You Wanna Be in Pictures?

By James J. Gormley

Having been a print magazine editor for various publications for many years, I am still happy to admit that there is nothing that matches the appeal of TV and radio for grabbing consumers, whether during breakfast TV news or drive-time radio.

Case in point: The year was 1999. I had been the editor-in-chief of Better Nutrition magazine for about four years when I had just come out with my first book, a mass-market consumer book about DHA and omega-3 fats.

Lo and behold, the biggest player in that space, at that time, contacted me to see if I would be willing to participate in a radio media tour to support my book and the DHA category.

With my OK, they put my mugshot and pitch about me and my book on the cover of the Radio-TV Interview Report (RTIR), a publication widely read by radio and TV producers. I wound up doing nearly 100 radio interviews in 1999 as a result of that ad and the work of a show booker the company had hired promoting me to producers. Needless to say, the sales of DHA skyrocketed that year, not thanks to me, necessarily, but most assuredly thanks to the message and the work of the booker.

The same year, I was invited by show producers to do several segments on FOX-TV’s Good Day New York to talk about a variety of health topics. Why: thanks to the work of the ad in radio-TV producer publications. This, in turn, helped promote the magazine brand.

But what (or who) will promote your brand?

Ideally, you or your PR firm have identified a number of key influencers, experts or opinion leaders (KOLs), experts who are willing to make supportive statements that support your category (for sure) and your brand (possibly).

These experts can be included in a “Directory of Experts” you send out to media and can also be called upon to give category- (not brand-) supportive quotes and statements to media.

Before we get into suggested radio outlets, you may be asking: How much money do you need to push the sale of a certain product at a given price? According to Inc., a common formula is: If you spend $10 of the selling price of an item that cost $300 on advertising, then you should be willing to spend $3,000 in advertising to sell 300 units and generate $90,000 in sales.

“The other way is to set aside a flat percentage of your total projected sales revenues for advertising, “ notes Inc. “So if you plan to dedicate five percent of your revenues and you expect to bring in $100,000 in sales that year, you would spend $5,000 on advertising.”

Radio programs that are worth considering include:

Steve Lankford’s “Health Quest” Podcast
http://www.healthquestpodcast.com/

Dr. Ronald Hoffman’s “Intelligent Medicine” Podcast
http://drhoffman.com/podcast-2/

The Robert Scott Bell Show
http://radio.naturalnews.com/Archive-RobertScottBell.asp

Prescriptions for Health
Dr. Len Saputo and Nurse Vicki
http://radio.naturalnews.com/Archive-PrescriptionsforHealth.asp

Duke and the Doctor
http://dukeandthedoctor.com/

The Gary Null Show
http://www.wbai.org/program.php?program=29

Sister Jenna’s “America Meditating” Podcast
http://www.blogtalkradio.com/americameditating

But wait, who can manage and produce the ads I need and secure the programs I want?

While there are many outfits out there, AdLab is one of the best. Headed up by Barry Cohen (author of 10 Ways To Screw Up An Ad Campaign: And How to Create Ones That Work), AdLab can help you navigate through the minefield of radio, TV and online advertising, and promotions.

Take-home? Find an expert and a service that will utilize your expert to promote your category (or brand, perhaps), but make sure you (and your expert) are in compliance with all applicable FDA guidance and regulations regarding, for example, testimonials. Check out the resources noted here to take your product or brand to the next level.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Trade Organization Overload?

By James J. Gormley

The above headline comes from the provocative question I was asked for this article: Are there too many trade associations?

“The question is not whether we have too many trade associations, or not enough, but whether they are getting the job done,” notes Jarrow Rogovin, founder and president of Los Angeles, CA-based Jarrow Formulas.

Rogovin, who might be regarded as a one-man trade association himself, has a point. Every trade association has its strong suits and its specialties, and so, once again, the answer to the ultimate existential question, “Who am I?,” should serve as a signpost as to which organization might be best suited to your company’s needs.

If you are heavily involved in herbals, AHPA might be the right organization for you; if OTCs are your bailiwick, then CHPA is the right group for your firm.

On the other hand, if you make or sell a variety of products, CRN, NPA or UNPA might be well suited for you, and if you want to reach retailers as well, that’s where NPA comes in again.

There are also associations that specialize in certain categories, such as GOED and the IPA.

Keep in mind, however, that you can join more than one association, and probably should consider doing so if your company is able, since in that way you maximize your firm’s chances of being on the front lines of promoting and defending the natural products industry, whoever is leading the charge.

Also remember that the most strategically minded trade associations are able to forge powerful collaborations with credible consumer groups on important or watershed issues.

A perfect, recent, example of this was the coalition of all of the natural products trade groups, plus consumer organization Citizens for Health, which together successfully campaigned for the passage of the Dietary Supplement and Nonprescription Drug Consumer Protection Act (the AER Bill) in June 2006.

Another, more recent, example is Citizens for Health’s push in support of AHPA’s KeepSupplementsClean.org initiative.

There are other credible consumer organizations out there too, including, but not limited to, the Alliance for Natural Health (ANH), the National Health Federation (NHF), and Your Voice for Health (YVH).

Get these questions answered before you join any trade organization:

1. Is this organization mainly focused on my channel of trade or type of business?
2. Does the organization have a “1 member, 1 vote” policy for full members (it should)?
3. Is the work the organization does focused on rubber-hits-the-road areas I want it to focus on?
4. Is the organization more concerned about “having a seat at the table” than shaking up regulators and Congress?
5. Does the organization provide ample opportunities for all voting members to serve on the board and committees?
6. Is the organization respected and feared on Capitol Hill and in College Park, MD? (The first is great, but the latter is even better!)
7. Does the organization plan to collaborate more with credible consumer organizations so that we, as an industry, can present a united front, one that cannot be dismissed as “industry only”?

And depending on how satisfied you are with the answers you get, along with recommendations from colleagues who are already members, you will be able to choose wisely.

A Trade Associations Primer

• AHPA (American Herbal Products Association) is comprised of more than 300 domestic and foreign companies doing business as growers, processors, manufacturers, and marketers of herbs and herbal products.
• CHPA (Consumer Healthcare Products Association) represents more than 75 manufacturer member companies and 150 associate member companies. Manufacturer members manufacture or market OTC medicines and dietary supplements, including contract and private label manufacturers.
• CRN (Council for Responsible Nutrition): a Washington, D.C.-based trade association representing 100+ dietary supplement manufacturers, ingredient suppliers, and companies providing services to those manufacturers and suppliers.
• GOED (Global Organization for EPA and DHA Omega-3s) is a trade association whose goals are to increase consumption of omega-3s to adequate levels around the world and to ensure that the industry is producing quality omega-3 products that consumers can trust.
• IPA (International Probiotics Association) is an international organization with members equally divided between industry and academia and its goal is to provide a unique forum for the exchange of research and the latest breakthroughs in probiotic technology and new product development.
• NPA (Natural Products Association): NPA is the largest and oldest organization representing the entire natural products industry, with more than 2,000 members in all 50 states and internationally, accounting for over 10,000 retail, manufacturing, wholesale, and distribution locations of natural products.
• UNPA (United Natural Products Alliance ) is an association representing many leading dietary supplement, functional food, natural products and analytical and technology companies that share a commitment to provide consumers with natural health products of superior quality, benefit and reliability.
  
  [Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]
  

The Heart of the Matter: Ingredients for Heart Health

By James J. Gormley


Heart health as a category has changed over the last 20 years. Years ago, health and nutrition magazines would tout the benefits of single vitamins, herbs or minerals: vitamins A, C and E; hawthorn, cayenne and garlic; and selenium. With the exception of hawthorn, these continue to be popular for cardiovascular health formulations.

In recent years, while other standalones that pack a punch for heart health have risen to greater prominence — coenzyme Q10, green coffee extract, fish oil, and recently magnesium — science has moved in the direction of much more sophisticated formulations, often featuring proprietary extracts or premium standalones with active ingredients produced via patented processes, a few examples of which are:

• AmealPeptide for heart health and blood pressure (milk-derived bioactive tripeptides that are extracted from milk proteins during a patented production process);   
• Blueberry flavonoids; 
• Citri-Z for heart health (proprietary blend that exclusively provides polymethoxylated flavones [PMF] and other bioflavonoids;     
• Curcumin for heart health; 
• Green coffee bean extracts for cholesterol and blood pressure;    
• Resveratrol for cholesterol;    
• Sytrinol for cholesterol (patented and proprietary formula derived from natural citrus and palm fruit extracts); and  
• Vitamin K2 (MK-7) (promotes heart health via help with arterial elasticity).

Part of the reason for this is that nutritional and botanical science has become more advanced, and part of the reason is that companies want to have unique formulations using one or more premium, patented ingredients or blends in order to differentiate their products from the rest of the ticker-boosting supplements that are out there.

That being said, promotion of heart-health products as part of a healthy lifestyle is becoming increasingly important to manufacturers and marketers, not only because that is more FDA/FTC friendly and more responsible for consumers, but because Americans are sick and tired of being told by Big Pharma to take pills to address health problems without addressing some of the most critical underlying causes of heart un-health: chronically poor food choices and sedentary ways.

Consumers are not thrilled with just taking more pills, whether they are supplements or pharmaceuticals, and they are not thrilled with the idea of having to devote many hours per week on heavy-duty exercise.

While anybody can capture a wallet, at least for a day, if marketers can encourage consumers to incorporate sensible supplementation into a by-and-large healthy diet with a reasonable amount of exercise, then these products (and their ingredients) will have a chance to truly capture hearts and minds, a concept Kevin Thomson rightly outlines in his book, Emotional Capital. Then you will have the consumer for a lifetime.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Premium Ingredients, Commodity Ingredients: No "Versus" Needed

By James J. Gormley



First off, what are “premium ingredients”? The term is so broadly used that the lines between intrinsic value and marketing speak do, at times become blurred.

Premium can mean any of these things, and more:

• A very pure or high quality source.
• An ingredient that has a “value-added” quality associated with it, such as a unique manufacturing, fermentation, purification or refining process, often protected by patents.
• Ingredient compounds protected by composition of matter patents or use patents for a given application.
• A unique delivery form, usually for enhanced absorption and bioavailability, ergo efficacy.
• A proprietary blend (although this is highly debatable as to whether proprietary makes it premium: see below.)

If you want to use or develop a premium nutritional ingredient, what considerations are involved?

Here are some bad reasons not to use or source a premium ingredient:

1. I just want to be able to charge more money and make better margins.
2. I only want to differentiate my finished product from competitors’ products.
3. I want to hide poor-quality or filler ingredients under a “proprietary blend” shield.

Here are some good reasons to use or source a premium ingredient:

1. I want to provide the most effective product I can, matching wherever possible the dosages and ingredient forms used in clinical studies.
2. I want to provide consumers with maximum value.
3. I want to utilize ingredients produced via technologies that developers have invested millions of dollars in.

As to the cost burden on consumers, in cases where there is a very high price point thanks to the use of premium ingredients, Michael Lelah, technical director for Bloomingdale, IL-based NOW Foods: says: “Yes, consumers ultimately decide, and we work hard to bridge the gap between commodity and premium ingredients for and on behalf of the consumer.”

Noting that NOW Foods, for example, tries to provide premium ingredients wherever possible, “There are times when we can’t justify the high price of a premium ingredient based on its increased benefit, and we are not prepared to pass this on to the consumer.”

As to the question of economic adulteration hiding behind the “proprietary blend” aegis, Lelah notes: “We believe in full transparency on our labels. All our nutritional ingredient amounts are declared on our labels and we in most cases declare the potency of the ingredient or key botanical marker, so the consumer knows what they are purchasing.”

I would imagine that other companies share NOW Foods’ way of approaching the question of premium versus commodity. In addition Federal cGMPs are starting to level the playing field between premium and commodity ingredients, as well.

So there you have it: when it makes sense, doesn’t create an unreasonable price point, and is utilized for the right reasons, premium ingredients can be a great choice. That being said, since the quality of U.S. commodity ingredients is rising every day, these ingredients can serve as the foundation for formulas, with premium ingredients added for specific applications.

 [Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Dan Fabricant's FDA Insights | Nutritional Outlook

In April, Daniel Fabricant, PhD, ended his three-year tenure as FDA’s Director of the Division of Dietary Supplement Programs. Fabricant has since returned to the Natural Products Association (NPA; Washington, DC), where, prior to joining FDA, he served as vice president of global government and scientific affairs. (FDA has named William Correll interim head of Dietary Supplement Programs. Correll hails from FDA’s Center for Food Safety and Applied Nutrition.)

Nutritional Outlook and industry members will be watching with interest to see how Fabricant’s inside experience at FDA with policy issues such as New Dietary Ingredients and Good Manufacturing Practices (GMPs) informs his work at NPA going forward. Upon Fabricant’s departure from the agency on April 18, 2014, FDA said: “Dr. Fabricant worked hard to strengthen the FDA dietary supplement program,” noting that, during his time there, the agency took several court enforcement actions and issued numerous warning letters to companies, including for adulteration, mislabeling, and GMP violations.

Now firmly back at NPA, this time as its CEO—succeeding John Shaw—Fabricant spoke to Nutritional Outlook’s James Gormley about a range of issues, from the future of the NPA, to emerging champions on Capitol Hill, GMPs, and more.

READ MORE: Dan Fabricant's FDA Insights | Nutritional Outlook

Shaking Up the Joint(s)

By James J. Gormley


The oldest Baby Boomers are now turning 68; the youngest are clocking in at 50. It’s clear: the U.S. has an aging population that is being confronted by all of the annoyances and challenges associated with senescence, including those associated with our joints.

With global bone and joint health market expected to reach $9 billion by 2017, according to Global Industry Analysts, U.S. ingredient sales of the granddaddies of joint health supplementation – glucosamine sulfate and chondroitin sulfate – were approximately $235 million (according to Synutra Ingredients’ website) for 2012.

While their widespread appeal in the mid-1990s led to initial sales that were like wildfire, there were certain challenges that beset these now-mainstay ingredients, especially chondroitin.

Initially, chondroitin was criticized by some since, (a) its molecules were said to be up to 300 times larger than those which make up glucosamine and so could not be absorbed, and (b) the first research on chondroitin was mainly made up of animals that had received it intravenously.

Lately, chondroitin adulteration has become a concern, yet fortunately some industry leaders, such as Weiguo Zhang, president of Synutra Ingredients and makers of Chondro Gold™, have called for much more stringent screening for impurities and adulterants, so it is hoped that an increased industry focus using combination test methods will expose suppliers engaging in economic adulteration.

Regardless, glucosamine and chondroitin are maturing as ingredients, and that is opening up some opportunities for other ingredients to gain a foothold in the joint health market.

MSM is one such ingredient. While not a new ingredient, MSM (such as Bergstrom Nutrition’s OptiMSM®) has been earning its position as one of the core ingredients included in popular combination joint-health formulas.

Another ingredient that has been around, yet which has been gaining traction, is collagen. With most of the early denatured-vs.-undenatured battles now behind us, InterHealth’s UC-II® and BioCell Collagen® have risen to the fore.

Omega-3s is a more recent entrant into the joint-health race, bringing with it widespread trust and recognized benefits in other health areas. Newer, cutting-edge ingredients have also gained popularity in the market, including ASU (Avocado/Soybean Unsaponifiables), Meriva-SR® curcumin from Thorne Research, ApresFLEX® from Laila Nutra, and 5-LOXIN™ from PLT Health Solutions.

While the aforementioned is not an exhaustive inventory of joint health’s shining lights, what the emergence of these newer ingredients demonstrates is what the consumer demands, the consumer will eventually get. End users have been looking for joint-support ingredients that don’t take months to kick in, efficacy-wise.

They want to see benefits in days, and that’s what some of the latest and most interesting finished products in this area are focused on today: real results, fast.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Expo West 2014 Book Signings

Greetings, fellow Natural Products Industry members: 

Are you attending EXPO WEST this week?

Then I invite you to visit the Square One Publishers BOOTH #3356 on Friday or Saturday at 11:00 am to say "Hi!"

I will be signing autographs for my new book, Health at Gunpoint: The FDA’s Silent War Against Health Freedom.

WHAT: Book signings for James Gormley’s new book, Health at Gunpoint.

WHERE: Natural Products Expo West, Square One Publishers BOOTH #3356

WHEN: 
• Friday, March 7th, 11:00 am PST and Saturday, March 8th, 11:00 am PST.

You can order the book here.

I look forward to seeing many of my friends at the show!