Articles by Yadim Medore
Looking Beyond Generations for Consumer Insights on Supplements
Although you’ve probably heard otherwise in the media, let’s start with the obvious: not all Millennials are alike. And yet, time and time again we are asked by dietary and herbal supplement companies, “What do Millennials want?” This question often comes from the mindset that Millennials act as a single group. It’s like asking, “How ...
The ROI of Transparency
During the past 10 years, organizational transparency has become an increasingly important idea for companies conducting business in the United States. In the world of dietary supplements, functional foods and beverages, promoting transparency is a critical component of any brand and also of ingredient suppliers. But what we have learned from our research and our ...
Why Successful Supplement Brands Don’t Lead With the Science
Science is critical, but when everyone is making the same claims, science becomes the cost of entry—and just noise to the consumer. If there is a single rallying cry I’m helping our clients in the dietary supplement space get on board with, it’s “Don’t lead with the science!” I speak about this topic from a ...
Overcoming Confirmation Bias for Natural Products Brands
There is a danger in confusing anecdotal data for truth. Many times, I’ve heard people in the natural product industry or in integrative medicine talk about their personal experience as though it’s universal. Decisions are made based on the subjective experience of those who happen to be decision makers, as though that makes them super ...
The Top 12 Mistakes Supplement Brands Make
From startups to established brands, here are the 12 patterns we’ve seen supplement brands falling into over the last 20 years. From years of working with leading dietary supplement brands, we know these are the hard truths you face. While each company has its own unique set of challenges, there is more commonality than difference. Established leaders, ...
Direct-to-Practitioner Supplement Companies: Patients Don’t Care About Your Brand
We all know how important a brand is for creating trust, loyalty and awareness for your company, but I’m about to tell you something surprising—your brand does not matter to the patients who take your supplements. I bet you never thought you would hear that from the CEO of a brand and marketing agency, right? ...
Storyshowing vs Storytelling in Natural Products Transparency
If you’re like me, you find yourself at a lot of industry events and meet a lot of people. You exchange names, job titles and stories. You laugh. You bond. You leave. At the end of the day, you’ve made some new friends. After so many events over the lifetime of your career, which of ...
You Should Fear Transparency (But Not for the Reasons You Think)
It seems like everyone and their CEO is talking about the Big T (transparency), but few companies are actually taking steps to become genuinely transparent brands. Yadim Medore explains why.
Branding and Marketing Homeopathic Drugs: The New Normal
As homeopathic drugs face mounting pressure to adhere to strict new FTC enforcement guidelines, Yadim Medore shares his thoughts on how to successfully market homeopathic brands within this new regulatory landscape.
Why Are Supplement Companies Underrepresented at Esca Bona?
Yadim Medore analyzes why supplement companies made up such a small portion of the participants at Esca Bona 2016. He investigates the divide between food and dietary supplements, and shares a list of supplement companies that are taking meaningful action to right the state of our food system.
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