Most health tech companies already have experts: an advisory board, a few clinicians on retainer, a podcast and some creators. What they rarely have is a plan for those people. The companies that have done this well, from Peloton's instructors to pharma's medical education teams, answered the same five questions early, and wrote the answers down.
Who speaks for you?
Customers trust a person they can check. When a psychiatrist and a psychiatry resident reviewed the 100 most popular ADHD videos on TikTok, only 11 had been made by health professionals, and those were rated higher in quality and usefulness and were less likely to be misleading.1 Pew found in 2026 that only 10% of people who get health information from influencers trust all or most of it.2 A good answer names each expert, their qualification and the topics they cover, and gives creators a short, recorded training on the science before they speak for the brand, as Part 4 describes.
How often?
Run sessions often enough for them to become a habit. Peloton's filings are direct about why members stay: its instructors "play a critical role in bringing the Peloton experience to life."3 In mental health, a meta-analysis of 22 studies found that programs with human guidance had full completion rates 12% higher than those without, even when the guidance was brief.4 A monthly live session on an aspiration members care about, with clips in the app between sessions, is a sensible minimum. Part 1 covers how to choose the aspiration.
What may they say?
Regulators judge a product by what the company says about it, and that includes what its experts say live. The FDA's 2025 warning letter to WHOOP turned on how a feature was described.5 A federal review found prohibited disease claims on one in five supplement labels it checked.6 A good answer is a short list of approved claims for each topic, a briefing before every session and a moderator who can hold a question for review. Part 3 covers claims, and Part 6 covers what changes when a pharma partner arrives.
Where do the questions go?
Keep them in a record you can search. The questions members ask experts are the most candid research a company owns, as Part 2 argues, and in sensitive categories they are also some of the most private data it holds. People ask more when they can ask privately: survey research has shown for decades that private answers bring out what people would not say aloud.7 A good answer keeps every session, transcript, question and consent record in one place, with access controlled and a way to search across it.
How will you know it worked?
Measure the program the way a trial would. The IDEA trial in JAMA is a reminder that adding technology does not guarantee a result: young adults given a wearable alongside a weight-loss program lost less weight over two years than those without one.8 An expert program deserves the same scrutiny. Compare renewal, engagement and support contacts for members who attend sessions with similar members who don't, and watch which questions keep coming back.
| Question | Owner | A good answer at twelve months |
|---|---|---|
| Who speaks for you? | Medical or brand lead | A named bench, each expert with a role and topics; creators trained and the training recorded |
| How often? | Growth | A monthly live session for twelve months, with clips in the product between sessions |
| What may they say? | Compliance | Approved claims per topic, a briefing before each session and a moderator in every live room |
| Where do the questions go? | Product or insight | Every session, transcript and question kept, searchable and reviewed each quarter |
| How will you know it worked? | Finance with growth | Renewal and engagement compared for attenders and non-attenders |
Adelo Insights · Health tech and the expert voice
