Physician’s Choice CPG Brand
Positioning a High-Growth Supplement Brand Through Strategic Storytelling, Content, and Omni-channel Campaigns
Brand Strategy | Content Strategy | Product Launch | Influencer Marketing
Elevated the brand with “edutainment” and credibility. Helped the company strengthen consumer trust, guide purchase decisions, and outperform aggressive sales goals on Amazon.
Year
2025
Client
Physician’s Choice
Physician’s Choice is the #1 selling probiotic brand on Amazon, with products available DTC and in retail stores, including Walmart, Target, CVS, and Sam’s Club. From their point of view, whole-body wellness starts in the gut, and they want the whole world to know it. In addition to multi-strain probiotics for general and targeted support, their product line up also includes digestive enzymes, fiber, ashwagandha, collagen, and biotin.
Physician’s Choice is committed to transparency, third-party testing, and evidence-based product development. They bring products to market in collaboration with a Scientific Advisory Board.
Company Overview
The Challenges
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The world of vitamins, minerals, and supplements (VMS) is flooded with brands — many offering similar claims and ingredients. Consumers are often overwhelmed, skeptical, or unsure how to choose what’s right for them.
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Multiple rebrands in a short period of time led to inconsistencies in logo, packaging, and product representation. This had financial repercussions and very likely weakened consumer brand recognition.
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The phrase “Doctor Approved” had historically been used to highlight input from the company’s Scientific Advisory Board, but it created confusion and potential compliance risk. There was a need to clarify the real, valuable role these experts played without overstating it.
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Because the brand relies heavily on content creators, affiliates, and influencers, there was a pressing need to guide promotion strategy, making sure that it followed strict guidelines from the FDA and FTC, while still feeling personal, compelling, and on-brand.
The Strategy
& Solutions
This multi-part project focused on building a clear, credible, and conversion-driven marketing foundation that could scale across all channels, without compromising compliance or brand consistency.
Crafted a credible, human-centered brand narrative around “Developed With Doctors”.
Created clear product pathing to help consumers choose the right product with confidence.
Unified visual identity across brand touch points.
Created scalable, compliant content systems.
“We believe that when it comes to your health, you deserve the best — not just what’s trending, but what actually works. That’s why every product we make is developed with our team of doctors, and designed for real life.”
Developed
With Doctors
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We emphasized credibility by reframing from “Doctor Approved” to “Developed With Doctors” in our messaging.
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The phrase “Doctor Approved” had created a false sense of medical endorsement. In the supplement industry (which is loosely regulated) this could easily be interpreted as misleading. We needed to course-correct before it impacted consumer trust or regulatory compliance, and also find a stronger way to differentiate the brand. “Developed With Doctors” allowed us to publicly clarify the role of the Scientific Advisory Board, while elevating the brand’s credibility in a category that’s often unregulated and hype-driven.
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Woven into every PDP, Amazon listing, product package, and influencer brief
Influenced the visual tone of new creative (e.g., professional + approachable aesthetic)
Became the anchor message in consumer education content and TikTok creator videos
Provided a compliant, consistent, and consumer-first story across all channels
Pathing to the Right Product for Her
With so many probiotics and digestive supplements on the market, consumers didn’t always know which product was right for them. Confusion leads to cart abandonment, decision paralysis, or worse lost sales to a competitor.
We started with “Help Her Choose” product pathing — a framework for internal use that explained when, why, and for whom each product was best suited. It simplified the decision tree by mapping real lifestyle scenarios (stress, bloating, mood, diet) to specific products and probiotic strains.
Product-Focused Guides for Content Creators
Physician’s Choice heavily relies on a network of affiliates, influencers, and content creators — particularly on TikTok Shop, where creator-led content is the #1 driver of GMV. But supplement promotion is subject to strict guidelines (no disease claims, must-have substantiation, etc.). Without clear guardrails, creators risked legal violations or watered-down messaging that didn’t convert.
What we did
Partner with the Creative and Regulatory teams to develop beautiful, thoughtful content playbooks that ultimately helped content creators:
Highlight benefits without making unsubstantiated claims
Use approved product language and features
Stay on-brand with tone, call-to-actions, and product pairings
Understand when and how to mention the “Developed With Doctors” narrative
Impact
Content from these creators showed month-over-month growth on TikTok Shop GMV, thanks to better conversion rates, clearer messaging, and fewer regulatory missteps.
60 Billion Probiotic Content Guide
Digestive Enzymes Content Guide
Bloat + Gas Content Guide
Women’s Probiotic Content Guide
Mood Probiotic Content Guide
Fiber + Probiotic Content Guide
Record-breaking Amazon Prime Days
This year, Amazon expanded Prime Day from its usual 2-day format to 4 full days — creating both opportunity and uncertainty. With an extended timeline, margin pressure, and shifting platform policies, we were operating in uncharted territory.
I led the strategy and execution for this fully integrated campaign, aligning brand, performance, creator, and CRM teams under one objective: exceed 2024 results while maintaining margin and converting both early and late shoppers.
Objectives
Increase total sales, units sold, and AOV
Maintain contribution margin across a longer event
Use creator-led content and education to drive purchase confidence
Adapt daily to real-time trends in sales, CPC, and deal visibility
Tactics
1. Educate Early, Before the Rush
Updated Amazon storefront messaging and “Help Her Choose” content
Email and social teasers promoting bundles and new product launches
Product comparison assets to reduce buyer friction on Day 1
2. Drive Day 1 Urgency With Creator-Led UGC
Equipped TikTok creators and affiliates with Prime Day sales playbooks
Focused on high-converting UGC with CTAs to "Add to Cart Now"
Highlighted stackable deals and value messaging to drive conversions quickly
3. Sustain Sales Through Days 2–4
“Last chance” messages and FAQ-driven content across CRM and social
Daily PPC optimization based on intraday performance
Creator refreshes to re-energize interest and address objections
Tight coordination with retail ops to manage pricing and listing suppression
We didn’t just show up,
we stood out.
Results & Impact
Total Sales increased
Units Sold increased
AOV increased
Contribution Margin increased
Avg Daily Revenue increased
YoY Revenue Growth +109% vs. 2024
Day 1 YoY Growth +31% vs. Day 1 last year
Top Sales Days All 4 ranked in PC’s top 6 ever
CPC dropped across the 4 days
ACOS improved
SMS and email contributed strong CTR and incremental revenue
