The new year always stirs up a feeling of change. It’s a golden opportunity for you to put some sparkle into your brand image and strategy. For you, the innovative marketers steering these wellness brands, this period is ripe with possibilities to redefine and reassert your brand's presence in a highly competitive market.
This isn't about cosmetic changes or following the latest fads. It's about a strategic refresh that resonates with your audience's evolving needs and interests, especially in an era where consumers are more informed and discerning than ever. Central to this transformation is incorporating clinical research into your marketing storylines. By anchoring your brand refresh in solid science and tangible benefits, you elevate your brand from being just another option to a trusted name in wellness. So as a marketer, what can you do with clinical research? Let’s explore:
1. Launch a "New Year, New You" Campaign with Evidence-Based Messaging
Kick off the new year by aligning your wellness products with the widespread sentiment of transformation and renewal. Emphasize how your products contribute to a healthier lifestyle, and back it up with solid clinical research. This approach not only attracts attention but also builds trust with your audience.
2. Introduce Limited-Edition Products Supported by Latest Research
Capitalize on the novelty of the new year by releasing special edition products. Make these stand out by basing them on the latest clinical research in wellness. This shows your brand is at the forefront of industry knowledge and innovation.
3. Host Wellness Webinars or Podcasts with Experts
Position your brand as a thought leader by hosting informative webinars featuring health and wellness experts. Does your brand have a podcast? Discuss recent clinical studies and how your products are aligned with these findings. This educates your audience and reinforces the credibility of your brand.
4. Enhance Product Descriptions with Clinical Findings
Revise your product descriptions to include recent clinical research that supports their benefits. This not only educates your consumers but also adds a layer of authenticity to your marketing efforts. Many brands we work with choose to highlight the top 3-4 claims from their results. For example, “89% of participants noticed an increase in energy after just two days” is a powerful statement. Placing it on the product page persuades your audience at a pivotal point in their decision-making process.
5. Implement a “Science Behind Wellness” Blog Series
Start a blog series focused on the science behind your products. Use this platform to translate complex research findings into easy-to-understand content. This not only engages your audience but also demonstrates your commitment to transparency and education.
6. Partner with Health Influencers for Authentic Endorsements
Collaborate with health and wellness influencers who can genuinely advocate for your products, especially those who can speak to the clinical research backing your products. However, make sure you equip them with talking points and educate them about what they can and can’t claim about the benefits of your product. The FTC regulates this side of the industry and you could be responsible for any implied, false, or unsubstantiated claims made by your influencers.
7. Update Packaging with Research Highlights
Refresh your product packaging to include snippets of clinical research that support your product claims. This makes the research accessible and immediately communicates the value of your products to consumers at the point of purchase. This is a great way to capture the trust of consumers who are shopping in-store where they otherwise would miss out on the clinical trial info shared on your website.
BONUS: When you conduct a clinical trial with Citruslabs, you’ll earn the Citruslabs Tested Seal, an official seal safeguarded by the stringent criteria of Citruslabs' clinical trials. This seal represents a formidable, distinguished asset for brands seeking to stand out in the market and establish consumer confidence, and can be placed on your product packaging.
8. Create Interactive Experiences in Stores
Design in-store experiences that educate customers about your products and the research behind them. Interactive displays, quizzes, or augmented reality experiences can make learning about your products fun and engaging.
9. Social Media Campaign Focused on Wellness Education
Use social media platforms to share bite-sized information from clinical research, linking these insights to your products. This approach positions your brand as both educational and relevant.
10. Offer Wellness Challenges Supported by Products
Initiate wellness challenges that encourage customers to use your products in a structured way, showing real-life applications of clinical research. Provide resources and support throughout the challenge to build a community around your brand.
Each of these ideas aims to integrate clinical research into your marketing strategies, making your brand stand out as both knowledgeable and trustworthy in the wellness space. Remember, authenticity and education are key to connecting with your audience and refreshing your brand for the new year.
Want to incorporate these ideas, but lack the clinical research you need?
We can work with (almost) any budget! Reach out to our team to get started on your own clinical research project today.