Because we specialize in the health and wellness industry, we know our clients in this niche face unique challenges. One of the biggest is producing FDA-compliant health and wellness content. Whether you post to Instagram, Facebook, and Pinterest or to your business blog, your content must comply with strict FDA and financial institution regulations. And it must provide an engaging and valuable experience for our clients’ target audiences.
If you’re having trouble marketing CBD, nutritional supplements, and/or other health and wellness products and services, we’re here to help. Here are seven tips to assist you with producing FDA-compliant health and wellness content that’s interesting—and legal.
1) Always Use Disclaimers
Whenever you talk about supplements, products, or services, you need a formal disclaimer. It also never hurts to preface any medical topic by telling your readership to consult a doctor before trying your products. This is especially true if your customers are pregnant, nursing, or taking medication that new supplements can interfere with.
2) Never Recommend Anything
Unless you’re an M.D., you can’t outrightly recommend a homeopathic product. However, you can get around this with careful messaging. For instance, instead of saying, “We recommend so-and-so supplement,” say “We use so-and-so supplement every day and love it!” Subtle word changes can help keep you safe from breaking FDA compliance or finding your business in legal troubles. Here are some CBD brands that do this well on Instagram. Here are some more content marketing tips for cannabis and CBD.
3) Avoid Medical Claims Like the Plague
The words “treat,” “prevent,” “cure,” and “reduce” are like George Carlin’s seven words you can never say on television—but for the health and wellness world. These words are absolute no-nos in alternative medicine marketing. That’s because legally speaking, drugs are the only things that can cure, prevent, and alleviate symptoms of a disease or condition like arthritis, the flu, or high cholesterol. Instead of using these legally precarious words, opt for language like help, promote, and support instead. We also recommend always saying “can” and “may” before any statements, too.
4) Stick to Conditions Instead of Diseases
While you may see a trend in selling certain products or services to customers who have cancer, Crohn’s Disease, or diabetes, you can’t connect your products to these diseases. Instead, stick to talking about conditions that aren’t disease-related like stress, fatigue, or hot flashes. Then, discuss how your products can promote overall health. Here are some brands doing this well on Instagram. Here are some tips to source better images for your health and wellness social media channels too.
5) Use Studies
We said it before and we’ll say it again, you cannot make medical claims unless you have a medical doctor license! However, you can use studies (direct from the source) to showcase information in an unbiased manner. For instance, we often use studies from reputable universities and medical journals to communicate the medically proven benefits of medicinal mushrooms. Use studies that have been published within the last three years for relevance and accuracy.
6) Use Hashtags and CTAs Wisely on Instagram
A lot of health and wellness clients—especially those selling anything containing CBD or medical cannabis—can get blacklisted from social platforms like Instagram and Facebook if your CTAs come off too salesy (since these products are legally murky). Stick to call to actions that don’t overly sell a product so your social media accounts and progress don’t go up in smoke.
Protect your content from getting blacklisted or devalued by carefully choosing your hashtags too. Never post the same hashtags over and over again or in the same order—as that can set off a red flag with social media channels’ algorithms—especially Instagram.
7) Focus on Education
Think of your health and wellness social channels as an educational hub—where people who know nothing or a lot about supplements, herbs, and homeopathic products can find educational tips. If you were new to this world or passionate about it, what would you want to know? To create more engaging and strategic content overall, take a look at our guides for Instagram and Twitter. Here are some ideas for social media posts too.
8) Be Careful With SEO
Did you know, you can get into trouble depending on which keywords you use in your health and wellness SEO? That’s right. Don’t use any keywords tyou wouldn’t publish on the front end of your website—or in your social media ads or PPC campaigns. Here are more tips for SEO for CBD brands that apply to all businesses in the health and wellness industry too.
The health and wellness industries have an incredible opportunity to connect with customers in the digital world because millions of people are actively searching for ways to live healthier lives. Don’t miss out on the conversation because you’re nervous about FDA and financial compliance. Instead, use these tips to create FDA-compliant health and wellness content that customers love. Have questions? Get in touch!
Editor’s Note: This post was originally published in May 2018. It’s been updated for accuracy and the latest tips and stats.