A health and consumer products company

Building compliance-aware brand and marketing programs for a consumer health company为一家健康消费品企业打造兼顾合规的品牌与营销体系

Campaigns that are compelling and review-ready, with regulatory review built into the calendar rather than added at the end.营销活动既有吸引力，又经得起审核；监管审阅排进日程，而不是最后才补上。

Health & Consumer Products健康消费品Client name withheld客户名称不公开

01 · Client background01 · 客户背景

The client关于客户

The client is a leading U.S. health and wellness company with an established consumer brand and a portfolio of nutritional supplement products.客户是美国一家领先的健康保健企业，拥有成熟的消费品牌和一系列营养补充剂产品。

02 · The challenge02 · 挑战

What was at stake面临的问题

In the U.S., what a supplement brand may say about its products is closely regulated. The company wanted fresher brand campaigns and stronger media presence, but creative work often stalled late in the process when claims went to review.在美国，保健品牌对产品能说什么受到严格监管。客户希望品牌活动更有新意、媒体声量更强，但创意工作经常在后期提交审核时卡住。

Marketing, PR and the people responsible for regulatory review needed to work from the same plan.营销、PR 和负责监管审核的人员需要按同一份计划协同工作。

Our approach我们的做法

Phase 1

Diagnose诊断

Reviewed the brand’s messaging, media presence and channel activity, and mapped how claims moved from idea to approval.梳理品牌信息、媒体声量和渠道活动，并理清一条宣传语从创意到获批的流程。

Phase 2

Design设计

Built a brand message house and campaign plan, and a review workflow that brings the client’s regulatory counsel in at the brief stage.搭建品牌信息框架和活动计划，并设计审核流程，让客户的监管律师在创意简报阶段就参与进来。

Phase 3

Implement实施

Delivered PR and content with DY Media and launched campaigns across channels, each routed through the agreed review steps.与 DY Media 一起交付 PR 和内容，在各渠道上线营销活动，每项内容都走约定的审核步骤。

Phase 4

Operate & scale运营与扩张

Maintained a shared calendar for campaigns, media moments and review deadlines so the teams stayed in step.维护一份共享日历，涵盖营销活动、媒体节点和审核截止时间，让各团队保持同步。

The impact项目成果

A repeatable path from creative idea to approved, publishable claim.从创意到获批、可发布的宣传语，有了一条可重复的路径。

A consistent brand story across advertising, retail, online and the press.广告、零售、线上和媒体上讲的是同一个品牌故事。

Regulatory review planned into the calendar instead of slowing work at the end.监管审阅提前排进日程，不再在最后拖慢进度。

Note说明

Legal advice in this engagement was provided by the client’s own regulatory counsel. HNW Consulting coordinated the workflow and does not provide legal advice.本项目中的法律意见由客户自己的监管律师提供。HNW Consulting 负责统筹流程，不提供法律意见。