Marketing vitamins, minerals and supplements (VMS) has many parallels to marketing other types of products. But there are a few unique aspects of the industry that manufacturers should keep in mind including use claims and necessary disclaimers.
Impactful—and Correct—Claims
Be sure to emphasize any health claims that can be made around your product. The end-consumer is looking for results from their VMS purchases, and giving manufacturers the chance to make bold, qualified claims helps build their brand’s credibility and catch consumers’ attention.
Be sure to always be mindful of regulations surrounding your products and consult with your legal and regulatory team, if you have one, especially if you plan on using structure-function claims in your marketing. Examples of these types of claims include:
- “Supports urinary tract health”
- “Helps maintain cardiovascular function”
- “Promotes joint health”
Structure-function claim accuracy is important because these claims are subject to review by the U.S. Food and Drug Administration (FDA). Manufacturers must submit a notification to the FDA no later than 30 days after marketing their product and in case of review need to be able to substantiate that their claim is truthful and not misleading to consumers. Therefore, it is critical to use extreme care when crafting your vitamin, mineral and dietary supplement marketing campaigns to help you avoid fines or even lawsuits.
Use Disclaimers When Necessary
Appropriate disclaimers are critical for effective and ethical VMS marketing. All marketing efforts, including the aforementioned structure-function claims, must also include a disclaimer that their claim has not been evaluated by the FDA as well as a disclaimer that states that the product is not intended to “diagnose, treat, cure or prevent any disease.” This is important because only drugs can legally make such claims.
Word choice is critical in VMS marketing. If brand’s aren’t careful, the language used in their claims can lead consumers to believe a product can diagnose, treat, cure or prevent a disease, and therefore could be classified as a drug by the FDA. Corresponding disclaimers are an important way to counteract the possibility of misleading consumers.
Here are some examples of common verbs that be used in claims besides “diagnose, treat, cure and prevent,” and therefore help make it clear that a VMS product is not a drug:
- Supports
- Stimulates
- Maintains
- Regulates
- Promotes
Your Trusted VMS Marketing Partner
With the right guidance and attention-to-detail, your VMS marketing can be a success and produce a return on your investment.
When you partner with the team at ColinKurtis Advertising, we can help you stay aware of the latest trends and effective tactics for delivering effective VMS marketing strategies to your target audiences.
Contact Mitch Robinson at mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn how ColinKurtis Advertising can help you reach your VMS marketing goals.
Blog post from:
Matt Hensler
Chief Marketing Officer
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