According to Claire Morton, senior industry analyst at New Hope, more customers are looking for experiential benefits from herbal supplements than ever before. (Nutraceuticals World, July/August 2023.)
This means a great opportunity to replace competition based on price with competition based on wellness.
Look, price will always be a top concern for herbal supplement users.
However, companies relying on the downward spiral of price-based competition are playing a losing hand.
Instead, the ability to focus on wellness research positions leading herbal supplement manufacturers to be key drivers of a growing market of choosier customers.
THE EFFECTIVE MARKETING 2-STEP
First and foremost, persuasive marketing begins with emphasizing benefits.
It’s all about invoking the right emotions.
This is always a dicey proposition for herbal supplements, since making potentially emotion-based health claims demands going through a maze of regulations.
And that’s the easy part for copywriters.
The bigger challenge is interweaving the best features of a product among its benefits.
It’s a classic one-two marketing punch: 1) invoke an emotional response; then, 2) provide data to justify what may initially be an impulse buy.
Both satisfy consumers who seek natural alternatives, yet are often skeptical about their efficacy.
This is where cutting-edge research plays a crucial role.
It means backing up a product’s features with science.
‘Differentiator’ companies lead the way through partnerships with top-notch scientists. The most valuable outcomes of their work rest on clinical trials leading to scientific publications in professional journals.
This is the magic driving the marketing of science-backed herbal supplements.
It shows a genuine commitment to delivering high-quality products.
A GLITCH (MAYBE)
Scientists, bless their hearts, are often brilliant in their research specialties.
I could say that about all of my colleagues during my career on the faculty of a research university.
And they’re experienced in understanding and using the jargon needed for getting their research published.
The potential glitch is their inexperience in communicating their results to the public.
That’s where an experienced educator can span the communications gap between journal articles and consumers.
Someone who has already written for both the scientific community and the supplement-buying public.
Yoking the power of science with the power of transparent communication.
It’s unbeatable for marketing the integrity of herbal supplement companies.
And it shows strong commitment to the well-being of their customers.
Such a commitment relies on three components.
- Partner with reputable universities and research organizations to conduct thorough scientific studies on the effectiveness and safety of herbal supplements. This means investing in research that meets rigorous standards and is publishable in peer-reviewed journals. There is no better evidence of scientific credibility.
- This almost goes without saying. Establish stringent quality control processes at every stage of supplement production, from sourcing raw materials to final packaging. Ensure that all products meet the highest industry standards and adhere to good manufacturing practices (GMP).
- And finally: Develop comprehensive educational materials explaining the scientific basis behind each herbal supplement’s health claims. Create persuasive, user-friendly content, including blog posts, videos, and infographics, to demystify complex scientific jargon and empower consumers to make informed choices about their wellness journey.
WHO YOU GONNA CALL?
Apologies for that common grammatical error (blaming the movie, Ghostbusters, here).
The point is, a few people like me are experienced in writing the types materials you need for marketing science-backed herbal supplements.
Transforming hardcore science into persuasive copy is an uncommonly acquired skill.
Questions or comments?
If so, go ahead and contact me at firstname.lastname@example.org so we can see how I can help you with the marketing materials you need for your herbal supplement campaigns.