TopHealth has recently received a NutraIngredients-Asia Award for Marketing Initiative of the Year.
The award recognises a breakthrough campaign which set out to address one of the nutraceutical industry’s major challenges: health misinformation.
The initiative was developed in collaboration with the pharmacist influencer collective Pharmabros and featured products developed by EU private label supplement manufacturer PharmaLinea.
Whilst addressing this challenge head-on, the campaign also delivered outstanding commercial results, selling more than 11000 product units in only three days.
What convinced the judges and what can brand owners learn from the tactics used in the campaign?
Working with pharmacist influencers
The initiative’s mission was to improve public health by making credible, science-based nutrition information accessible on social media, where many consumers now turn for guidance.
By positioning pharmacists as trusted health authorities, the campaign focused on delivering credible, educational content.
The content was tailored to target health-conscious women in their 20s-40s, who rely on expert opinions and reviews when choosing supplements.
Through platform-optimised and engaging formats such as reels, stories and live Q&As, pharmacists explained product benefits and proper usage.
"This approach bridged a trust gap in supplement marketing and transformed product communication from advertising into genuine health guidance," shared PharmaLinea’s Marketing Director, Matevž Ambrožič.
Campaign execution and commercial success
TopHealth partnered with Pharmabros to design and execute the strategy end-to-end, including content creation, video production and community interaction.
Campaign activities combined evergreen content with seasonal themes such as cold prevention, exam season focus and summer hydration.
Interactive elements, such as real-time Q&A sessions, direct responses via DMs and reposted user content, were key for consumer engagement.
The content was directly linked to TopHealth’s website and other online e-commerce platforms for a smooth path from awareness to purchase.
"The results of this strategy speak for themselves."
"Brand search queries increased 4.7-fold on average after various campaign activations and the pharmacist-led content achieved 2.5 times higher engagement than industry averages."
"The featured brand Dr Line generated KRW 4.5bn in sales between 2023 and May 2025, with one campaign activation alone resulting in more than 11000 product sales in three days," commented Ambrožič.
Why it matters for brand owners
"This campaign demonstrates that influencer marketing is highly applicable to nutraceuticals, if executed with the right messengers and strategy."
"By leveraging pharmacists as trusted voices and meeting consumers where they are, TopHealth and Pharmabros showed how credibility and education drive conversion and build loyalty."
"Consumers responded to expert-backed content with significantly higher purchase intent, while transparent product education encouraged repeat purchases,“ concluded Ambrožič.
"As the judges recognised, this initiative is more than just a simple promotional campaign."
"We believe it offers valuable lessons for brand owners worldwide who seek to cut through misinformation and build trust in the nutraceutical sector while delivering great commercial results."