How savvy companies promote health and nutrition products with PR

Producing a best-in-class natural product is half the battle. The other half is reaching and teaching the market that your product exists, is better than the competition, and that they desire it more than the money in their wallets. Media Relations Agency has specialized in health and nutrition marketing for more than 30 years.

Our customer-centric Pay Per Interview Publicity® pricing model has shaped our culture: We’ve learned how to maximize results because we’ve always got some skin in the game. We only get paid for results. That’s made us truth tellers. And here are some truths about using PR in the health and nutrition industry.

Every three to six months, there’s been an amazing “overnight success” story in this industry. For example, you may see a product take off after being showcased on The Dr. Oz Show or discussed by a leading blogger. From the outside, it appears that all you need for a viable business is a few key influencers saying favorable things about your product in the media.

But the truth is that a few great media placements won’t build your market. Sure, we can all point to cases where it appears that’s exactly what happened. But there’s almost always a behind-the-scenes story in which the promotional mix channels have been actively populated for many years. When the key influencer finally latches onto the product’s story, the market is primed and ready. What the rest of us witness as a one- to two-year phenomenon has actually taken five to ten years to create. That’s our job at Media Relations Agency.

We’ve helped hundreds of companies with the process of reaching and teaching their primary market segments at the right time, using the right channels with the right messaging about their products. Time and again, our publicity successes – supported by trusted marketing advice – have helped build clients’ products and ingredients into highly profitable, well-known brands.

Our natural products clients often have multiple audiences for the same initiative. Understanding the dynamics within each promotional mix channel helps us fine tune our messaging, our messengers and other elements of our approach. This is the best way to ensure that each audience is receptive to learning about these products. It also helps us build layers upon layers of positive, informative media stories. It’s essential to start building awareness and credibility by getting your product into as many relevant conversations as makes sense.

This brings up another important consideration for the health and nutrition industry: legal and regulatory guidelines. Your entire creative team must know what can be said about the physical product and what can be said to the market.

I’ve seen health and nutrition companies spend most of their time with outside agencies trying to explain their legal and regulatory guidelines. This wastes precious time and resources in the creative process. These companies also spend more money having their legal and regulatory team review and edit copy that should have been cleaner to begin with.  

Working with a creative team that is focused on the dietary supplement and health space means they already understand what can and can’t be said. As a bonus: It becomes clear to regulators that you are working within their guidelines.

Good things happen when there’s not a panicked rush to make them happen overnight. Your PR campaign must be rooted in realistic expectations. We develop long-term relationships with our health and nutrition clients. I welcome the opportunity to talk with you further about potentially working together. Call 952-697-5210 or click here to request your free consultation with me.

Written by Mike Danielson

Mike is a visionary and a trusted marketing mentor for many well-known companies within the health and natural products industries. He has an impressive mastery of marketing. He thrives on using his 30 years of experience and good instincts to manage campaigns that have measurable impacts on clients’ bottom lines. Focused and driven, Mike excels at client service and creative development. “I try to help everyone equally. Some will become clients and even long-term friends.” Many also benefit from his extensive connections within the health and nutrition industries. Clients who work with Mike typically comment about how much they learn from him. Mike comments, “I enjoy teaching people how to use solid marketing principles vs. a gut feel when selecting promotional channels. I’m willing to spend long hours helping navigate through all of the other actions that comprise a well-integrated marketing campaign.” Faced with any obstacle, Mike will fight for a win. He admits, “I get nervous if there aren’t barriers to accomplishing goals.” His cause for celebration is when his team’s hard work pays off in great earned media coverage, long-term client relationships and referrals.

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