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Blog
Trailblazing new claim generation approaches
Aida Gadzhieva-Moore, Associate Principal, IQVIA Consumer Health Insights and Science COE
Andy Brough, Associate Principal, IQVIA Consumer Health Global Consulting
Oct 11, 2022

Over the last 3 years, we have witnessed major changes across the consumer and healthcare space. Adjustments that consumers had to make to their lifestyles include seeking alternatives to traditional healthcare professional (HCP) access models as a result of limited doctor access during the pandemic, looking for the best value for money due to global economic shifts, and the need to be aware at all times on the changing environment. All of these helped shape a new consumer – more digital savvy, better informed and knowledgeable of health, more resilient and prepared to embrace self-medication and self-prevention.

Witnessing the New Consumer emerge in a changing world

As the consumers and lifestyles are changing, so must the brands. With recent major healthcare shifts, the consumer health brands now must evolve to meet the new elevated requirements set by the consumer. Whether that requires developing and introducing new products is determined by a simple yet crucial question: "How well does the brand fit into the changing lifestyle of our consumer?"

Innovation challenges in the new environment

The traditional approach to innovation is facing challenges. The changes in product form, flavours, and/or line extensions are becoming less compelling to the consumers. Furthermore, consumer health markets continue to be crowded, which makes finding a point of difference over competitors harder than ever, with store label making a resurgence in some markets. Add to this the rising concerns for the environment and a stronger desire for more naturally-based product ingredients, all of which are also placing pressure on future brand innovation challenges.

Finding the differentiator via new claims for established products

To successfully adapt to today’s complex and changing world, brands are required to establish a strong connection with the consumer. Consumers are looking for a product that would fit their needs perfectly – backed by trustworthy proof that the product will work for them before buying it. Online reviews are searched customarily, but consumers are increasingly doubtful whether the reviews are authentic. This is where trustworthy claims based on actual user experience may bridge the gap between science and consumer.

Claims nowadays communicate so much more to the consumer than merely the content and efficacy of the product. In the modern world, claims deliver important positioning messages and are used extensively by consumer health brands to form a special emotional bond with consumers. While emotional connection with the brand is important, the evolution of consumers means that they are increasingly seeking evidence that the science supports quality of life benefits and emotional values of the brands.

Thus, finding new claims for existing products is a way forward in a changing consumer environment, and such claims may be generated by:

  • Exploring new well-being and quality of life factors that are linked to traditional symptoms such as pain, digestive and skin conditions, etc.
  • Exploring the science of brand ingredients to show a link between physical symptoms and well-being to reinforce the emotional links to brands
  • Uncovering from evidence the gaps in treatment areas which can focus on new claims for established brands
  • Utilising scientifically validated consumer real world studies to validate and support new claims that are differentiating and add value to established brands
  • Exploring the new and emerging preferences for sustainability and more natural needs of core target consumers to uncover white spaces in the brand portfolio for new variants
    (E.g., A preference shift towards naturals which implies a potential for new natural evidence based offering in the brand subject to regulatory validation)

Example: New claims for better mental health

With the recent rise of emotional pressure on consumers worldwide, more brands are choosing to pursue claims targeting mental health and psychological well-being across various consumer health categories – OTC, nutrition, personal care, and consumer devices.

Such brands may not have mental health support as the primary scientifically validated endpoint, but these additional brand requirements can add value and points of difference by, for example:

  • Additionally aiding a healthier sleep
  • Additionally addressing energy issues
  • Additionally contributing to a healthier lifestyle
  • Improving consumers’ overall quality of life and mental well being

Winning the race for new claims

To win in the constantly changing claims landscape, a dedicated holistic framework that combines first-hand consumer experience with scientific tools is required. The seamless integration of science, consumer insights and commercial strategy in a single connected intelligence capability can help companies uncover and validate new claim spaces.

New scientific approaches to claims will not just bring commercial success to consumer health brands – it will also benefit the consumers by empowering them to make informed decisions about their health and lifestyle as they are heading towards a stronger and healthier future.

To find out more about the new generation of claims, please feel free to contact us.

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