Manufacturers and retailers of nutritional supplements frequently are faced with questions regarding product efficacy, safety and quality. As an industry that continues to grow, it is crucial we invest in research to address these concerns – and find strategies to properly communicate scientific evidence and educate influencers.
It is our role to invest in credible, independent scientific research, to properly explain meaningful clinical findings and to communicate to the right audience.
For companies that distribute internationally, this investment and communication is even more important. Understanding and honoring cultural perspectives is a key part of communicating research as well as overall nutritional supplement benefits.
For example: What are the health trends and needs of the market? What is important to consumers in a particular region? How can you show your investment in their health? Tailoring your message to international nuances is as important–if not more important–as translating information into local language.
Over more than four decades, Horphag Research has found success in communicating more than 340 scientific publications on its trademarked extract Pycnogenol®, French maritime pine bark. To convey these studies effectively, we work with strategic communication partners in North and South America, Europe, Middle East and Asia to translate and culturally attune the Pycnogenol® press releases, brochures and website into today’s most common languages: English, Spanish, traditional and simplified Chinese, French, Japanese, German, Italian, and Thai.
In a recent study aimed to evaluate the production of nitric oxide (NO) in athletes and its effect on fitness and recovery, we addressed cultural relevancy by leveraging basic exercise methods outlined in the Army Physical Fitness Test and referenced triathlons to illustrate the story. While the general public may not immediately understand the benefit of increased NO production, they do have familiarity with push-ups, sit-ups, running, swimming and cycling – and the soreness that can result from these activities. As a result of careful positioning, we continue to see influential conversations regarding the research in leading trade media, consumer publications, and on social media platforms.
As we have seen exponential growth in the number of individuals and media looking to social channels for news, and platforms like Facebook, Twitter and Google + provide a meaningful avenue by which to connect directly with influencers, retailers, media and key audiences. By opening these direct lines of communication, companies can help ensure that research findings and product benefits are properly messaged and develop relationships through interaction.
As the market for natural supplements expands, it is crucial that individuals and retailers have access to clinical findings in terms that are both easy to understand and relevant to their daily lives.