Dr. Kellyann Petrucci is the naturopathic doctor and New York Times bestselling author who turned the bone broth diet into a nine-figure wellness brand. In this episode of Verified: The Social Commerce Podcast, she joins Peter Griscom and David Vanderveen to discuss the idea at the center of everything she has built: compounded trust.

Dr. Kellyann was doing content commerce before it had a name, building an audience through books, PBS specials, and television, then converting it into a durable, lasting business. She breaks down how to build and scale a personality-led brand, the channel mix behind the business today, what QVC taught her that now translates to TikTok live, how she sells while staying compliant, and what she would do differently if she were starting over today.

In this episode:
0:20 When media became the engine, not the marketing
1:19 The personal story behind the brand
3:47 From personal problem to an audience of millions
5:02 Building a personality brand on compounded trust
6:34 Going omnichannel and how it changed marketing spend
8:02 What QVC taught her that translates to TikTok live
12:06 Selling effectively while staying compliant
15:03 What she would do differently starting over
16:36 Pioneering a category and the cost of being first
19:12 Where she would invest if revenue dropped
21:05 Why she seeds every launch with a book
23:43 Advice for founders building a media-first brand
25:14 Where to find Dr. Kellyann

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