CASE STUDY
Seed had the awareness. The next step is giving people a reason to act on it
Client Seed Health Category Probiotics / Life Sciences
Services Practitioner Partnerships, Educational Content
The Situation
Developed in collaboration with institutions including Caltech, Harvard, MIT, and Cleveland Clinic, Seed’s DS-01® Daily Synbiotic is one of the most clinically substantiated probiotics on the market.
The challenge was translating that scientific rigor into something consumers could understand and trust.
Seed already had strong visibility across social media. In a crowded supplement category where many brand claims science, reach alone doesn’t necessarily establish authority. The influencers driving Seed’s visibility were effective at generating awareness, but many were not positioned to explain what made Seed’s science different or help consumers evaluate the research behind it.
Seed had built visibility. Now its science needed trusted voices to give it context.
The Insight
In health and wellness, trust travels through people.
Consumers turn to experts, including medical and naturopathic doctors, registered dietitians, and specialists, to help them navigate a category filled with competing claims.
A recommendation from a trusted expert adds another layer of authority to brand messaging. It gives consumers the opportunity to ask questions, hear a professional perspective, and better understand whether a product makes sense for them.
The science was already there.
The practitioners helped people understand it and make decisions with greater confidence.
The Approach
NBP developed and managed a practitioner program designed to complement Seed’s existing reach with expert voices from the healthcare community.
We identified and engaged 150 practitioners across specialties aligned with Seed’s science, including registered dietitians, naturopathic doctors, gastroenterologists, cardiologists, gynecologists, and dermatologists. Each was selected for clinical relevance and subject-matter expertise rather than audience size.
Practitioners created educational content in their own voices, including blogs, videos, infographics, and newsletters addressing the microbiome, DS-01®, and common consumer questions. NBP provided the strategic direction and creative framework, while each practitioner brought their own professional perspective to the content.
The resulting content was amplified across Instagram, Facebook, blogs, and email, extending Seed’s existing reach while introducing its science through voices audiences already trusted.
The Impact
Practitioner-specific promo codes introduced a new acquisition channel for Seed, one the hadn’t had before.
The program also brought Seed into a different kind of conversation with consumers. Practitioners began reporting direct messages asking about DS-01®, including questions about specific strains, the research behind them, and how the product compared with what they were already taking.
Those conversations extended beyond social media. Practitioners incorporated Seed’s science into newsletters, blog posts, and in-person patient conversations, giving Seed a presence in conversations that traditional influencer marketing could not reach.
The program also created momentum within the practitioner network. Several practitioners expanded their involvement beyond the original scope, and Seed re-engaged NBP to continue and grow the partnership.
“The process of working with you was extremely enjoyable and taught us a lot about how to work with practitioners effectively. It has been a pleasure, and excited to work together again soon.”
— Dave Sylvia, Head of Digital Marketing + Growth, Seed
