CASE STUDY:
Goodgut
Feature and Technical Writing
Tummy tough talk.
While gastro-intestinal issues don’t make the for the most compelling reading material, they still have a “story to be told”—and sometimes all that’s needed, are good storytellers. BrandEcho was hired in 2017 by prebiotic developer and Silicon Valley biotech entity Greenteaspoon, Inc. to promote their Goodgut™ line of products.
Some Things Don’t Need to be Hard to Discuss.
A cornerstone of the campaign included a series of feature and technical articles, press releases, and blog style material. The team created a variety of pieces to educate and inform intended audiences and promote retail availability of the Goodgut line in major drug outlets such as CVS, The Vitamin Shoppe and Meijer stores nationwide. Lifestyle articles focused on related topical material that pegged the Goodgut story and product offering to other popular wellness, nutrition and healthy living trends (everything from how to manage fall binge eating, tailgate parties, and seasonal alcohol intake, to tips for frequent travelers and treating on-the-go taboo tummy woes).
The technical material, in turn, told the science side of the story to laypersons needing to easily “consume” information about a difficult to understand, but need-to-know story about the importance of preventing systemic inflammation in the human gut in order to ward off a lifetime of disease risk. The tonality of the overall campaign debunked some tough health issues and delivered simple straight talk about proper gut management to the wellness industry, retailers and consumers.
Finding the Right Voice for “Hard to Digest” Health Topics
IN YOUR INDUSTRY