Situation

• A poll of 1000 Chicago adults suggested that with all the information out there regarding healthy cholesterol levels 58% still do not know what their total cholesterol level should be. Additionally more than two thirds could not correctly identify good cholesterol as “HDL”, and bad cholesterol as “LDL.”
• Abbott Laboratories developed an unbranded patient education initiative to offer and more clear information so people could better understand what cholesterol levels actually mean.

Solution

• Abbott Laboratories identified celebrity chef Juan Carlos Cruz to develop “cholesterol friendly” recipes to raise awareness among Chicago-based residents about cholesterol health.
• These recipes that were featured in online websites, as well as on Abbott’s internal Web site for employees.
  During the 2008 American College of Cardiology meeting in Chicago, IL, Abbott conducted a local, unbranded cholesterol management campaign effort, focusing on print, broadcast and online outlets.
• As part of this effort Juan Carlos Cruz conducted a live cooking demonstration while explaining the importance of diet and nutrition in managing cholesterol.
• Mr. Cruz spoke about his personal experience managing high cholesterol, the important roles diet and fitness play in total cholesterol management.