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How to Market Flavonoids – Persuasive Content Meets Bioavailability Research

THE MODEL SOLUTION

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

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

It was first developed as a cosmetic delivery system for quercetin, catechin, escin and glycyrrhetinic acid. It is now widely used to create oral supplements.

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

The use of phytosome technology for the formulation of new supplements containing quercetin is now bringing the marketing success behind products containing this plant ingredient.

Here’s how the model works for quercetin.

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

THE ONE-TWO PUNCH OF PHYTOSOME RESEARCH AND TECHNOLOGY

First, quercetin has been extensively studied. PubMed lists over 22,300 scientific articles on this single ingredient. It is the most studied flavonoid in the plant kingdom, even surpassing resveratrol and EGCG.

This database provides excellent material for creating persuasive content about the research benefits of quercetin.

Also, since quercetin is difficult to absorb, it presents a great example to educate consumers about the importance of bioavailability.

Second, the benefits of quercetin phytosomes have been well established scientifically.

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

A PERSONAL ADMISSION

Why focus on quercetin, or flavonoids in general?

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 point, they became my vocation as I developed my professional competence in phytochemistry.

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

I’m glad to see the most common flavonoid in the plant kingdom – quercetin – getting the attention it and its fellow flavonoids deserve.

Combining content marketing with research

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

It’s a two-step process.

A “headline” is based on creating persuasive emotional appeals

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

Pushing the hot buttons—ie, health benefits—drives the initial decision-making process.

Objective data then hit the last desired action – that is, to buy.

The growing number of quercetin phytosome formulations 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 the main manufacturers of supplements. Many phytonutrient phytosomes are already on the market. In other words, there is no need to reinvent the wheel.

Looking at the best examples points the way. The main developer of phytosome dispersion systems for phytonutrients is Indena SpA (indena.com). Its quercetin product, Quercefit®, follows the model of developing a well-researched natural product in a dispersion system that increases bioavailability.

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

With that background, the use of the Quercefit® model is a stepwise process that involves three phases.

1) PRODUCT DEVELOPMENT

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

Actually, it’s better to start there anyway, since Indena has intellectual property protection for its phytosome technology.

Also, they are super nice people. While I was developing this article, they provided me with all of their published research resources and gave me some great tips for explaining the value of phytonutrient phytosomes. This included health benefits and marketing prospects.

2) EMULATING SUCCESS

Indena has created several phytosome products. This means that supplement vendors are already on board with the incorporation of one or more of the ten phytonutrient products they have developed so far.

The success of such products 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 to build on the marketing success of all nine of their other phytosome products.

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

3) CREATE MARKETING CONTENT

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

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

If marketing was like a rocket, this is the stage of reinforcement to drive emotions towards purchase actions.

Citing bioavailability research then cinches the consumer’s need to objectively justify the purchase based on facts. It’s the marketing stage to get 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 persuasive marketing copy.

APPLY THE POWER OF PERSUASION WITH SCIENCE

Persuasion fuels all successful marketing efforts. The sales of the best products increase with the quality of persuasive copy.

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

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

It is based on combining the skills of an experienced 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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