Being skeptical of marketing and advertising tactics has become human nature. A 2015 Nielsen report showed that just slightly over half of respondents trust TV ads and slightly less trust magazines. Those numbers dropped from an earlier report and continue to drop due to increasing skepticism.
To combat consumer confidence issues, it’s more important than ever as a brand to not only be honest in your advertising, but to show proof backing up your claims. Investing in ingredients with quality studies that support meaningful claims you can actually use about your product will be how you overcome huge trust hurdles and gain the loyalty of your customers.
Why Supporting Your Claims Helps Your Brand
As a brand, it is your responsibility to be sure the messages in your advertising are not only believable, but backed by legitimate research. Many marketers have learned the exceptionally hard way that making unsupported claims erode customer trust.
While it’s not your intention to make false claims in advertising (I mean, that is illegal), you are looking for ways to back up your product’s purpose. The good news is when you invest in the right kind of studies, or in ingredients with these types of studies, you’ll have evidence behind every claim you make. You’ll not only make your brand look good, but you’ll outshine the competition as well.
How to Develop Claims That Are Useful
As a nutraceutical marketer, your job will continue to be challenging as it becomes increasingly clear that simply having researched-backed ingredients isn’t enough to win in a market.
Dietary supplements are continually facing scrutiny for claims made on both labeling and other forms of marketing pieces.
So while you know that supporting your claims is necessary, having done just any clinical trial is no longer sufficient in an industry of strict regulatory authorities and discerning health-minded customers with high demands; there needs to be more.
Therefore, not just any claims will do; you must have compelling information that is accurate, appeals to customers, and meets FDA guidance for Structure-Function claims.
Using Science Backed Research in Your Advertising
The right type of scientific evidence, such as a clinical trial done in healthy subjects, may not only help to uphold your product’s claims, but also allow you to promote those FDA-friendly claims openly on labeling and marketing materials. You can feel confident AND at ease about the claims you make in your advertising for all your customers and prospective customers to see.
With ingredients that have the right kind of research support, the evidence can do the talking for you. What you invest in well-thought-out scientific studies, you’ll gain back in loyal customers who love your brand.
In a world of distrust and consumers who share a collective attitude of “I want to see it to believe it,” give consumers what they want to know by sharing exactly what your product can do. This important piece of your marketing will take your brand to the next level and effortlessly win over your customers, while keeping your product FDA-compliant.
The following guide will help you better understand how the right clinical trial design enables you to develop label and advertising claims you can actually use.