CASE STUDY
Consulting – Strategy & Measurement
Physicians Committee is using research, strategy and measurement to enhance programs to help people adopt plant-based eating.
ORGANIZATION
Physicians Committee for Responsible Medicine
Washington, DC
PCRM is dedicated to saving and improving human and animal lives through plant-based diets and ethical and effective scientific research.
Visionary
Jill Eckart, Managing Director of Nutrition Education
Challenge
Plant-based eating is growing as more people understand the benefits for their health, for animals and for the environment. But research shows that efforts to change eating habits are often temporary.
Approach and Results
I summarized research about why people do and don’t stick with plant-based eating. I then developed recommendations for the PCRM team to enhance their programs that help people get started.
We also used the research to create a success map for PCRM’s 21-Day Kickstart program. This free online program provides information, motivation, recipes, reminders and other resources on transitioning to a plant-based lifestyle. It has reached hundreds of thousands of people.
The success map helped the team identify important measures. They then adjusted the survey at the end of the Kickstart to hear from participants on the attitudes, beliefs and behaviors that are correlated with maintaining the new eating approach. PCRM also implemented some program enhancements and has been looking at other ways to address issues and opportunities the research identified.
“Our 21-Day Kickstart team worked closely with Caryn to identify key information to capture for our program survey. As a result of implementing the changes, we now have critical data to help us continue to evaluate and improve the program.”
Jill Eckart, Managing Director of Nutrition Education, Physicians Committee for Responsible Medicine