Growing consumer demand for nutraceuticals is creating exciting PR opportunities for those adept at educating consumers about health-related benefits without violating Food & Drug Administration marketing limits.
By the year 2000, the vitamin- and mineral-enriched foods industry is expected to reach $700 million, a 7 percent increase from 1995, according to FIND/SVP, a market research firm in New York.
But the FDA is keeping close tabs on claims that can be made about nutraceuticals via the Dietary Supplement Health and Education Act (DSHEA) of 1994, which prevents manufacturers from making certain claims about dietary supplements. Additionally, the media and consumer advocacy groups are closely watching developments in this market.
Although the industry is overcoming its "snake oil" consumer perception, it still is fighting to legitimize itself with more sophisticated "third-party" research. And manufacturers are seeking PR counsel for communications support ranging from campaigns that build credibility via medical experts to surveys that raise the profiles of new category entrants - herbal products and sports nutrition supplements.
"Manufacturers are looking for communications partners who can manage the many restrictions on marketing these products, and cut through the clutter to reach the public with a strong, relevant message," says Helen Vollmer, president of Vollmer Public Relations in Houston. Recently, Vollmer became agency of record for Weider Nutrition International, a major supplier of vitamins and nutritional supplements.
McGwire Brings Issue to Forefront
Ironically, some of the strongest media opportunities for the industry have been the mixed reviews these supplements get, which can create a crisis situation. Take, for example, Mark McGwire and his record-breaking homerun streak. When a reporter broke the news that the St. Louis Cardinals' slugger was taking androstenedione, a performance-enhancing supplement sold at retail stores, speculation raged about the supplement boosting his accomplishments.
But the controversy is catapulting Andro-Gen's sales (the brand name of supplement McGwire is taking), according to David Jacobsen, president of Los Angeles-based Genetic Evolutionary Nutrition, which markets the product.
Since the McGwire story broke, the company has generated "several hundred-thousand dollars" in sales, according to Jacobsen. And Andro-Gen has received national media coverage from print and broadcast outlets, including The Chicago Tribune, The Washington Post, CNN, and TV shows like "Dateline" and "Extra."
The best way to respond to criticism of this magnitude is with third-party research and endorsements, which Andro-Gen neglected to do.
When Creatine, a popular performance-enhancing supplement, recently was criticized for being taken at unsafe levels, Miller DeMartine Group, a PR firm in New York, helped General Nutrition Companies (GNC), develop a relationship with the National Strength & Conditioning Association (NSCA), a nonprofit for coaches and trainers. GNC cosponsored an NSCA survey, released last month, that found most professional, college and high school athletes are following the recommended dosage levels. This approach helped to position Creatine as a safe and effective supplement when used as part of an exercise regimen, says Greg Miller, with Miller DeMartine.
Credible Tactics
Now is a good time to flex your PR muscle with nutraceutical assignments because the journalistic tide is turning to more positive coverage, says Judith Lederman, president of JSL Publicity & Marketing, a marcom firm in Irvington, N.Y.
Since 1989, when Lederman launched her practice, her nutraceutical client base has grown 50 percent with companies like Hayward, Calif.-based BodyAmmo Nutraceuticals, manufacturers of energy-enhancing chewing gum and BioTherapies, a manufacturer of dietary supplements in Elmsford, N.Y.
And major national news outlets like Newsweek, The New York Times and CNN devote regular coverage to the nutraceutical industry and B-rolls are in high demand by TV stations, says Lederman.
Positioning credible nutraceutical experts is critical to get media and consumer buy-in for the "self-care" industry, Miller adds. GNC, for example, spends $80 million on marketing and PR. The company, based in Pittsburgh, sells its products through a retail network of 3,435 stores throughout the U.S.
"The media [often] doesn't understand the segment or the various products within it. The nutraceutical industry is where healthcare was 10 years ago," says Miller. "Healthcare overcame its confusing image issues by making research data more accessible - which is what the self-care industry must do with coherent and credible campaigns."
Miller's agency uses media symposiums, surveys and issue-oriented campaigns to support GNC's wide range of vitamin and mineral supplements, sports nutrition and herbal products. (Vollmer, Helen Vollmer, Christie Kaluza, Denisha Raulston, 713/546-2230; Miller DeMartine Group, Greg Miller, 212/695-2535; JSL, 914/591-5516)
FDA's Restrictions on Nutraceuticals
In April, the Food & Drug Administration (FDA) clarified its position on the claims that can be made about dietary supplements, which are referred to as the "structure/function claims" under the Dietary Supplement Health and Education Act (DSHEA) of 1994. The act provides several marketing guidelines that include avoiding these claims:
- The product has an effect on a specific disease or class of diseases. Prohibited claims: "Product X protects against the development of cancer," or "Product X reduces the pain and stiffness associated with arthritis." Allowable claims: "Product X helps promote urinary tract health," or "Product X helps maintain cardiovascular function."
- The product is in a drug class that is intended to be used to diagnose, mitigate, treat, cure or prevent a disease. Prohibited claims: referring to products as antibiotics, antiseptics, or antidepressants. Allowable claims: using words like "energizer" or "rejuvenative."
- The product is a substitute for, or augmentation of, a drug or other medical therapy. Prohibited claims: product names like "Herbal Prozac" because it indicates the product may act like a prescription drug; or suggestions that the product should be used "as part of your diet when taking insulin to help maintain a healthy blood sugar level." (FDA, Ruth Welch, 202/205-4144)