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ForwardSymposium Session: Selling Nutrition: Marketing and PR for Health Professionals
Today’s nutrition professionals aren’t just educators — they’re also brand builders, storytellers, and trust brokers in a crowded food and wellness conversation. In this dynamic session, a registered dietitian working in public relations and her marketing-savvy husband — who brings experience with food and restaurant brands — will offer an inside look at how health professionals can use marketing and public relations strategies to better connect with consumers, patients, and media.
From branding yourself as a go-to expert to crafting clear, compelling messages that break through misinformation online, this session will provide both big-picture strategy and real-world tactics. You’ll learn how to identify and reach your target audience more effectively, use media and social media platforms to extend your influence and measure your impact. A hands-on workshop component will guide participants in defining their unique value, pinpointing their ideal audience, and building a strategic, targeted outreach plan.
This is not a webinar or course for purchase - this is a module for credit claiming for our 2026 Spring Symposium attendees and cannot be purchased or taken by non-attendees. These sessions are exclusive to our Symposium; however, the topics may be revisited in the future in the form of a webinar or self-study course.
Learning Objectives
After completing this continuing education activity, health care professionals will be better able to:
- Explain three differences between marketing and public relations and apply them to everyday work.
- Define paid media, earned media, owned media, and shared media, and implement an example of each.
- Describe three ways to measure success regardless of professional setting.
Additional Information
Jaime Schwartz Cohen, MS, RD, leads a team of seven registered dietitians who have rewritten the playbook on health professional communications programs with a focus on how to put nutrition science into motion through nutrition entertainment and measuring ROI. The team helps clients and the industry stay connected to future-proofing research and insights and emerging trends.
Recognized as a communication leader in both the PR and nutrition industries, Jaime has been honored among PRWeek’s “40 under 40” (2015) and was the recipient of the New York State Academy of Nutrition and Dietetics “Media Excellence” Award (2016) and was named “Young Dietitian of the Year” by the NJ Dietetic Association (2009).
Prior to joining Ketchum 20 years ago, Jaime held roles at a multinational CPG company and at an emerging brand. She received a B.S. in nutrition from Penn State, an M.S. in nutritional sciences from Rutgers, and completed the University of Medicine and Dentistry of New Jersey dietetic internship.
Joe Cohen, APR, serves as Chief Marketing and Communications Officer at AXIS (NYSE: AXS), a global provider of specialty insurance and reinsurance with a presence that spans North America, Europe, Latin America, Asia-Pacific and Bermuda.
Mr. Cohen leads the Company’s global in-house marketing and communications team. He is responsible for guiding corporate and brand reputation, marketing and advertising, digital marketing, financial communications, corporate philanthropy, event marketing, PR, and internal/change management communications. In 2016, he joined AXIS as the Company’s Chief Communications Officer, where he led global external and internal communications.
Prior to joining AXIS, Mr. Cohen served for two years as SVP of Communications for KIND Healthy Snacks (now part of MARS). Previously, he spent 15 years at MWW (then part of Interpublic Group) where he rose to become a senior leader in the agency’s corporate communications and brand marketing practices where his clients included McDonald’s, PepsiCo, Sara Lee/Hillshire (now Tyson Foods), and The Palm Restaurant Group, among others.
Disclosures:
The faculty and planners of this educational activity have no relevant financial relationships with ineligible companies to disclose.
An “ineligible company” includes any entity whose primary business is producing, marketing, selling, re-selling, or distributing healthcare products used by or on patients.
In support of improving patient care, Great Valley Publishing Company is jointly accredited by the Accreditation Council for Continuing Medical Education (ACCME), the Accreditation Council for Pharmacy Education (ACPE), and the American Nurses Credentialing Center (ANCC), to provide continuing education for the healthcare team.
This activity will also award credit for dietetics (CDR CPEU).
Dietitians: RDs and DTRs are to select activity type 102 in their Activity Log. Sphere and Competency selection is at the learner’s discretion.
Available Credit
- 1.00 CDR