately one in three U.S. adults, increasing risk for cardiovascular disease, stroke, and diabetes.
Market Opportunity + Supporting Data
Diet-related chronic disease drives 85% of U.S. healthcare spending
Only 6.8% of U.S. adults meet optimal cardiometabolic health criteria
Food is Medicine programs could generate $24 billion in annual healthcare savings
60% of Americans are willing to pay for Food is Medicine (FIM) programs
84% believe these programs improve health outcomes
79% report improved food choices with medically tailored meals
Despite this demand and evidence, existing solutions remain fragmented, lack scalability, and fail to connect clinical outcomes with consumer behavior and marketing performance.
What is Food RX?
A Connected EHR, Grocery, & Pharmacy Platform
The Solution:
The new media campaign for Food Rx, an integrated Food is Medicine (FIM) platform that connects healthcare providers, grocery retail, and pharmacy services through a unified digital application ecosystem.
The campaign leverages data-driven new media digital marketing strategies to promote adoption, engagement, and sustained participation in medically tailored nutrition programs.
Aligning marketing performance with measurable clinical and behavioral outcomes, this initiative demonstrates how digital innovation can support both positive population health outcomes and long-term business value creation.
Target Audience
The primary target audience for the Food Rx campaign includes adults aged 30–70 diagnosed with metabolic syndrome or cardiometabolic risk factors. Secondary audiences include healthcare providers and consumers seeking preventive health interventions.
Digital Behavior Insights:
57% of U.S. adults access electronic health record (EHRs) online
91% smartphone penetration
90%+ omnichannel grocery shopping behavior
81% pharmacy customers engage digitally
Strategic Positioning
The Food Rx service app will be positioned within the digital marketplace as a direct to consumer (DTC) fee-for-service scalable, data-driven, outcomes-verified nutrition intervention.
Differentiation:
First scalable EHR-integrated Food Rx model
Real-time clinical + behavioral tracking
Closed-loop ROI (marketing → behavior → health outcomes)
Marketing Strategy
Core Strategy
Integrate healthcare + retail + pharmacy + digital media
Use first-party data + AI personalization
Drive behavior change through omnichannel engagement
Key Channels
EHR patient portals (physician-driven acquisition)
Search (SEO/SEM + AI optimization)
Social media (education + storytelling)
Retail media networks (point-of-purchase influence)
Mobile app (engagement + retention)
Execution
The Food Rx campaign employs a multi-layered messaging strategy designed to build trust, drive engagement, and reinforce identity-based behavior change.
Three Pillars:
Clinical Authority – “Prescribed by your doctor”
Empowerment – “Take control of your health through food”
Identity Transformation – “Become the healthiest version of yourself”
Creative Concept
Campaign Theme:
“Food Is Medicine: Food Is Your First Prescription”
This approach reframes everyday food choices as a clinically guided, personalized health intervention delivered through an integrated omnichannel ecosystem.
Campaign Funnel
Top Funnel (Awareness)
AI search + social media + video content
Builds authority and demand
Mid Funnel (Conversion)
EHR integration → app download → prescription activation
Bottom Funnel (Retention & Outcomes)
App engagement
Push notifications
Loyalty + adherence tracking
KPIs & Success Metrics
Marketing KPIs
Customer acquisition rate
CTR, engagement rate
App downloads + retention
Behavioral Metrics
First prescription fills
Grocery adherence
Repeat purchases
Clinical Outcomes
HbA1c reduction
Blood pressure reduction
Weight loss
Reduced hospitalizations
By linking digital marketing performance indicators with grocery purchasing behavior and clinical health outcomes, the campaign provides a comprehensive framework for evaluating both marketing effectiveness and long-term value.
ROI Framework
Three-Dimensional ROI Model:
Financial ROI
Revenue from prescriptions + grocery purchases
ROAS / ROMI
Healthcare ROI
Reduced hospitalizations
Lower cost of care
Market Equity
Brand awareness
Share of search
Customer lifetime value
Results & Impact
Scalable national Food is Medicine model
Measurable link between marketing → behavior → health outcomes
Supports value-based healthcare transformation
Creates long-term business + public health value