The Challenge
Cow’s Milk Protein Allergy (CMPA) accounts for around 40% of all referrals to Bradford’s Paediatric Dietetics team — with hundreds of appointments each year focused on supporting parents through the diagnosis, treatment, and milk reintroduction process.
The team wanted to make that support easier to access and more sustainable, creating a solution that would empower families while freeing up clinical time for the most complex cases.
Our Approach
Working closely with the Bradford Teaching Hospitals team, Story developed a dedicated Virtual Clinic micrositedesigned to give parents clear, trusted guidance at every stage of their child’s CMPA journey.
Together, we:
- Mapped out the full patient journey — from diagnosis and specialist formulas through to milk-free weaning and reintroduction.
- Produced short, accessible videos and visual guides to make complex dietary advice simple and reassuring.
- Built the microsite using the Virtual Clinic platform, which includes Google Translate functionality, allowing families to instantly access the information in multiple languages.
- Crafted a friendly, supportive tone throughout to ensure parents felt guided rather than overwhelmed.
The Outcome
The result is a clear, easy-to-navigate digital hub where families can find everything they need to confidently manage CMPA — from recipes and weaning advice to the Milk Ladder reintroduction guide.
For the dietetics team, the new platform is expected to:
- Reduce routine appointments by up to 30–40%, allowing more focus on children with complex dietary needs.
- Improve patient education and confidence, leading to better outcomes and fewer unnecessary GP visits.
- Enhance service efficiency, with consistent, on-demand information available 24/7.
The Impact
The CMPA Virtual Clinic represents a step change in how dietetic care can be delivered — combining expert advice, accessibility, and patient empowerment in one place.
Parents now have immediate, reliable support without waiting for appointments, and clinicians can dedicate more time to where it’s needed most. It’s a model already informing plans for future virtual clinics across the paediatric service.