Going virtual – Musings from our recent immunity and wellness virtual event

June 25, 2020

Two weeks ago, Trust Transparency Center, along with our collaborators, Whole Foods Magazine, entered the virtual conference space with our inaugural event, Taking Control of the Immunity & Wellness Market. We certainly weren’t the only ones trying to take advantage of increased audience time at home to engage with compelling content, or in trying to deliver insights into the topic of immunity and wellness.

We’re pleased with the outcome of this event. We strove to deliver top notch content in an engaging format. We also tried to tell a story with our event set up – starting with product on paper and the science to support it, moving ultimately to positioning in store and with consumers, enriching the experience along the way with great ‘all-star’ presenters such as Dr. Mark Hyman and Dr. Tieraona Low Dog. We tried to cover diverse aspects of the immunity/wellness story, especially relevant in the time of COVID-19, interspersed with data and insights such as that provided by Dr. Shelley Balanko from The Hartman Group, a panel on the microbiome, panels on omni-channel marketing and communicating immunity and wellness, and sponsor presentations ranging from nutrient science to clinical research and claims to aloe vera products.

I’m not going to do a complete review of the content in this piece. That is better depicted here, here, here, here, here and here. Instead, as is my wont, I will muse….

Suffice to say that Dr Hyman led off and Dr. Low Dog cleaned up, and in between we got well versed in all aspects and considerations of immunity and wellness.

A few other takeaways:

  • There is reams of high-quality nutrient and nutritional product science on immunity ranging from vitamins to minerals to mushrooms to botanicals to microbiome-modulating products.
  • Immunity is a huge contributor to overall wellness, but in this day and age, dealing with stress and anxiety is arguably as important.
  • More affirmation that probiotic blends often have the individual strains competing with each other and are therefore really not effective.
  • The theme of ‘immunity and wellness’, while well represented in products online, represents a huge multi-channel opportunity as stores open up and folks re-emerge. It’s complicated though, there’s so much information out there, much of it misleading and hyped, that meeting people where they really are has never been more critical. Also, and this came up in the omni-channel panel chaired by VMG’s Wayne Wu, folks are not going to be going into multiple stores sequentially to shop any time soon – or at least will do so only with reluctance. Being able to fulfill larger parts of their overall baskets has become an imperative.
  • I’ve always been a fan of the perspectives offered up by New Nutrition Business’s Julian Mellentin. Twice this year now I’ve heard him talk about fragmentation and communicating science. The challenge of communicating science is pretty well-known and often not well done, but the key point of the fragmentation issue is that despite the fact that we in industry know our topics and categories well, consumers really don’t. We frequently make bold assumptions that they are far more familiar with our products, what they are for, when to use them and what brands (ingredients and end products) they should buy. This education and connection gap represents significant missed opportunities, but also leads to the demise or lack-luster performance of products and categories. History is littered…..
  • There was a discussion led by Ivan Wasserman about recent regulatory activity against doctors making claims regarding coronavirus mitigation using supplements. The line, Wasserman explained, is commerce. Doctors in their patient relationships are allowed to both educate and suggest. When they also sell, that’s over the line.
  • Timing and dosing matters, as we were told by AIDP’s Dr. James DiNicolantonio. He was speaking about nutrients like vitamin C and zinc specifically, and the significant body of science that dealt with effective dose and timing of dosing to achieve maximum impact. He also spoke about the need for copper supplementation to support zinc supplementation.
  • Magnesium is an under-rated powerhouse – why are we not seeing more noise about it, especially as the general population is likely taking more meds hence more drug induced nutrient depletion?
  • So many Amazon tools. Enabling businesses built on enabling businesses, built on, you guessed it, enabling businesses…..
  • To conclude, not sure when the opportunity to deliver compelling virtual events subsides, if ever. It does seem as though some folks are building up backlogs of content to take in. it means though, as it should, that the bar keeps on rising, both in event platform as well as content quality.
  • I’m looking forward to our next event on sustainability August 26th and 27th . We’ve built ourselves both a challenge and opportunity given the diversity in audience we are trying to reach and educate and the standard our first event has set.

Until next time.

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Lori Diez

Lori Diez combines compassion and excellence to lead organizations to their next level. A small-town Texas childhood taught her the value of hard work and relationships, which she uses to foster teamwork that brings results that have transformed cultures and programs to their highest potential. Her successful career in pharmaceutical and nutraceutical sales leadership and event hosting has prepared her to deliver results as the COO of TrustTransparency, where she uses her industry knowledge to ensure that the company’s operations run smoothly as they support nutraceutical companies in their mission to help others. Lori’s passion for charity reflects her belief that individuals working together can change the world, no matter how small their contribution to the effort. This year, she looks forward to continuing over a decade of service at the Houston Livestock Show And Rodeo, where she will be the Chairman of the Livestock Committee.

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Glynnda Steinford, Trust Transparency Consulting’s Director of Customer Relations, brings over four decades of healthcare experience to her vital role in client engagement and relationship building. Her diverse background spans from administering medical groups to impactful stints in pharmaceutical and nutraceutical sales, all underlined by her degree in Healthcare Administration.

At the heart of Glynnda’s work is her talent for nurturing long-term connections, a skill she leverages to enhance client experiences and partnerships within the consultancy. Beyond her professional commitments, she enjoys life’s simple pleasures, whether it’s her love for cats and cooking or her ventures into golf, always prioritizing cherished moments with family and friends. Her personal interests echo the dedication and warmth she extends in her professional network, making her an invaluable asset to the team.

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Caiti Dowden stands as a crucial pillar at Trust Transparency Consulting, bringing invaluable insight and expertise to her role as Senior Executive Assistant’ since her start in 2018. With an academic background from Sam Houston University and a career shift from education to the nutraceutical sphere in 2010, Caiti has cultivated a sharp acumen for dissecting industry trends and bolstering strategic decision-making.

Her transition from Data Analyst reflects her growth and deep understanding of the business landscape. Caiti’s commitment goes beyond professional excellence; she thrives on balance, drawing from her rich life outside of work to enhance her organizational contributions. Whether it’s family time, volunteering, or rooting for Houston’s sports teams, she believes in embracing experiences to fuel her professional creativity and insight.

In her current role, Caiti’s dedication to dynamic business analysis and operational support proves her to be an irreplaceable asset to our team, embodying the synergy of personal enrichment and professional success.

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Pam Hilpert, Chief of Staff at Trust Transparency Consulting, has been instrumental in the firm since its inception, leveraging her 17 years of accounting experience, including a significant tenure in the nutrition sector. Her collaboration with Scott Steinford spans various successful ventures, emphasizing her integral role in the company’s financial and strategic initiatives.

An alumnus of Sam Houston State University, Pam holds degrees in both Business Administration and Accounting, as well as an MBA, adding academic heft to her practical industry insights. Beyond her professional prowess, Pam is passionate about family, enjoys live music, delves into quilting, and volunteers at her church, reflecting her well-rounded life.

Her multifaceted expertise and longstanding dedication make Pam a cornerstone of Trust Transparency Consulting’s operational strength and team unity.

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Scott Steinford, a trailblazer in strategic leadership, boasts a certified M&A background, having navigated companies from their genesis to industry prominence. His brainchild, Trust Transparency Consulting, born in 2007, stands as a testament to his dedication to ethical business practices and strategic foresight, offering industry stakeholders invaluable guidance.

Beyond founding and steering companies, Scott has enriched the business landscape with his insightful keynotes and prolific written contributions, emphasizing his commitment to elevating industry standards. His executive tenure shines in roles as CEO or President of for-profits like ZMC-USA and Doctor’s Best, extending to significant contributions in non-profit sectors.

Notably, Scott’s influence is a driving force in the CoQ10 market, where his leadership has significantly bolstered the ingredient’s global presence. His roles in various capacities, including as a New Hope Ambassador, keep the community informed, providing in-depth industry reports and insights.

An active advocate within professional associations and an Editorial Advisor for leading industry publications, Scott’s expertise is both recognized and sought after. With academic roots in Pre-Law and a Master’s in Law, his journey transcends textbooks, embodying real-world business acumen and transformative leadership.

Scott Steinford merges visionary entrepreneurship with principled leadership, creating a legacy of innovation, growth, and unwavering commitment to industry excellence.