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The 12 Most Common Supplement Branding Mistakes

From years of working with leading dietary supplement brands, we know the hard truths you face. While each company has its own unique set of challenges, there is more commonality than difference. From startups to established brands, here are the 12 patterns we’ve seen supplement brands falling into.

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Five Tips for Launching a Thriving DTC Supplement Brand This Year

Ten years ago, the first successful direct-to-consumer (DTC) supplement brands – like Ritual and Care/of – were launched in a landscape that is markedly different than today. How can entrepreneurs succeed within a shifting ecosystem where the cost to acquire and sustain customers is incredibly high? 

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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.

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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.
Transparency as TV series, not movie

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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.

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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?