Cognizin®: Neuro Navigators - Educating the Educators.
Client
Cognizin® (Kyowa Hakko)
Service
Experiential & B2B2C Communications
Industry
Wellness
Impact
196M+ Potential Reach
"Events should never exist simply to fill a room. They should create commercial momentum."
The Challenge
As live events returned in 2023, ADIN saw more than a chance to bring people back together - we saw the ideal moment to reconnect science with the people responsible for communicating it. At a time when consumers were struggling with focus and cognitive fatigue, Cognizin® had compelling, clinically studied science to share. The challenge was ensuring that science reached the dietitians, nutritionists, educators, and media who shape what consumers believe about supplements.
The Opportunity
Kyowa Hakko wanted to expand understanding of Cognizin® among healthcare professionals, customers, and key opinion leaders, and to dispel the myths that still surround supplements. Rather than a traditional lecture, we designed a B2B2C strategy built to equip trusted experts with the knowledge and confidence to carry the science to their own audiences - and to encourage an open dialogue between supplement brands and educators.
Our Strategic Thinking
We believe events should never exist simply to fill a room - they should create commercial momentum. Neuro Navigators was built as an immersive educational platform that paired scientific credibility with authentic conversation. By centering respected female scientists, dietitians, manufacturers, and influencers, we created an environment where evidence became conversation, and conversation became advocacy.
Execution
On November 8, 2023, ADIN produced Neuro Navigators - "Trail Blazing Women of Science, Education and Influence" - in the 10th Floor Lounge of 7 World Trade Center, overlooking lower Manhattan. The one-day experience united eight trailblazing women for a keynote, guest presentations, and a live panel Q&A, complemented by a catered lunch, networking, and post-event video interviews. Offered both in person and via livestream, the format encouraged dialogue rather than lectures - covering brain-health market trends, the science behind Cognizin® Citicoline, responsible manufacturing, regulation, and the role of dietitians in the media. Every attendee received a swag bag featuring eight Cognizin® products, a branded Rubik's cube, and the Tap Challenge Game. ADIN managed the entire experience - creative concept, production, speaker coordination, venue, PR, social, photography, AV, and reporting.
The Outcome
Neuro Navigators positioned Cognizin® as a science-led authority in cognitive health - and delivered measurable reach. The event drew 326 registrations across in-person and livestream audiences and generated a potential audience of 196,113,312 as of December 8, 2023. Earned media included a Q&A with Kyowa Hakko's Karen Todd in Authority Magazine (a Medium publication reaching 145M monthly), a press release distributed via PR Web with a 50.5M potential audience, and coverage in Whole Foods Magazine and Nutritional Outlook.
Why It Mattered
In an increasingly crowded cognitive health market, credibility is one of the strongest competitive advantages. By letting respected experts tell the story, Neuro Navigators strengthened relationships with Cognizin® customers, built new influencer partnerships, positioned Karen Todd as a thought leader, and - most importantly - changed minds about the role of supplements in a healthy life.
"A dietitian told me earlier that she was taught in school not to recommend supplements. I think that's what a lot of us were taught. And after listening to today's presentations, she is going to recommend supplements."
Amy Gorin, MS, RDN
Event Speaker & CEO, Master the Media
A one-day educational experience at 7 World Trade Center - eight trailblazing women, in person and via livestream, turning Cognizin® science into advocacy.
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