As you know doctors can make suggestions based on their medical expertise, even for non FDA approved drugs, and in many cases malpractice is the mechanism by which "bad advice" is regulated
Companies are not doctors and do not have that same sort of leeway when giving medical advice. If patients complain, or if your company gets to the point where it is marketing drugs (even if you call them supplements) based on unfounded claims and it seems like it can cause reasonable public health concern, FDA can shut you down overnight
plus if you get some visibility and doctors get the sense you are marketing overly aggressively and making unsubstantiated claims that could hurt patients, they can be quite vocal
you probably know this but based on your answer i couldnt tell. dont mean to be overly critical, but ive seen many companies fail because they are glib re this issue, and when this happens it reflects poorly on the whole sector
not a lawyer or doctor, just an observer
I'd be cautious around even "anecdotal" statements around decreasing base heart rate and aortic stiffness. FDA takes these kinds of claims very seriously, and it costs a LOT of money to get the kind of data FDA requires to back these claims up. Essentially every company that has tried marketing "non drugs" to improve clinical outcomes without complying with regulations and generating rigorous data has been shut down, either temporarily or permanently