Oprah Winfrey is a phenomenon in broadcast media, a personality whose penetration in popular perception is such that she long ago ceased needing to use her surname. Another personality who got his start in broadcasting on her show is gaining similar traction in the healthy products arena, except in the case of Dr. Mehmet Oz, MD, it’s the first name that has become superfluous.

"The Dr. Oz Show," launched in 2009 by Winfrey’s company Harpo Productions, has become a go-to source of health information for millions of consumers. And recommendations on his daytime TV program move markets in a way that few other media mentions can, even the ambivalent or negative stories about supplements that often appear in other mainstream media outlets.

“What he says matters. Americans are so darn unhealthy that if sound bites from Dr. Oz is what’s going to help them, then right on!” said Sylvia Tawse, founder of Fresh Ideas Group, a Boulder, Colo.-based public relations group that represents a host of well-know natural and healthy brands. "My own little focus group for Middle America is my father, who’s 75. He called me and asked, ‘Did you hear what Dr. Oz said about diet sodas?’ That to me means Dr. Oz is reaching a very mainstream audience.”

“What he says resonates with consumers,” agreed Heather Smith, a PR specialist with NewHope360.com, who’s had some experience dealing with the show’s production staff.