You have invested in clinical research for your skincare, cosmetic, or supplement brand, and the results are in: your formula now has clinical evidence behind it! It is time to build on the momentum of your clinical trial by creating engaging content to showcase the results of your study. We have collected some tips and tricks during our work with consumer brands that will help you make the most of your newly published study.
Which Information Should You Prioritize?
When creating content from your clinical research results, it’s easy to try and cram as much information in as possible, but it is a much better strategy to prioritize the most relevant performance claims from your research. These claims will center around the specific health or wellness concern that your product is designed to address.
User Success Rate: Your content should highlight the statistical success rate your users had with your product, this will usually be referred to within your research as the primary endpoint.
User Experience: Claims pertaining to the ease of application or convenience of your product can help your brand further stand out in a sea of millions of products that may have comparable success rates.
Long-term benefits: Showcasing the lasting effects of your product will draw in users who value consistency in their health and wellness routines and can often be overlooked by brands. This is a more feasible option for brands that have been able to conduct longitudinal research which can actually demonstrate the benefits of product use over time.
You can learn more about choosing the right product claims to showcase on our blog, where we cover marketable health claims in depth.
Provide Value in Your Content
All of the content you create about your brand or about a specific product’s performance should add value to your customer experience. Following clinical research, the value you contribute is the science-backed evidence in favor of your formulas. This is best displayed through tangible health claims, such as those describing statistical success rates from your trial.
This kind of content can also be valuable by educating consumers on why your product has performed well in clinical research. This is a great opportunity to showcase the in-depth research that went into formulating your product in the first place, and why you chose the ingredients that you did. For example, if you are advertising a skincare product with tea tree oil, highlight the most current research available on this component of your formula in relation to how high your user success rates were.
Highlight Perks That Only Your Product Provides
If you’re marketing a product that is unique entirely to your brand (such as a very particular supplement blend or a novel skincare treatment) play it up! Why should consumers give your product a chance, and how have you shown that your unique formula can improve their health and wellness?
Alternatively, if your product contains ingredients that are comparable to others on the market (such as an acne-fighting face wash with salicylic acid in it), use your clinical trial results to showcase why consumers should choose your product over the others available to them.
Get Help With Marketing Efforts
Creating powerful content is more important during our current digital age than ever before, with content marketing proving an effective strategy for generating leads and revenue, as well as building a reliable audience. Just as investing in clinical research can be an important step for solidifying your brand, finding marketing support that works for your goals is a great way to bolster your brand reputation.
There are a variety of companies that work alongside CPG (consumer-packaged goods) brands in order to market clinical research results effectively. Marketing and content creation companies can work alongside consumer brands to publish creative engaging content that may be difficult for smaller brands to achieve on their own.
In order to use your clinical research results as effectively as possible, it is best to keep in mind several key points. First, prioritize highlighting information such as statistically backed health claims and anything that adds value to your consumers’ experience, such as educational health content. Next, your content can be a great opportunity to showcase the ways your product stands out from others on the market, whether through its unique formulation or its performance in clinical trials. Finally, getting help from the pros can be invaluable when it comes to creative marketing and content solutions.
Want to create your own clinical trial?
Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design a clinical trial that is right for you and your budget, so that you can start sharing research-backed product claims without spending a fortune. We offer the cohesive planning and management required to conduct successful clinical trials, from start to finish. Ready to get started? Let's talk! You can contact us here.