Vitamins, minerals and supplements (VMS) is a multi-billion-dollar industry that has been growing rapidly over the past few years. As more and more people become interested in taking control of their health and wellness, the demand for information on VMS has increased. We’ve seen a surge in the number of VMS editors hungry for science-based information on the latest research and trends.
Science-Based Is the Foundation for VMS Success
The VMS industry is constantly evolving, and editors need to stay up to date with the latest research and trends to provide their readers with accurate information. Brands and manufacturers rely on VMS editors to provide reliable information that helps consumers make informed decisions about their health and wellness.
Unfortunately, not all VMS products are created equal, and some can even be harmful if taken in excessive amounts or conjunction with certain medications. That’s why VMS editors must rely on science-based information to ensure that their readers are getting the best advice.
According to Mintel, consumers want greater ingredient transparency from VMS brands. They are looking beyond organic to ensure overall product safety and transparency and want clear information that reassures them that the product is safe. You’ll want to tap into consumer insights and find out how their health and wellness perceptions have evolved when it comes to understanding ingredients. They want up-front messaging that covers:
- What’s in the product
- What’s NOT in the product
- Health benefits
- Third-party certifications
5 Tips to Get Coverage
You may wonder how to share your findings with VMS editors to get coverage. Here are some tips to help you get your research noticed:
- Create a press release: A well-written press release is a great way to get your research noticed by VMS editors. Make sure your press release is concise, informative and includes all the relevant information about your research. Be sure to highlight the most important findings and why they matter to consumers based on current trends and reports.
- Use social media: Social media is a powerful tool for reaching a wide audience, especially your ideal network. Share your research on social media platforms, such as LinkedIn, to get the attention of VMS editors. Make sure to use relevant hashtags to increase visibility.
- Reach out to VMS editors directly: Identify the VMS editors at publications that would be interested in your research and send them an email or message. Be sure to personalize your message and explain why your research is relevant to their audience.
- Attend industry conferences and trade shows: Industry conferences are a great way to network with VMS editors and share your research. Be sure to bring business cards and handouts with relevant research to share with attendees.
- Work with an agency that’s an extension of your team: If you’re having trouble getting coverage, consider working with an agency that specializes in the health and wellness industry. They can help you craft a press release, identify the right contacts and pitch your research to the media.
Supplement Your VMS Marketing Efforts
VMS editors are seeking science-based information on the latest research and trends. And like consumers, they’re doing their own research on ingredients, which includes finding products and solutions that are backed by science. Getting your research noticed is the next step in helping consumers make informed decisions about their health and wellness.
Not sure where to begin? ColinKurtis Advertising, a full-service advertising agency specializing in food & beverage, health & wellness and nutraceutical marketing, can help you assess your strategy and create a personalized plan for your company. Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn more about our VMS marketing capabilities.
Blog post from:
Valette Piper-Bledsoe
Vice President, Client Services
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