For consumer brand leaders, the intersection of clinical research and accessible communication is a place of great potential. When creating science-backed product claims, you face the challenge of conveying intricate clinical findings in a manner that resonates with consumers. We have compiled a guide for turning complex research results into appealing product claims. We include strategies to help your brand simplify your findings and translate them into relatable language.
The Challenge of Communicating Science
Clinical trials and other forms of research often involve technical jargon and statistical information that if you just used as-is for marketing, would probably bore or confuse consumers. The best science communication is concise, clear, and informative without being dull. It may be easier said than done though, which is why we’ve compiled some top tips for crafting engaging content:
Strategy 1: Storytelling with Data
It is incredibly useful to draw consumers in by turning your raw research into an engaging story. Instead of just throwing out statistics in isolation, create narratives that outline your product’s journey from research to revelation. For instance:
Unpack how your product worked to improve certain health concerns over a long period of time.
Explain the specific things your participants liked about your product right away. This might be the initial application, immediate effects or anything else you heard in the feedback!
Discuss the quality of life improvements your product provided in order to humanize a prominent statistic. If 90% of participants noticed fewer wrinkles while using your serum, how did this affect their confidence? (Be sure only to pull from actual consumer feedback, don’t fictionalize your results!)
Contextualize research by illustrating its relevance to consumers' lives. Emphasize how findings directly impact their well-being or address their needs, fostering a deeper connection.
Strategy 2: Real-Life Analogies
Connect to Everyday Experiences
Form a connection between science and relatability by relating research outcomes to real-life situations. Explain how your product and its proven performance address common concerns that many people will relate to.
Consumer Benefits First
It may seem obvious, but the most important thing in product claims is to ensure you’re targeting how a product impacts consumers - NOT just how scientifically valid it is. Yes, your research may have shown significant improvements on a specific symptom, but this is only meaningful to your audience within the context of how it impacts them.
Highlight outcomes that resonate with consumers, showcasing how your product can enrich their daily experiences. Also, consider elaborating on how conducting research demonstrates your brand’s values of providing a safe and effective consumer experience.
Strategy 3: Visualizing Insights
Infographics for Simplification
Transform intricate data into visual representations, such as infographics. These visual aids can distill complex concepts into easily digestible formats, improving accessibility. Plus, this can be a great opportunity to incorporate your branding into the research results.
Other Impactful Visuals
Employ before-and-after visuals to highlight the transformative power of your product. This works best for products such as skincare or cosmetics where there is a noticeable aesthetic change. By visually illustrating changes, you provide consumers with tangible evidence of your claims.
Strategy 4: Crafting Clear and Concise Claims
Focus on the Essential Messages
FIlter out the most critical information from your research. Your product claims will reach people more effectively when they are succinct and clear. This means you should also avoid technical jargon in your marketing efforts. Try to use a conversational tone that won’t alienate your audience, and be sure to explain any words or phrases that may be unclear.
Strategy 5: Engaging Emotion
Your product serves a practical purpose, but it also addresses emotional needs that you should touch on in your marketing. One great example is:
If you’re marketing a gut-health product, of course it addresses digestion. But how does this impact your consumers emotionally? Maybe the freedom to eat their favorite foods without stomach upset offers them relief from stress in food-related settings.
You should discuss the ways that your product fulfills desires that people can relate to, as this goes beyond the clinical solutions and fosters a personal bond between brands and their customers.
Similarly, you should consider composing claims that showcase how consumers can take control of their well-being through your product. This is an empowering message that encourages people to try your product. Everyone likes to feel proactively in charge of their health!
Leaders of consumer brands can bridge the gap between scientific research and consumer engagement. By making your product claims clear and accessible, you market your formula more effectively. If you can translate complex research into consumer-friendly claims, you create a transparent and authentic brand image that consumers greatly value. This also makes your research (and therefore your product) easier to find!
Want to create your own product claims or participate in research?
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 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.