Dr. Dennis Clark

Freelance Alternative Health Copywriter - by an Experienced Copywriter and Research Scientist

  • Home
  • About Dr. Clark
  • Portfolio
  • Services
  • Contact
  • Blog

Marketing Postbiotics? How to Meet New Challenges

by Dr. Dennis Clark Leave a Comment

marketing postbioticsThe market for postbiotics is hot and getting hotter. According to the Global Postbiotics Market report by Prophecy Market Insights, it already accounted for $40.51 billion in 2020 and is expected to reach $83.30 billion by 2030, at a CAGR of 7.50%.

Since the numbers are that good, what are the challenges?

They include the usual suspects for all marketing – generating traffic and leads, raising ROI, managing a multi-pronged online presence, reaching global audiences, etc.

The ‘bonus’ challenge is the topic of postbiotics itself.

Why is that a challenge?

The following should shed some light on it.

AN UNSCIENTIFIC SURVEY

My Survey Question: What do you know about postbiotics?

Everyone’s Answer: Never heard of ‘em.

This is a consistent result across all consumer segments. (Meaning: friends, relatives, colleagues, etc., who already take supplements.)

On one hand, plenty of people are savvy about vitamins, minerals, herbs, and antioxidants.

In addition, probiotic-buying consumers have even caught onto the importance of prebiotics.

Yet, on the other hand, confusion seems to reign when it comes to postbiotics.

One indicator is the plethora of online articles addressing the question, What are postbiotics?

In other words, in spite of a successful and promising market, the topic of postbiotics is at the bottom of a learning curve for consumers.

Nevertheless, a few leading companies are doing something right. Their efforts are driving market growth.

And that ‘something’ includes a strong educational component.

Furthermore, the best of them already have a stable of clinical trial studies supporting their efforts. LBiome, for example, cites dozens of journal articles, going back to 2004.

AN ADMISSION

Although I’ve written and consulted quite a bit about probiotics – books, articles, magalogs, emails – I’ve never before used the term ‘postbiotics’.

Not one of my clients has ever mentioned them. And I’m talking about some very successful probiotic businesses.

IS SOMETHING MISSING?

Yes.

Supplement marketing rests on much more than an educational component.

People don’t respond to a ‘BUY NOW’ call-to-action because of the scientific features backing a product.

No, buying action is driven by emotion. And that’s where extolling the health benefits of a supplement through persuasive copy comes in.

Of all the ‘marketing’ I’ve evaluated about postbiotics, the biggest missing component.

One segment has done a pretty good job addressing it – the bodybuilding market. It’s pretty straightforward to talk to the ‘I want to look like I’m cut out of stone’ crowd. Postbiotics fit the bill nicely for pushing muscle-building hot buttons.

The time is ripe for more benefits-heavy marketing to other market segments.

Gut health is the obvious emphasis, since it’s already at the core for marketing probiotics and prebiotics. So it’s no surprise, according to Lumina Intelligence, postbiotics have become the fastest growing area in terms of gut health related Google searches – a whopping 1,300% increase in the past 2 years.

However, as of 2020, the supplement buying public has grown more interested in immune support than in any other area of health.

Postbiotics fit the bill there, too. A few companies have begun to talk about postbiotics for immune health. However, their marketing copy is routinely staid and feature-based.

It’s a marketing gap crying out for persuasive copy.

If I were a betting man, I’d bet the predicted market growth of $83.30 billion by 2030 would be reached sooner when driven by truly persuasive marketing. And it would blow the doors off that CAGR of 7.50% cited earlier.

SIMPLE ACTION STEPS

No need to make this complicated. The model for marketing supplements has been well-established for more than a century.

The foundation is knowing what people want or need, then providing it. Regarding postbiotics, that’s primarily going to be better gut and immune health.

Then get the word out…

  1. Create new marketing materials, or modify existing ones, to emphasize benefits. That’s the high-performance fuel for a marketing Ferrari.
  2. Harness the marketing power of your customer base. User-generated content (UGC) drives two of Dr. Robert Cialdini’s principles of persuasion – social proof and unity. Although this may seem easier said than done, you can simplify the process with a few easy-to-use strategies (e.g., see my earlier article: How to Improve Supplement Sales with User-Generated Content).
  3. For B2B companies, a good white paper goes a long way. Emphasis is on ‘good’ – i.e., pushing different kinds of hot buttons for retail marketing people who might be considering using your ingredients. For B2C companies, selecting a top manufacturer is the most important starting point. This means more than having good products. It also means having access to persuasive marketing copy from the manufacturer. (At the moment, that copy is going to be hard to find.)
  4. These three steps represent three prongs of a comprehensive program for marketing postbiotics. They will take some time. Nevertheless, they will be worth it to the bottom line.

    Now imagine combining your best scientist and your best marketer into one person. Then add in superior copywriting skills.

    That’s a very rare combination, wouldn’t you say?

    THE ALL-IN-ONE PUNCH

    I am that combination.

    My career as a research scientist, published author, and freelance copywriter is a testament to it.

    I understand the jargon of scientific studies and can translate it into marketing content that drives supplement sales. I’ve already written a books, articles, and white papers on the microbiome.

    It’s one of my favorite topics in alternative health.

    Would you like to explore what I can do for you? Then let’s talk.

    Contact me today.

    Contact me directly by email me at drdennisclark@gmail.com, reach me the old-fashioned way – by phone (602-908-8520), or complete my contact form.

    I’d love to chat with you to see how we can work together to build strategies for marketing your postbiotic products.

    All the best in natural health,

    Dr Dennis Clark - Alternative Health Copywriter

Filed Under: Health Copywriting Tagged With: postbiotics, postbiotics marketing, postbiotics survey, supplement marketing

Recent Articles

  • Why Bioavailability? A Supplement Marketing Trend On the Rise
    Why Bioavailability? A Supplement Marketing Trend On the Rise
    June 6, 2022
  • How to Market Flavonoids – Persuasive Content Meets Bioavailability Research
    How to Market Flavonoids – Persuasive Content Meets Bioavailability Research
    December 15, 2021
  • How to Boost Nutraceutical Landing Page Conversions by 100%
    How to Boost Nutraceutical Landing Page Conversions by 100%
    October 21, 2021
  • Pet CBD Marketing: How To Stand Out From The Crowd
    Pet CBD Marketing: How To Stand Out From The Crowd
    August 2, 2021
  • Compassion And Hope: The Beating Heart Of Great CBD Companies
    Compassion And Hope: The Beating Heart Of Great CBD Companies
    July 5, 2021
  • Supplement Marketing with Ebooks: How to Whip the Competition Now
    Supplement Marketing with Ebooks: How to Whip the Competition Now
    June 21, 2021
  • Anti-Aging Supplements – Making the Most of Extraordinary Market Growth
    Anti-Aging Supplements – Making the Most of Extraordinary Market Growth
    June 8, 2021
  • How to Improve Supplement Sales with User-Generated Content
    How to Improve Supplement Sales with User-Generated Content
    May 26, 2021
  • Pet Supplement Marketing: Want to Learn How to Make Your Message Howl?
    Pet Supplement Marketing: Want to Learn How to Make Your Message Howl?
    May 19, 2021
  • One Segment of the Probiotics Market Catapults Sales Faster Than All Others
    One Segment of the Probiotics Market Catapults Sales Faster Than All Others
    May 13, 2021
  • The Nutraceutical Marketing Gold Rush – Or How To Find Happy Customers for Life
    The Nutraceutical Marketing Gold Rush – Or How To Find Happy Customers for Life
    May 8, 2021
  • Powerful Advantages of Outsourcing Marketing Copy for Nutraceuticals
    Powerful Advantages of Outsourcing Marketing Copy for Nutraceuticals
    May 5, 2021
  • How to Turn Pets Into An Irresistibly Lovable Marketing Department
    How to Turn Pets Into An Irresistibly Lovable Marketing Department
    May 3, 2021
  • How to Hit Your Target Market Bullseye Every Time
    How to Hit Your Target Market Bullseye Every Time
    May 1, 2021
  • How to Boost Nutraceutical Sales Using This One Simple Thing
    How to Boost Nutraceutical Sales Using This One Simple Thing
    April 30, 2021
  • Frustrated with Email Marketing? Take Heart
    Frustrated with Email Marketing? Take Heart
    August 5, 2019
  • Excellent Example Of Health Copywriting By Dr. Al Sears: “CoQ10’s Failure Leaves Millions Wanting”
    Excellent Example Of Health Copywriting By Dr. Al Sears: “CoQ10’s Failure Leaves Millions Wanting”
    May 24, 2019
  • Misleading Health Copywriting Makes Us All Look Bad
    Misleading Health Copywriting Makes Us All Look Bad
    April 29, 2019
  • FDA Compliance to Get Tougher Under New Commissioner Scott Gottlieb
    FDA Compliance to Get Tougher Under New Commissioner Scott Gottlieb
    February 14, 2019
  • 9 Red Flags for Federally Compliant Health Copywriting
    9 Red Flags for Federally Compliant Health Copywriting
    January 24, 2019

AWAI Verified

Copyright © 2023 · Lifestyle Pro Theme on Genesis Framework · WordPress · Log in