Are you worried about the potential legal implications of content marketing for supplement brands? Has it kept you from launching social media marketing or other initiatives for your health and wellness products? We’re here to fix that.
Whether you’ve just started a business or began revamping your marketing strategy, we have nine tips to help you stay FDA compliant and meet disclosure. All while maintaining engaging content for your audience, of course.
1) Use Disclaimers
Okay. This one is a no-brainer, but super important. Disclose, disclose, disclose! Make every disclaimer visible, clear, and stated with the first mention of anything legally murky. Most trusted supplement brands feature this FDA compliance statement on every website page: “These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.”
Supporting messaging usually complements disclaimers too. This encourages customers to talk to their doctors and healthcare providers before adding something new to their diet. Err on the side of caution and compliance and you should be okay.*
2) Avoid Claims Unless Backed up by a Medical doctor
Humans love to come to their own conclusions and share ideas. So do your supplement company’s lawyers. Encourage this type of engagement by posting studies. Due to the fact that you cannot make medical claims unless you have a medical doctor’s license, you should instead use studies to showcase information in an unbiased manner. We’ve noticed that linking to studies generates even more interest in your products as people chat online and try to convince others that your supplement contributes to their overall health. As always, use footnotes, and link to your sources.
3) If You Use Influencers, Make Sure They Have Disclaimers Too
Make sure your brand ambassadors or influencers disclose your partnership. Readers trust influencers because they seem more like a friend and less like a celebrity. Often times, they have followed them for years and trust their recommendations. It’s in everyone’s best interest to stay honest with a #ad or a subtle “thank you sponsor.”
4) Be Transparent
Supplement brands should keep consumer health top-of-mind. And, at the end of the day, the FDA regulations exist to protect consumers. Because of this fact, brands must list potential side effects and stick to on-label benefits. In order to have room for all of that information, use blog posts and longer videos.
5) Use Authentic, User-Generated Photos of Products
People want what others have. Be creative and inspire a user-generated photo campaign with a hashtag. Or, take photos and videos of customers using your product (with their consent, of course). This is the easiest way to create effective content marketing for supplement brands. Sure, product images have their place, but keep that place on your website and sparingly throughout your social media. That way, you’ll work on building relationships instead of coming off as overly salesy.
6) Leverage User-Generated Reviews
Because you can’t come out and say, “Our pills cure x,y,z,” you should encourage people to buy your nutritional supplements in a different way. Find people who tag you on social media, and repost their content. While this isn’t a paid influencer relationship, you can tap into their following and up your exposure. Plus, loyal and passionate customers love being featured on their beloved brand’s social media or website. It’ll help you build relationships while marketing your product in a safe and responsible way.
7) When in Doubt, Listen to Your Gut
While we like getting good old fashion letters in the mail, warning letters from the FDA aren’t cute. Even after studying compliance requirements, you may feel a little uneasy about the gray area. We suggest that you stick to the points you know. We’ve listed many simples ways to maintain FDA compliant content marketing for supplement brands. If you feel hesitant about a way someone portrayed your product or something an influencer said, pull it.
8) Be Careful With Your SEO Usage
SEO is tricky. While mostly hidden, it can still get you in trouble. That’s right, you may have to pass on great keyword phrases because they are illegal! Sad, we know, but keep your chin up. You will still reach people if you focus on the benefits. Words like, “comfort,” “health,” “support,” work well in key phrases. Just avoid phrases that use medical claims and anything you wouldn’t feel comfortable publishing on your website.
9) Keep it Engaging
Rules and regulations? Side effects? Can you cut through that noise and still delight customers with content marketing for supplement brands? That’s a yes.
Engagement and quality content all comes down to tactics, embracing your branding, and using your loyal customer base to build momentum for your supplement company. Think fun, short informational videos. Perhaps run a contest where viewers can answer trivia and win a prize. When in doubt, do a hashtag campaign. Not only will these content marketing strategies encourage your customers to engage with your content, but they will also learn more about their overall health along the way. And when you give your customers something they want and need without overtly asking for something in return, they’ll reward you for it with loyalty and sales
With millions of people actively searching for ways to live healthier lives, your ability to market these products with FDA compliance can pay off big time. We hope you will use these tips to create legal and safe content that customers love and use to their benefit. If you have any questions along the way, we’d love to help!
*Witty Kitty does not provide legal advice, just marketing wisdom to help steer you in the right direction. Please consult a lawyer for disclosure and compliance issues. (True advice on how to add your own disclaimer to your website!)