How to Market Flavonoids: Persuasive Content Meets Bioavailability Research
THE MODEL SOLUTION
Overcoming low absorbability has been a challenge for many plant substances, at least since the first health-related study involving quercetin appeared in 1948.
However, the best solution, phytosome technology, was not announced until 1991.
It was first developed as a cosmetic delivery system for quercetin, catechin, escin, and glycyrrhetinic acid. Now it is also widely applied to create oral supplements.
The use of the technology has skyrocketed since the 1990s. More than 200 research articles on it are already listed in PubMed. And a comprehensive review of phytosomes as innovative phytochemical delivery systems has just been published in late 2021.
The use of phytosome technology to formulate new quercetin-containing supplements now leads the marketing success behind products containing this plant-based ingredient.
This is how the model for quercetin works.
The model also applies to other botanicals with low bioavailability.
THE ONE-TWO FIST OF PHYTOSOME RESEARCH AND TECHNOLOGY
First, quercetin has been extensively studied. PubMed lists more than 22,300 scientific articles on this single ingredient. It is the best studied flavonoid in the plant kingdom, surpassing even resveratrol and EGCG.
This database provides excellent material for crafting persuasive content on the research-backed benefits of quercetin.
Also, since quercetin is difficult to absorb, it sets a great example for educating consumers about the importance of bioavailability.
Second, the benefits of quercetin phytosomes have been well established scientifically.
Studies already show how they increase the impact of quercetin for various health applications. This is a rich and growing body of work. It provides a marketing bonanza to inform consumers about the science behind quercetin phytosomes.
A PERSONAL ENTRY
Why focus on quercetin or flavonoids?
Of course, the market survey cited above is one reason.
However, I have to admit another reason. Flavonoids are my favorite class of natural products.
One of my professors introduced them to me in my first year of graduate school. From then on, they became my calling as I developed my professional background in phytochemistry.
Now, several decades later, most of my research publications have focused on flavonoids. And most of my grad students did research on them too.
I am pleased to see that the most common flavonoid in the plant kingdom, quercetin, is receiving the attention it and its fellow flavonoids deserve.
COMBINING CONTENT MARKETING WITH RESEARCH
The most effective content marketing combines the right amount of persuasive copy backed by scientific research.
It is a two-headed process.
A ‘head’ is based on creating persuasive emotional appeals
The other provides research analysis that consumers need to justify their purchases.
Pushing the hot buttons, that is, the health benefits, drives the initial decision process.
The objective data then ensures the desired final action, that is, to buy.
The growing number of quercetin phytosome formulations testify to this process.
It is an ideal model for all difficult-to-absorb phytonutrients.
HOW TO USE THE MARKETING MODEL
The model is already in play by the major supplement manufacturers. Many phytonutrient phytosomes are already on the market. In other words, there is no need to reinvent the wheel.
Looking at the best examples points the way. The leading developer of phytosome dispersion systems for phytonutrients is Indena SpA (indena.com). Their quercetin product, Quercefit®, follows the blueprint of developing a well-researched natural product in a dispersion system that increases bioavailability.
Additionally, several studies published since 2016 provide an excellent marketing resource to extol the health benefits of quercetin phytosomes.
With this background, the use of the Quercefit® model is a gradual process that involves three phases.
1) PRODUCT DEVELOPMENT
Unless you have a sophisticated chemical research lab and team of synthetic chemists, the first phase begins with contacting Indena.
In fact, it’s best to start there anyway, since Indena has intellectual property protection for its phytosome technology.
Also, they are super nice people. While developing this article, they provided me with all of their published research resources and some excellent advice to explain the value of phytonutrient phytosomes. This included health benefits as well as marketing insights.
2) EMULATING SUCCESS
Indena has created several phytosome products. This means that supplement retailers are already willing to carry one or more of the ten phytonutrient products they have developed so far.
The success of products like Jigsaw Health’s ‘Pureway-C Plus with Lysine and Quercefit’ and Dr. Mark Hyman’s ‘HistaQuel’ for products containing Quercefit® are worth emulating.
In fact, they also laid the groundwork for building on the commercial success of their nine other phytosome products.
Equally important, it is the framework for developing additional phytonutrient phytosomes to create an even broader range of new product formulations.
3) CREATE CONTENT MARKETING
This is where the rubber meets the road regarding the title of this article. It’s where persuasive content meets bioavailability research.
Persuasive content means creating a desire in the eyes of the consumer for a product.
If marketing were like a rocket, this is the booster stage to drive emotions into buying actions.
Citing bioavailability research confirms the consumer’s need to objectively justify the purchase based on facts. It is the marketing stage to put sales into orbit.
Content includes product descriptions, ads, landing pages, blog articles, press releases, interactive social media posts, and much more.
The key to making it all work starts with persuasive marketing copy.
HARNESS THE POWER OF PERSUASION WITH SCIENCE
Persuasion fuels all successful marketing efforts. The sales of the best products increase with the quality of the persuasive copy.
Combining persuasion with science is the gold standard of supplement marketing.
That’s what a science writer like me can do.
It is about combining the skills of an expert writer with those of a research scientist.
I understand the jargon of scientific studies and can translate it into marketing content that drives supplement sales.