Health and Wellness Marketing Agency for DTC and Supplement Brands

A health and wellness marketing agency has to grow sales for brands whose ads, product pages and creator content are judged twice: once by customers and once by regulators and ad platforms. Supplements, functional drinks, sleep and recovery products, fitness equipment and wellness apps all sell on promises about how people will feel. The FTC requires those promises to be backed by evidence, Meta and Google review them, and a single claim can take down an ad account or a Merchant Center feed.

95 Solutions runs paid social, search, email and the store itself for direct-to-consumer wellness brands. Most wellness brands are ecommerce businesses first, and ecommerce is where our in-house experience comes from: our founder has run marketing inside a US fashion brand since 2016, and our team co-builds software for Shopify and WooCommerce stores. We have not published wellness case studies, so this page explains how we would run your marketing, with claims, disclosures and tracking planned in from the start.

Services for Health and Wellness Brands

Wellness brands usually need the same core ecommerce channels as any DTC store, adjusted for claim rules and subscription economics:

As a health and wellness ecommerce marketing agency we treat these as one plan with one budget, because a creator video, the product page it links to and the replenishment email that follows all decide whether a customer is profitable.

How Wellness Customers Decide What to Buy

Wellness purchases are personal, repeatable and full of skepticism. The journey usually runs through four steps, each with different channels.

A goal or a problem

It starts with a goal such as better sleep, more energy, recovery after training or gut comfort. People search ingredients and routines, watch creators on TikTok, Instagram and YouTube, and read articles. Organic content, creator partnerships and broad paid social reach people here, before they know your brand exists.

Comparing products

Buyers compare ingredients, doses, form, taste, price per serving, third-party testing and reviews, often on Amazon as well as your store. Google Shopping, comparison-friendly product pages, honest FAQ content and real reviews win this step. Brands that hide their supplement facts panel or testing results lose here.

The first order

First orders often come through an offer, a bundle or a subscription discount. Landing pages, product page clarity, quizzes that recommend a product and a checkout without friction all matter. Retargeting on Meta and Google catches people who compared and left.

Repeat and subscription

The economics of most wellness brands depend on the second, third and tenth order. Replenishment emails timed to supply, subscription management that is easy rather than hostile, and content that helps customers use the product consistently decide lifetime value. This is also where reviews and user-generated content come from.

FTC Claims, Platform Policies and Data Rules for Wellness Brands

Wellness marketing works inside a set of well-documented rules. These are the ones we plan around. We are not lawyers, and you should confirm claims, labels and regulatory questions with your own counsel or regulatory advisor before anything goes live.

Substantiating health claims

The FTC requires health-related advertising claims to be truthful, not misleading and supported by competent and reliable scientific evidence, as set out in its Health Products Compliance Guidance. That applies to ads, product pages, emails and what creators say for you. We keep a claims sheet for each product listing the approved claims and their support, and every piece of copy is written from that sheet.

Supplements: structure/function versus disease claims

For dietary supplements, FDA rules allow structure/function claims (such as "supports restful sleep") with the standard disclaimer that the statement has not been evaluated by the FDA and that the product is not intended to diagnose, treat, cure or prevent any disease, and the manufacturer must notify FDA of the claim. Claims that a supplement treats or prevents a disease are not allowed. This line affects ad copy, SEO content and reviews you choose to feature.

Endorsements, reviews and creators

The FTC's Endorsement Guides require clear disclosure of any material connection, including payment, free product or affiliate commission, and endorsements cannot carry claims the brand itself could not make. The FTC's rule on consumer reviews and testimonials, in effect since October 2024, prohibits fake reviews and buying reviews. Creator briefs, review collection and testimonials are all set up with these in mind.

Ad platform rules

Meta does not allow ads that assert or imply someone's personal health condition, restricts ads for weight loss products to people aged 18 and over and limits before-and-after imagery. Google Ads prohibits ads for unapproved substances, which includes a number of supplement ingredients, and disapproves misleading health claims, and the same rules reach Shopping through Merchant Center. Accounts with repeated violations can be suspended, so claim discipline protects the whole ad account, not only one ad.

Health data outside HIPAA

Most DTC wellness brands are not covered by HIPAA, but that does not make health data free to share. The FTC's Health Breach Notification Rule can apply to health apps and connected devices, and in 2023 the FTC took action against GoodRx and BetterHelp over sharing health data with advertising platforms. Washington's My Health My Data Act covers consumer health data in that state. For quiz answers, app data and sensitive product categories, we keep identifiable health details out of pixel events and audiences.

Our First 90 Days With a Wellness Brand

1. Margin, claims and account audit (weeks 1 to 2). We collect product costs, subscription mix and return rates, review ad accounts for past disapprovals, and build a claims sheet per product with your team. You get a list of copy and pages that need changes before more spend goes out.
2. Tracking repair (weeks 2 to 4). GA4 ecommerce events, Meta Conversions API with event_id deduplication and Google Ads conversions are checked against store orders. Quiz answers and health-related details are kept out of events.
3. Feed and product page cleanup (weeks 2 to 5). Merchant Center warnings resolved, titles and product types aligned with search terms, and product pages updated with supplement facts, testing information, usage guidance and FAQs.
4. Retention build (weeks 3 to 6). Welcome, browse and checkout abandonment, post-purchase education, replenishment and winback flows in Klaviyo, with SMS consent collected in line with TCPA requirements.
5. Creative and creator testing (weeks 4 to 10). Structured rounds of Meta and TikTok creative built from the claims sheet, plus a small creator program with written briefs and disclosure rules.
6. SEO plan (weeks 5 to 9). Collection and education pages mapped to ingredient, goal and format searches, written to inform without crossing into disease claims.
7. Quarter review (weeks 11 to 13). New customer cost, first-order margin, subscription take rate and early repeat rates reviewed with Mustafa, with a written plan and budget split for the next quarter.

Wellness Brand KPIs We Report

• New customer acquisition cost: what a first order costs across all paid channels, with brand search split out so it does not flatter the number.
• First-order contribution margin: revenue minus product, shipping, fees, discounts and ad cost on the first order, which shows how much you are paying to acquire a customer.
• Subscription take rate: the share of first orders that start a subscription.
• Repeat rate by cohort: how many customers from each month order again, tracked over the time your products naturally run out.
• Subscription retention: active subscribers by cohort over time, and the reasons people cancel.
• Marketing efficiency ratio: total revenue divided by total marketing spend, the check on what each platform claims.
• Ad and feed health: disapprovals, policy warnings and limited products, because an account in trouble cannot scale.

We set the baseline in the first month and report every number against it, not against industry averages.

Health and Wellness Marketing Pricing

For most DTC wellness brands, paid social is the largest line in the plan, so the main pricing reference is our Meta Ads management, charged as a flat monthly fee by ad spend band with a percentage of spend above the top band. Email, SEO and influencer work are monthly retainers with a 3-month minimum term, and tracking builds or store development are fixed-price projects. Cost depends on ad spend, how much creative you need each month, the size of your catalog, how many creators you work with and how much claim review your copy needs.

If you want paid social, email and SEO priced together, ask for a custom quote and we will send the full scope in writing.

Influencer and Creator Programs for Wellness Brands

Creators are often the strongest channel for wellness products, and also the most likely source of a claim the brand cannot support. A creator who says your magnesium "fixed my anxiety" has made a disease claim on your behalf. As a health and wellness influencer marketing agency would, we handle this with process rather than hope:

• Written briefs that list approved claims, banned phrases and the disclosure required on each platform.
• Content review before posting for paid partnerships, and a takedown or edit request process for anything that slips through.
• Clear tracking with codes or links, so creators are judged on new customers rather than views.
• Rights agreements for reusing creator content in paid ads, with disclosures kept intact.

Common Wellness Marketing Mistakes and How to Fix Them

• Copy written before the claims sheet. Ads and pages drift into disease language, then get disapproved or worse. Start from approved claims.
• Testimonials doing the claiming. Featuring a review that says a product cured something is the brand making that claim.
• Judging Meta on platform ROAS. Retargeting and existing subscribers inflate it. New customer cost and MER tell the truth.
• Discounts on every order. Deep first-order discounts plus a subscription discount can leave no margin to pay for acquisition.
• Hostile cancellation. Making subscriptions hard to cancel creates chargebacks and complaints, and the FTC has acted against difficult cancellation practices. Easy pause and skip options keep more customers.
• Quiz data in pixels. Sending quiz answers about health goals or conditions to ad platforms is exactly the kind of sharing regulators have targeted.

Choosing a Health and Wellness Digital Marketing Agency

When you compare agencies, ask each one these questions:

• How do you handle claims? You want a named process: a claims sheet, a review step and someone who says no.
• What do you manage to? The answer should be new customer cost, margin and retention, not followers or platform ROAS.
• Who has run an ecommerce P&L? Wellness brands live or die on margin and repeat orders. Ask who on the team has owned a store's revenue number.
• Can you ship store changes? Subscription setup, quizzes and product page tests should not wait on a separate developer.
• Who owns the accounts and creative? Ad accounts, Klaviyo, the store and creative rights should stay with you.

A digital marketing agency specializing in health and wellness should be comfortable telling you which claims to drop. If every claim you suggest is fine with them, keep looking.

In-House Team, Freelancers or a Health and Wellness Marketing Agency

Who Our Health and Wellness Marketing Fits

A good fit

• DTC supplement, functional food and drink, sleep, recovery and fitness brands selling on Shopify or WooCommerce
• Brands with a subscription or replenishment model that want growth measured on margin and retention
• Wellness apps and connected products that need privacy-aware tracking
• Founders who want claims handled carefully and accounts kept in their own name

Probably not a fit

• Brands that want ads built on disease claims or unsupported results
• Products with ingredients that Google or Meta classify as unapproved
• Businesses that want guaranteed ROAS or guaranteed sales

Clinics and practices should read our healthcare marketing agency page instead. Brands that also sell skincare should see our beauty marketing page, and every sector is listed on industries we serve.

When you are ready, request a free wellness store audit. We reply within one business day to book a short call, review your tracking, ad accounts and top product pages, and then send a written scope with the first fixes, the channels we recommend and the monthly cost.