Insight to Impact: Analysis Shapes Academy Strategies

To inform and support the development of its new strategic plan, the Academy of Nutrition and Dietetics’ strategy partner, Slalom, conducted a Current State Assessment of market research, historical efforts and member input to assess the existing landscape of the Academy and profession and guide actionable strategies and priorities for the Academy moving forward. The assessment — which included analyses of historical data, stakeholder interviews and focus groups, surveys and a comprehensive review of Academy experiences across various channels — revealed themes that highlight both the strengths and challenges faced by the Academy, focusing on its value to members, the perception of registered dietitian nutritionists, membership concerns and the overall culture of belonging within the organization.

• What's Going Well: The Academy is valued for its advocacy, professional development, networking, and educational resources. Positive feedback highlights its support for evidence-based practice and connections made at the Food & Nutrition Conference & Expo^®.
• Perception of Dietitians: Dietitians feel undervalued and lack public recognition for their expertise, despite having similar education to other health care professionals. Internal divisions within the profession have led to the creation of competing organizations.
• Membership Value: Membership costs and unclear benefits hinder professional advancement and contribute to member attrition. Members express dissatisfaction with the availability of relevant educational resources and seek more personalized career guidance, skill development and easier access to Academy resources.
• Culture of Belonging: Members report feeling disconnected from the Academy, citing issues with inclusivity and diversity. Financial barriers affect diversity within the profession, and communication and engagement efforts are seen as misaligned with member needs, creating frustration.

The findings of this assessment were used as the foundation for developing the Academy’s new strategic plan, including priority areas and strategies to implement for achieving high value and relevance among the professional organization, its members and the dietetics profession. Additionally, these findings help to expand member value through the creation and enhancement of benefits, some of which include an enhanced career support hub and free live webinar access for members, beginning June 1, 2025.