Building Clinical Credibility for plant-based Nutrition through an evidence-led Communication Strategy

At a time when plant-based diets in India were largely viewed as a lifestyle choice rather than a clinical intervention, Adfactors PR partnered with the Physicians Committee for Responsible Medicine (PCRM) to reposition the narrative within mainstream healthcare discourse.

The approach prioritised legitimacy over visibility. By embedding plant-based nutrition into clinical education, evidence-led journalism, and national health conversations, the campaign moved the conversation from opinion to science-backed intervention.

Execution spanned academic engagement with over 800 medical students, strategic relationships with senior editors and health journalists, and integration into high-visibility national narratives, including obesity drug developments, liver disease guidelines, and public health advisories. Research was localised using India-specific data to strengthen relevance and credibility.

The campaign delivered strong impact at scale. It generated 282 earned media stories, 5.98 billion opportunities to see, and 100 percent organic coverage across 79 publications in 12 cities and 8 languages. Visibility outpaced the nearest competitor by 72 percent, while search interest for plant-based diets grew significantly, with a 2X increase during the campaign period.

Beyond media metrics, the initiative contributed to tangible institutional and behavioural shifts. Plant-forward diets were recognised in INASL liver disease guidelines, and willingness to adopt such diets rose from 44 percent to 77 percent between 2023 and 2025.

The campaign was instrumental in establishing PCRM as a credible, not-for-profit expert voice in preventive health, reinforcing the role of nutrition in clinical and public health conversations.

You can read more about the campaign strategy, execution and results in the case study.

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