Ofer Shoshani

If your brand receives an FDA warning letter, the first thing most founders do is panic. The second thing they do is check with ChatGPT, Claud, Gemini or Grok. Eventually, most realize they should also call a lawyer. Both reactions are understandable. But before either response is useful, it helps to understand exactly what a warning letter is, what it isn’t, and what the FDA actually expects you to do about it.

Wellness retention is the number most founders don’t want to look at. You know your acquisition cost. You track your conversion rate. You watch your monthly revenue number. But the percentage of first-time buyers who never purchase again, that’s the magical number you should look into first. Many brands avoid it, because when you look at it directly, it’s usually worse than you expected… In regulated wellness, wellness retention rates are low across the board. Not because the products don’t work.

Wellness brand positioning starts with one question: what makes your brand unique. Ask most wellness founders who they are and they’ll answer with their product instead. “We make a high-bioavailability magnesium supplement.” “We sell full-spectrum CBD oil, third-party tested.” “Our pet health line uses only organic, human-grade ingredients.” All true. None of it is wellness brand positioning. In-fact, there are only a few companies that understand how important wellness brand positioning is.