Part 1: FDA Restructuring and FTC Activity
Part 2: Supplement Access, Safety, and CBD
Part 3: Communication, Education, and Trust
Part 4: Advanced/Advancing Technologies and Research
Part 5: Advocating Best Practices
Part 6: Business Trends and Innovation

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NW: Public health agencies like FDA are struggling with credibility issues and are focused on combating “misinformation.” Meanwhile, nutrition science is constantly evolving, and interpretation of new studies often leads to confusion. People say they trust their doctor yet often follow friends, trends, and influencers on social media. We know trust is hard earned and easily lost. How do you suggest companies get a hold on this complex and challenging environment?

Loren Israelsen, President, United Natural Products Alliance (UNPA): Public confidence and trust in government has eroded for years now. More recently, FDA has seen a significant loss of public trust. The reasons are many. Is FDA a pawn of big food, pharma, vaccines, etc., or is FDA fundamentally an honest, hard-working agency that is overworked and which communicates poorly with the public, leaving consumers to think what they will? More likely, we have entered an age of multiple and competing voices, surrogates, and influencers, all powered by social media and news on demand. FDA’s decision to use the Reagan-Udall Foundation as the surrogate voice is, to me, throwing another log on the fire.

What people want is prompt, clear, and open communication from FDA on how and why they came to the decisions they have with respect to approving drugs, establishing food safety, and managing pandemics. Another surrogate voice is hardly the answer, as I see it. And a word of warning to our industry. Should we fail to meet the consumer’s expectation of openness and integrity, we, too, will suffer the same fate as FDA: less
consumer confidence.

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“By focusing on education and transparency, companies can contribute to a better-informed public and healthcare community in the ever-changing world of nutrition science.”

— Karen Todd, Kyowa Hakko U.S.A

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Karen Todd, RD, Vice President Global Brand Marketing, Kyowa Hakko U.S.A., Inc.: First, education is the key to healthcare professionals and consumers learning about the ever-changing world of nutrition science. Ongoing education and training for healthcare professionals focused on doctors, nurse practitioners, dietitians, pharmacists, and naturopathic physicians will help them stay up-to-date with the latest research and evidence-based practices in nutrition.

Create authoritative content and foster partnerships with healthcare providers to ensure access to accurate information. Companies should also leverage social media responsibly, actively engaging to counter misinformation and promote critical thinking. Additionally, support scientific research, be transparent about information sources, and comply with regulatory guidelines to maintain trust and credibility.

Secondly, we should empower consumers with accessible, credible resources for nutrition information. Develop user-friendly apps or websites and advocate for improved understanding. Engage with influencers and trendsetters who align with evidence-based nutrition, encouraging responsible information sharing. Establish feedback mechanisms for consumers and healthcare professionals to report misleading information and act on feedback promptly.

By focusing on education and transparency, companies can contribute to a better-informed public and healthcare community in the ever-changing world of nutrition science.

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“The evolution of science in relation to social media is definitely resulting in disconnected messaging to a growing audience, especially when it comes to younger people.” 

— Karen Howard, Organic & Natural Health Association

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Karen Howard, CEO, Executive Director, Organic & Natural Health Association: The evolution of science in relation to social media is definitely resulting in disconnected messaging to a growing audience, especially when it comes to younger people. We all have an obligation to actively engage on social media platforms and share our knowledge and expertise in digestible “chunks” that address the misinformation floating around the internet.

My recommendation is that companies spend more time creating a completely transparent persona that can serve as adjunct to any ad campaign or transmission of expert opinions. I suspect AI will be the best tool for addressing this issue in the future. 

Sheldon Baker, CEO, Baker Dillon Group: The nutraceutical industry has woefully lacked in developing a concentrated and ongoing educational and information campaign to help consumers understand that the supplement industry is indeed regulated and has ingredient traceability from reliable manufacturers. A detailed system of documentation that is updated to reflect additional new risks in the supply and manufacturing change would also be helpful to convey to consumers.

Not everything discussed in social media circles about supplements is true, which is otherwise known as an over-saturation of news and information. A concentrated, ongoing, consumer promotional campaign targeted to various buyer categories—for example, women, men, and sports nutrition buyers—with a different trusted spokesperson for each, would, I believe, begin to build greater credibility for the supplement industry.

Amy Summers, Founder and President, Pitch Publicity and INICIVOX: Companies must actively engage in relevant conversations on platforms where consumers seek information. Adopting a proactive communication strategy is essential, involving the incorporation of trusted third-party experts like doctors, pharmacists, and nutritionists to educate consumers.

Consider this scenario: If you aim to spread a message about the love of Jesus but find that your audience frequents bars rather than churches, it would be foolish to persist in delivering the message of Jesus solely in a church setting. To ensure your message resonates, you must venture into the places where your audience gathers, such as bars in this example, and enlist the support of someone they trust. This timeless communication challenge requires a continual awareness of where your audience is most receptive to your message.

For example, if your target audience is engaging with content on platforms like TikTok, it is imperative to meet them there and deliver accurate information tailored to the platform. By adapting to the preferences and habits of consumers, companies can authentically and effectively communicate their messages in an ever-evolving digital landscape.

NW: How should companies view and manage the relationship between science and marketing? How should these departments interact, communicate and collaborate?

Karen Todd: Companies should view the relationship between science and marketing as a symbiotic partnership, with both departments working closely together to deliver accurate and valuable information to consumers. At Kyowa Hakko this collaboration is driven by understanding of consumer interests and desires rather than mere necessity.

Science provides the foundation for product claims, ensuring they are evidence-based and credible, while marketing uses this scientific information to create compelling and consumer-centric messages that resonate with the target audience. Frequent interaction, open communication, and a shared commitment to transparency are essential for this synergy to thrive, ultimately fostering trust and delivering products that meet both consumer expectations and scientific standards. Our science and marketing teams meet weekly to review materials, claims, and plan out new strategies.