at a glance
Menarini Hellas trusted Danezis Stories as the strategic communications partner for Doctor's Formulas, a Greek supplements brand recently acquired by the Menarini Group and repositioned within the longevity and lifestyle medicine space. The assignment covers the full scope: brand narrative, editorial architecture, content production, channel management, and campaign planning across all digital environments.
The challenge
Doctor's Formulas operates in a category where consumer skepticism is structural. Overclaiming is the industry norm. The task was not to generate visibility, it was to build credibility for a scientifically rigorous brand that needed to communicate without sounding like its competitors. Our approach was to treat the scientific identity of the brand as the communication asset, not a constraint.
What we built
The platform is organized around a bimonthly storytelling rhythm, with two content formats driving the year:
• Hero Stories — long-form narrative films featuring real people connected to the brand's values of prevention, self-care, and longevity.
• Lean Stories — structured, science-based short content that translates complex health topics into plain, credible language.
Every story generates a full ecosystem of assets, reels, carousels, cutdowns, podcast extracts, static posts, deployed across Meta, YouTube, TikTok, and programmatic channels.
A standalone menopause campaign runs as a separate editorial track, with ambassador-led content and a dedicated audience strategy.
Scope of work
• Annual brand communication strategy and campaign architecture
• Narrative direction and editorial planning
• Full management of Meta, YouTube, and TikTok channels
• Community management, scheduling, and monthly performance reporting
• Programmatic and direct ad planning in health-relevant environments
Our Role
Danezis Stories is the strategic communications lead on the project. We own the narrative direction, produce all content, and manage the digital presence of Doctor's Formulas in Greece, as an integrated part of the brand team, not an external supplier.
The campaign launches with the first Hero Story featuring Ilias Katsogiannis. This video outlines the practical application of prevention and explains the role of food supplements in supporting the human body.
Beyond the Promise
Doctor's Formulas is a supplements brand with clinical studies and liposomal technology, part of the portfolio of Menarini Hellas, the Greek arm of an Italian pharmaceutical group present in 140 countries. In a category full of promises, we believed science could speak through the people who serve it.
Built on Evidence. Told Through Story.
Pharmaceutical communication operates under a different standard. Every claim must be backed by evidence. Every story must respect the data behind the product.
Our mandate covers three areas:
• Brand narrative: Translating clinical studies and pharmaceutical expertise into clear messaging.
• Content production: Developing long-form assets to build arguments, supported by short-form materials for daily engagement.
• Media planning: Managing distribution across Meta, YouTube, TikTok, and Programmatic Ads, including a dedicated track for the new menopause product line.
