Search
Article
The Doctor is In (and Everywhere Else Too): All Practitioner Supplement Brands are Now Omnichannel Brands
The last decade has been characterized by marketplace adaptation. HCP brands, which previously committed to maintaining exclusivity within the HCP channel, now face the imperative of reevaluating their strategies. Brands must now confront the imperative of enhancing their marketing competencies in both business-to-business (B2B) and business-to-consumer (B2C) spheres to maintain their relevance and standing in this evolving landscape.
Article
Understanding the HCP Spectrum of Influence on Supplement Brands: From Vitalists to Pragmatists
Interest and engagement in integrative health and medicine are expanding rapidly. Forty-nine percent of adults believe in the efficacy of many or some alternative medicines and therapies. The practitioner channel currently represents approximately 9% of all US supplement sales, but its influence on the overall sale of supplements is far greater. What HCPs recommend translates into consumer sales. In the changing omnichannel landscape where the lines between consumer and HCP brands are blurring, all supplement brands can improve their business with a better understanding of how HCPs influence supplement purchases.
Article
Supplement Brand Transparency: Think TV Series, Not Movie
Many dietary supplement brands are under the false impression that becoming fully transparent will take years of time, effort, and resources. They believe becoming fully transparent is like making a major motion picture — years in the making, one all-encompassing story, and expensive. You release it once and hope it makes an impact. However, we advise brands to stop thinking about transparency like their big movie. Instead, we recommend they approach transparency as if it were a television series, metaphorically speaking.
Article
The Six Costs of Entry for DTC Supplement Brands
DTC e-commerce sales have tripled in the past six years, and analysts predict sales will reach $150–$200 billion in the next several years. It’s clear the DTC trend has hit critical mass, and everyone wants a piece of the pie—including the supplement industry. Although digitally native brands are still enjoying double-digit growth, the days of their domination of DTC e-commerce may be coming to an end as legacy brands ramp up their presence. What does this mean for supplement brands trying to succeed through the DTC channel?
Article
A Brand Strategy Perspective on the New FTC Guidelines
Pure Branding founder and CEO Yadim Medore was recently interviewed by The Wall Street Journal about the refresh of the Federal Trade Commission guidelines for advertising health-related products. This is the first time in 25 years the FTC has updated its guidelines since its 1998 “Dietary Supplements: An Advertising Guide for Industry.”
Article
10 Tips for Supplement Personalization Success
Does this sound familiar? A new product experiences year over year dramatic growth relative to overall supplement market growth. The product is dominated by those who pioneered it at first, but then every supplement company wants in. So is supplement personalization the new CBD?