Consumer trust is everything in the dietary supplement industry. In this highly scrutinized and overly crowded space, one bad review, rumors of a recall, and misleading health claims can quickly spiral into full-blown crises, damaging your brand’s reputation, and bottom line.

Worst of all, crises today aren’t just limited to the news cycle, they unfold across multiple platforms, requiring a coordinated response across traditional media, social media, and direct customer engagement.

High Stakes for the Dietary Supplement Industry

Due to the unique intersection of health, science, regulation, and consumer perception, supplement-related crises are unlike other industries. When information becomes public about a potential public health risk surrounding something we eat, the media and social response is emotionally charged and misinformation leads to a visceral response. These scenarios are amplified and accelerated when they involve vulnerable populations or imply widespread public health.

The dietary supplement industry operates under strict guidelines set by organizations like the FDA, USDA, and international regulatory bodies, and negative publicity and social commentary, even if it is misleading or wrong, can lead to legal consequences, fines, and increased government oversight. The risk goes beyond just losing customers; companies could lose their ability to sell certain products altogether.

For supplement companies, the stakes become even higher when they need to navigate legal frameworks, compliance challenges, and the potential loss of certifications, licenses, or product approvals.

Planning Ahead

In this context, a crisis plan for dietary supplement companies must be comprehensive and adaptable. It involves communication tactics to manage public perception and proactive measures to ensure product safety, legal compliance, and transparency with consumers. Within the plan should be accepted policies for how and when to communicate to internal and external stakeholders, including what to say on social media. 

During a crisis, many companies face decision paralysis, resulting in delays in their decision-making process. Having policies in place will allow companies to take immediate action to ensure that their products continue to meet regulatory standards while addressing consumer concerns. And, having pre-approved communications materials ready to be customized is key to acting quickly and thoughtfully when an issue arises. These assets need to be approved by legal, regulatory, and PR teams to mitigate the risk of regulatory penalties or operational shutdowns. 

The best time to plan for a crisis is before it happens. Schedule the necessary meetings with outside legal counsels, insurance companies, and communications firms so that time is not wasted trying to interview vendors during the first few hours of the crisis. Hold training sessions with employees on crisis protocols so everyone knows their role and responsibility during a crisis.  

Measured Responses

When a crisis emerges, companies must balance responding quickly with responding authentically. If possible, acknowledging the issue early, even before a full resolution is in place, shows accountability and a commitment to consumer safety. Brands that try to downplay a situation or shift blame often face even greater backlash. Instead, owning up to mistakes and clearly outlining corrective actions can rebuild trust. 

Although speed is essential, the message must be thoughtfully and carefully constructed around facts and data. Delays or silence can escalate the situation, while a rushed, ill-prepared response can create confusion. 

Third-party relationships are pivotal when responding to a crisis. Call upon any allies that may be able to help, which includes trade associations, social media influencers, and if possible, friendly journalists. These trusted partners can assist in disseminating accurate information, shaping public perception, and providing a credible voice during turbulent times. Leveraging these connections can help mitigate the crisis and reinforce the company’s commitment to transparency and accountability. 

After the dust has settled, take stock of the situation and assess the effectiveness of your response. This reflection is crucial for learning from the experience and strengthening your crisis communication plan for the future. It’s also important not to rush back to normalcy but to take small steps to show that the company is moving forward and will rebuild any lost consumer trust. 

Commitment to Health and Safety  

Ultimately, crisis communications require a proactive approach that balances transparency, scientific accuracy, and responsiveness. Nutrition and supplement brands that handle crises effectively don’t just recover, they often emerge stronger, demonstrating their commitment to consumer health and safety.

By taking advantage of peacetime to perfect crisis communications plans and processes, and utilizing plans to respond swiftly to challenges, companies can maintain public trust in an ever-evolving landscape.

About the Author: Meghan Tisinger is Managing Director at Leidar, an international communications agency. She leads the Health and Wellness practice and works with clients across the nutrition, fitness, and healthcare to develop strategic communications, crisis preparation, advocacy, and media relations campaigns.