Scientific
- How to fund the efforts which will lead to product validations
- How to communicate scientific principles to the consumer
- How to protect the intellectual property which is developed
It is key to the future success of the industry that science continue to progress, claims carry the foundation of truth, & the products are efficacious. These may be obvious points for an industry such as pharmaceuticals, however, for a variety of reasons including market maturity, regulatory climate, IP insulation, and product margins, these aspects represent distinct areas of opportunity for the nutrition industry.
A number of high profile news stories have influenced the nutrition industry over the past few years. Pan Pharmaceuticals, ephedra, and FDA/FTC enforcement on coral calcium & weight loss supplements, among others, have partially damaged the scientific reputation of the industry in the eyes of the public. This is unfortunate, as the greater majority of companies and products are truly intended to contribute to the wellness of the consumer. However, success in this arena is often highly subjective, case specific, & difficult to judge, while failure is plainly obvious & often garners more attention. Each failure stifles innovation within the industry by creating a culture of risk aversion and an expectation of a ‘worst case scenario.’ Consumer confidence, not only in individual products, but in the industry in general, is critical to future success as the weight of controversy, non-efficacious products, and confusing messages is a heavy burden to shoulder.
In the end, it is the opinion of three groups that have the ability to support industry innovation & grow its scale – the consumer, information leaders (media), & the medical community. But, rather than marketing to them, education is necessary. In essence, this should be a natural outgrowth of the innovation effort as the publication of scientific support in clinical or pre-clinical settings within respected journals will reach the medical & media communities. With strong enough data and a public relations effort, the consumer will be educated through these two groups & be driven to purchase.
This subtle shift in thinking justifies the expense of acquiring scientific data as a direct driver of sales where maximum resources should be allocated, rather than a situation where less scientific transparency exists. Providing data publicly empowers practitioners, thought leaders, and the consumer with the tools to make informed purchases. With a long term perspective, the expense of data acquisition can be seen as a marketing tool, rather than a drain on resources, or a budget item of reduced focus.
An additional benefit of this approach is that there is a decreased reliance on on-label claims, since an educated consumer carries a higher level of understanding than the uninitiated. In this way, claims support the story, rather than being the story. Compliance with FDA and FTC regulations becomes easier. And the ability to maximize the allowed language of DSHEA’s structure/function claims, with a focus on general health & maintenance of well-being, will foster more clarity when communicating to the consumer.
Apart from continuing to innovate with ingredients & products, collaboration creativity can lead to more cost effective efforts. The nutrition industry, for the most part, cannot support the clinical study financial model undertaken by the pharmaceutical industry. However, more effectively utilizing the capabilities of the academic community, allied foundations & organizations, & specialty industry services can reduce costs & increase the probability of accomplishing work that may be supportive to the efficacy of a product or ingredient.
Protecting both the financial investment and the intellectual property surrounding an innovative product or ingredient appears challenging. However, this represents another opportunity to creatively implement strategic initiatives that solidify market position. Accomplishing scientific validation on branded & trademarked products, ingredients, & formulations (and publishing this data in the public record) adds additional layers of IP protection, consumer awareness, & brand building.
Viewing innovation & its scientific validation with a long-term perspective that marries consumer awareness, marketing, & IP protection justifies and makes more logical the required investment. Building such a foundation enables progress in the nutrition industry for even the most risk-averse companies.
