Marketing Innovation
Your Supplement Rebrand is Not a Logo—It’s Change Management
Most supplement company CEOs don’t wake up thinking “we need a rebrand.” They wake up thinking “why aren’t we growing the way we should be?” The rebrand comes later, often as a proxy for something harder to name: stalled momentum, internal misalignment, or a sense that the organization has outgrown how it currently operates or ...
7 Transformations Shaping the Future of the HCP Supplement Channel
The health care practitioner (HCP) supplement channel is undergoing a profound shift. What was once a distinct, professionally insulated space has evolved into a more complex, hybrid ecosystem—one that challenges legacy assumptions and demands new strategies from both established and emerging brands. At Pure Branding, we’ve helped pioneer many of the brand and market strategies ...
Direct-to-Practitioner Supplement Companies: Do Patients Care About Your Brand? (An Updated Perspective)
Eight years ago, in 2017, I wrote an article for Nutrition Industry Executive magazine about how patients didn’t care about supplement brands. What they cared about was what their health care professional (HCP) recommended. At that time, patients were practitioner loyalists, not product brand loyalists. As someone who has been managing a chronic personal health ...
Shedding Light on the Supplement Customer Journey
Brands often reach out to us asking for marketing support and are eager to put media in the market to drive growth. They know they need to be on the big media platforms, but they often feel unmoored without a clear channel strategy rooted in a larger marketing mission. So many brands in our space ...
9 Things You Need to Know about the Post-Pandemic Supplement Consumer
Supplement sales are up year over year. More people than ever take vitamins, herbs and supplements on a regular basis. Post-pandemic life for supplement brands is great, right? The short answer is that it depends on what kind of supplement brand you are and how you engage with your target consumers. Like everyone else, the ...
Overcoming Confirmation Bias in Dietary Supplement Marketing
Supplement brands know they can’t utilize anecdotal health benefits without substantiating their claims. However, reliance on anecdotal data about how consumers view supplements is still prevalent. Often, we hear colleagues in the dietary supplement industry share their personal experiences as though they’re universal. We’ve also seen senior leadership make decisions made based on subjective experience, ...
Understanding the HCP Spectrum of Influence on Supplement Brands: From Vitalists to Pragmatists
Whether you are a supplement brand that sells directly through health care professionals (HCPs) or that sells directly to consumers, you need to know what influences HCPs’ supplement decisions and recommendations. Why is that? Interest and engagement in integrative health and medicine are expanding rapidly. Forty-nine percent of adults believe in the efficacy of many ...
The 6 Costs of Entry for DTC Supplement Brands
There is no question that growth in direct-to-consumer (DTC) business has exploded over the last decade. Many digitally native brands have disrupted their industries, demonstrating the power that comes with owning your customers’ experience. DTC e-commerce sales have tripled in the past six years, and analysts predict sales will reach $150–$200 billion in the next ...
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? Let’s hope not because, if managed well, the promise that personalized nutrition offers ...
Is Your Brand Still Relevant in the Ever-changing Supplement Market?
We pose this question about supplement brand relevance in the middle of a pandemic—at a time when sales of supplements are at all-time highs, and the issues for many companies center on maintaining inventory and protecting the supply chain rather than worrying about sales. In truth, supplements as a whole have never enjoyed such relevance ...
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