Doctor endorsements are some of the surest ways to move products. Anything from food, vitamins, workout equipment, and even water have been marketed specifically with doctor approval or endorsement. Manufacturers and developers often seek out doctors to provide their expressed blessing as a way to separate themselves from the competition. Americans may have concerns about the healthcare industry as a whole but they still trust doctors when it comes to making decisions on what products to purchase for their health. Illuminate Labs is a health and wellness supplement manufacturer that specifically relies on testimonials, endorsements, and contributions from medical professionals and nutritionists to sell their products. Claiming that their products are the safest and most effective on the market backed up by evidence-based analysis from third party reviews, Illuminate has been able to establish themselves as an authority in the supplements industry. Only in business for four years, CEO Calloway Cook has been masterful at branding his supplements and getting Illuminate Labs exposure throughout the internet and social media. A digital marketer by trade and education, Calloway founded and has led the company after a realization of lack of transparency from supplement manufacturers of substantiating their claims of safety and efficacy. Calloway created his company with the promise that his company can provide analytical data that provides that transparency to their customers that they are the safest and most effective supplier in the market. Calloway has built Illuminate’s brand as an authority in the market thanks in large part to medical contributors like Dr. Brian Moore. Dr. Moore has either co-written or contributed to several of Illuminate’s product reviews. It is unclear what Dr. Moore’s association is with Illuminate but Calloway would like for you to believe that Dr. Moore is a full time contributor with full belief in these products. Calloway Cook has spared no expense for these contributors like Brian Moore knowing that their “implied endorsement” will convince customers to choose and purchase their supplements from Illuminate exclusively.
Dr. Moore is an accomplished and experienced dermatologist. He holds his medical doctorate from the University of Toledo and has even practiced at the prestigious Cleveland Clinic. Dr. Moore currently works for Apex Dermatology and Skincare in Cleveland. Apex specializes in everything from traditional dermatology to advanced aesthetic therapies like coolsculpting. Dr. Moore and Apex Dermatology were recently sued for their employment practices and were ordered to pay the Department of Health and Human Services $125,000. As the economy has recovered and regained momentum post pandemic, Apex and Dr. Moore are still working to recover their prior pre-pandemic business. Critics of Illuminate Labs claim that this is why Dr. Moore has resorted to providing and contributing to their online content. It is unclear as to how Calloway Cook compensates doctors for their opinions, but Cook has been known to pay large sums of money to secure content positive to Illuminate Labs. If all that Dr. Moore needs to provide to Illuminate for compensation is to lend his name to these reviews then this is an excellent source of secondary and passive income for him.