Migrate All Your Old Gmail To A New Gmail Address How to Market Flavonoids – Persuasive Content Meets Bioavailability Research

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How to Market Flavonoids – Persuasive Content Meets Bioavailability Research

MODEL SOLUTION

Overcoming low absorbability has been a challenge for many herbal substances at least since the first health-related study involving quercetin appeared in 1948.

However, the best solution – phytosome technology – was not announced until 1991.

It was originally developed as a cosmetic delivery system for quercetin, catechin, escin and glycyrrhetinic acid. Now it is also widely used for the creation of oral supplements.

The use of the technology has exploded since the 1990s. More than 200 research articles about it are now listed in PubMed. And a comprehensive review of phytosomes as innovative delivery systems for phytochemicals was just published in late 2021.

The use of phytosome technology to formulate new supplements containing quercetin now leads to the marketing success behind products containing this herbal ingredient.

Here’s how the model works for quercetin.

The model also applies to other botanical compounds with low bioavailability.

A TWO-PUNCH OF PHYTOSOME RESEARCH AND TECHNOLOGY

First, quercetin has been studied extensively. PubMed lists more than 22,300 scientific articles about this single compound. It is the most well-studied flavonoid in the plant kingdom, even surpassing resveratrol and EGCG.

This database provides excellent material for creating compelling content about the research-backed benefits of quercetin.

In addition, since quercetin is difficult to absorb, it provides an excellent example for educating consumers about the importance of bioavailability.

Second, the benefits of quercetin phytosomes are well scientifically proven.

Studies already show how they enhance the impact of quercetin for several health applications. This is a rich and growing body of work. It provides a marketing asset to tell consumers about the science behind quercetin phytosomes.

A PERSONAL ADMISSION

Why focus on quercetin, or flavonoids at all?

Of course, the market survey mentioned earlier is one reason.

However, I have to admit another reason. Flavonoids are my favorite class of natural products.

One of my professors introduced me to them in my first year of graduate school. From that moment, they became my calling as I developed my professional expertise in phytochemistry.

Now, several decades later, most of my research publications have focused on flavonoids. And most of my graduate students did research on them as well.

I’m pleased to see the most common flavonoid in the plant kingdom—quercetin—getting the attention it and other flavonoids deserve.

COMBINATING CONTENT MARKETING WITH RESEARCH

The most effective content marketing mixes the right amount of persuasive copy with support from scientific research.

It is a two-headed process.

A ‘head’ relies on creating compelling emotional appeals

The other provides research analysis of consumers’ need to justify their purchases.

Pressing hot keys – e.g. health benefits – drives the initial decision process.

The objective data then captures the final desired action – eg, to buy.

The growing number of phytosome formulations of quercetin attests to this process.

It is an ideal model for all difficult-to-absorb phytonutrients.

HOW TO USE THE MARKETING MODEL

The model is already in play by major supplement manufacturers. Many phytonutrient phytosomes are already on the market. In other words, there is no need to reinvent the wheel.

Looking at prime examples shows the way. The leading developer of phytosome delivery systems for phytonutrients is Indena SpA (indena.com). Their quercetin product, Quercefit®, follows the model of developing a well-researched natural product into a delivery system that enhances bioavailability.

Additionally, several studies published since 2016 provide an excellent marketing resource to extol the health benefits of quercetin phytosomes.

With this background, using the Quercefit® model is a step-by-step process that includes three stages.

1) PRODUCT DEVELOPMENT

Unless you have a sophisticated chemistry research lab and a team of synthetic chemists, the first step begins with contacting Indena.

In fact, it’s best to start there anyway, as Indena has intellectual property protection for its phytosome technology.

Besides, they are super nice people. As I was developing this article, they provided me with all of their published research resources and gave me some great guidance to explain the value of phytonutrient phytosomes. This included health benefits as well as marketing perspectives.

2) EMULATION OF SUCCESS

Indena has created several phytosome products. This means that supplement retailers are already planning to incorporate one or more of the ten phytonutrient products they have developed so far.

The success of products such as ‘Pureway-C Plus with Lysine and Quercefit’ by Jigsaw Health and ‘HistaQuel’ by Dr. Mark Hyman is worth emulating for products containing Quercefit®.

Indeed, they set the stage for building the marketing success of all nine of their other phytosome products as well.

Equally important, it is the framework for the development of additional phytonutrient phytosomes to create an even wider range of new product formulations.

3) CREATION OF MARKETING CONTENT

This is where the rubber meets the road regarding the title of this article. It’s where compelling content meets bioavailability research.

Compelling content means creating a desire in the eyes of the consumer for a product.

If marketing were like a rocket, this is the trigger stage for driving emotions to purchase actions.

Citation of bioavailability research then establishes the consumer’s need to objectively justify the purchase based on facts. It’s the marketing phase of putting sales into orbit.

Content includes product descriptions, ads, landing pages, blog articles, press releases, interactive social media posts, and more.

The key to making it all work starts with compelling marketing copy.

STRENGTHENING THE POWER OF CONVICTION WITH SCIENCE

Persuasion drives all successful marketing efforts. Sales of the best products increase with the quality of compelling copy.

Combining conviction with science is the gold standard of supplement marketing.

That’s what a writer-scientist like me can do.

It is based on combining the skills of an expert writer with those of a research scientist.

I understand the jargon of scientific studies and can translate it into marketing content that drives supplement sales.

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