Similar to the greenwashing words "natural," " clean," and "organic," the word "transparency" has become a popular buzzword in supplements. Many brands claim to be transparent in their supply chains. With the popularity of conducting clinical trials, brands also frequently tout their commitment to transparency in research, claiming to be open about the research and clinical trials that back their products. However, the reality often falls short. Many brands are hesitant to disclose the details of their studies fully, focusing instead on making bold claims.
The Reality of Transparency in Supplement Clinical Trials
1. Selective Disclosure:
Claims Without Context: It's common for brands to highlight the positive outcomes of their studies without providing the full context. This selective disclosure can be misleading, as it omits critical information about study design, sample size, methodology, and limitations.
Hesitancy to Publish: Many brands are reluctant to publish full study results, fearing that negative or inconclusive findings might damage their reputation. Instead, they focus on marketing claims that present their products in the best possible light.
2. The Impact on Consumer Trust:
Skepticism: Consumers are becoming increasingly skeptical of supplement claims, especially when there is a lack of accessible and comprehensive study data. This skepticism can erode trust and make it difficult for brands to build a loyal customer base.
Demand for Transparency: There is a growing demand from consumers for greater transparency in how supplement claims are substantiated. Brands that fail to meet this demand risk losing credibility and market share.
Best Practices for True Transparency
To move beyond transparency as a buzzword, supplement brands must adopt genuine and robust practices that demonstrate their commitment to openness and honesty. Here are some best practices to consider:
1. Create a Dedicated Science Page:
Detailed Information: Develop a dedicated science page on your website where you can publish detailed information about your clinical trials. Include study design, sample size, methodology, results, and any limitations or potential biases.
Accessible Format: Ensure the information is presented in an accessible format, using plain language summaries alongside more technical details for those interested in deeper insights.
2. Publish in Peer-Reviewed Journals:
Credibility: Publishing your studies in peer-reviewed journals adds credibility to your claims. Peer review ensures that the research has been scrutinized by independent experts, enhancing the reliability of your findings.
Open Access: Whenever possible, aim for open-access publications so that the full study is available to anyone who wishes to read it, not just those with journal subscriptions.
3. Host an AMA (Ask Me Anything) with Your Research Team:
Engage with Consumers: Hosting an AMA session with the research team that conducted your study allows consumers to ask questions directly and receive transparent, firsthand information about the research process and findings.
Build Trust: This direct interaction helps build trust and shows that your brand is open to scrutiny and willing to engage in honest dialogue with its audience.
4. Disclose All Results, Positive and Negative:
Balanced Reporting: Commit to disclosing all results from your studies, including negative or inconclusive findings. This balanced reporting demonstrates integrity and helps consumers make informed decisions based on a complete picture.
Contextualize Findings: Provide context for negative results, explaining any factors that may have influenced the outcome and how they inform future research and product development.
5. Provide Regular Updates:
Ongoing Research: Keep your audience informed about ongoing and upcoming studies. Regular updates on your research initiatives show a continuous commitment to scientific inquiry and transparency.
Progress Reports: Share progress reports and preliminary findings to maintain interest and demonstrate that transparency is an ongoing practice, not a one-time event.
Transparency in supplement clinical trials should be a fundamental aspect of how brands operate. By moving beyond selective disclosure and adopting best practices for genuine transparency, supplement brands can build trust, enhance their credibility, and foster long-term customer loyalty.
Embrace transparency by creating a dedicated science page, publishing in peer-reviewed journals, hosting AMAs with your research team, disclosing all results, and providing regular updates. These steps will satisfy the growing demand for transparency and set your brand apart as a leader in integrity and honesty.
For assistance in implementing these best practices, consider partnering with Citruslabs. Our clinical trial services and consumer engagement expertise can help your brand achieve true transparency and resonate positively with informed consumers. You can contact us HERE.