In the age of Dr TikTok and Nurse Facebook, SFI Health is a brand that remains committed to science.

Medical Marketing Manager ANZ Danielle Steedman says that providing accurate health information that customers can understand and trust is now more important than ever.

“Consumers are savvy and have access to a wealth of information online,” she says. “The sheer volume of content available can make decision-making difficult and confusing.”

The fiercely competitive marketplace has also driven many health companies to seek innovative ways to reach their audience, with social media emerging as a powerful tool.

This is compounded by the fact that the internet is the primary source of health information for many people today – especially the younger generation. A 2023 survey found that nearly 18% of the U.S. population seek the guidance of influencers on Instagram, Facebook and TikTok over that of a healthcare professional.

With over 25 years’ experience in complementary medicine, Danielle knows how easy it is for patients to use the internet as a health resource. She also knows that the competitive natural health industry can be a minefield when it comes to understanding what is real and what isn’t.

However, SFI Health believes in providing science over sensationalism. After all, reliable information demonstrates expertise, builds credibility, and gains the trust of patients and professionals alike.

“To stand out amidst the clutter and gimmicks, our marketing must be honest and authentic. Our products and ingredients are evidence-based and also used by leading health professionals. This commitment to quality resonates with consumers seeking the best solutions for their health,” Danielle says.

This emphasis on consumer wellbeing has always been fundamental to SFI Health’s philosophy. It is one of the principles that initially attracted Danielle to the company.

“I had always appreciated the Flordis portfolio for its high-quality herbal medicine, which is highly valued. I was excited to work with a brand with such a strong heritage in herbal medicine,” she says. “My passion for complementary medicine continues to grow as I constantly learn and witness the increasing importance of naturopathic principles in today’s world.”

Natural medicine is a lifelong passion for Danielle. She has worked in regulatory affairs, new product development, and training and education within both retail and health professional channels. Her extensive experience with both patients and practitioners has honed her understanding of consumer health needs, and she uses this knowledge together with the latest research to provide the best support possible.

“We collaborate with health professionals and key opinion leaders to cut through the hype and clutter, offering evidence-based solutions that consumers can trust. We also encourage consumers to seek health information from reliable sources such as their doctor, pharmacist, or naturopath. Additionally, we engage with industry leaders to provide evidence-based education to our health professionals, supporting them in their clinical practice.”

Health practitioners make up a large part of the clientele, and SFI Health takes great pride in supporting integrative healthcare with clinical assurances and resources. The company also engages with leading experts whose valuable insights can then be integrated into clinical practice, elevating the level of patient care.

Above all, SFI Health excels in providing clinically researched, naturally sourced active ingredients.

“We are committed to leveraging the latest clinical research to provide quality medicines made from evidence-based ingredients. We invest in research and quality ingredients, ensuring they are delivered at therapeutic dosages,” says Danielle.

This ability to connect with their audience while building trust and authority is what makes her job both inspiring and meaningful.

“The most exciting aspect of this role is the creative freedom and broad scope of work that allows me to turn strategic goals into reality,” she says. “I am able to blend my industry experience and natural health passion to bring our campaigns to life.”