Marketing Anti-Aging Products

As the anti-aging product market continues to expand rapidly in the coming years, it’s time to get your anti-aging marketing strategy in shape.

Throughout history, nobody has looked forward to getting old, loosing their looks, and declining in health. In the modern, high-tech era, however, people are more youth-obsessed than ever.

In effort to capitalize on our growing need to look and feel young, more and more companies are releasing skin creams that erase wrinkles, sprays that eliminate dark circles from around the eyes, and other products that promise to turn back the clock on the aging process.

A Rapidly Growing Market

According to the Anti-Aging Products Market’s Global Anti-Aging Products Market research report, the anti-aging products market will reach a compound annual growth rate (CAGR) of nearly 7% by 2023. Global Cosmetic Industry Magazine (GCI Magazine) echoes this prediction, estimating a 5% CAGR for anti-wrinkle product market through 2027, which would make wrinkle cream a $12.8-billion industry.

Developing an Effective Anti-Aging Marketing Strategy

Here are a few tips to help you make the most of the rapidly expanding anti-aging sector:

1. Concentrate on the right market for your anti-aging product

GCI Magazine identifies the best anti-aging product markets worldwide as the Asia Pacific, North America, and Europe. When it comes to specific countries, however, research analyst Amir Shaikh identifies the United States as the single biggest market for anti-aging products, devices, and services.

Anti-aging product marketers would also be wise to consider a both sexes when choosing appropriate outreach strategies. In the words of Forbes senior contributor Andria Cheng, men are becoming increasingly “style-conscious,” engendering a growing market for male anti-aging skincare.

2. Stress scholarship and science

As reported by the daily business and tech newsletter Trends, Harvard professor David Sinclair echoes the sentiments of his fellow anti-aging researchers, declaring that the makers of anti-aging products have gone from empty promises to a serious industry. In short, modern science has us living (and maintaining healthy bodies and minds) longer than ever before.

In light of this, marketers should tout the scholarship and science that underlie their various anti-aging products. Trends quotes Life Biosciences CEO Mehmood Khan, who stresses the fact that technology, academia, and medicine blend seamlessly with commerce in the anti-aging sector. “Gone are the days where you’re a businessman or engineer or academic,” says Khan. “In the modern age, those lines are blurred and rightly so.”

3. Build your brand to excel

Any college undergraduate who has taken “Marketing 101” can tell you that building an effective brand is essential for every modern company. But, for companies in the anti-aging market, branding is particularly important. Based on its analysis of current trends, GCI Magazine predicts that companies that establish prestige/premium brand associations will fare far better in the anti-aging market. People are also looking for clean anti-aging brands that promise organic, chemical-free, and naturally sourced ingredients.

In order to drive home these values, companies may want to consider tying their brand to an appropriate and worthy celebrity spokesperson. GCI Magazine reports that “celebrity endorsements will have a major influence over consumers purchasing anti-wrinkle products.” Just take care to ensure that your chosen celebrity affiliations reflect the underlying values and qualities of your products.

Contact Bigeye to learn more

A forward-thinking digital marketing firm, BIGEYE has the know-how to develop campaigns that are optimized for specific and emerging business sectors. If you’re ready to take advantage of the rapidly expanding anti-age product market, contact us today.

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The Basics of Nootropics Marketing

Nootropics promise to play a big part in the future of the pharmaceutical and nutritional supplement market. It’s time to get your nootropics marketing strategy in order!

Some people know them as “cognitive enhancers,” while others might refer to them as “smart drugs.” No matter what you choose to call them, nootropics are big business and only getting bigger.

What Are Nootropics?

Broadly defined, the term “nootropic” can refer to any pharmaceutical drug or nutritional supplement that is taken by generally healthy individuals in an effort to improve or enhance mental function. Nootropics can be either natural or synthetic. You can readily purchase some over the counter, while others require a doctor’s prescription.

Different nootropics target different elements of cognitive processing including those that govern executive function/conative control, memory, attention, concentration, creativity, and motivation.

Two of the most widely consumed nootropics are caffeine (which boosts alertness) and nicotine (which affects both attention levels and motor functions). For marketing purposes, however, we will focus on other substances that are purchased specifically for their mental enhancement properties.

A recent article by Healthline ranked the nootropics L-Theanine (a naturally occurring amino acid that engenders feelings of calmness) and creatine (a common bodybuilding supplement that has also proven effective at sharpening short-term memory and reasoning skills) among the top nootropics in the modern marketplace. Other nootropics singled out by Healthline include Ginkgo biloba, Bacopa monnieri, Rhodiola rosea, Panax ginseng, Noopept, Piracetam, and Phenotropil.

The Strength of the Nootropic Product Market

Regardless of what types of nootropics they are taking and why they are taking them, general consumers are turning to smart drugs and conative enhancers in increasing numbers.

According to a recent report by Zion Market Research, the nootropics product market is expected to reach approximately $5,959 million by 2024. Taking a broad look at the nootropics sector as a whole, this report – titled “Nootropics Market By Application (Memory Enhancement, Mood and Depression, Attention and Focus, Longevity and Anti-Aging, Sleep, Recovery, and Dream Enhancement, and Anxiety): Global Industry Perspective, Comprehensive Analysis, and Forecast – also predicts a nootropics compound annual growth rate (CAGR) of approximately 15.7% between 2018 and 2024.

How to Market Your Nootropic Products

In light of the growing popularly of nootropics among the global public, you’ll want to make the most of this rapidly expanding health and wellness sector. Here are just a few tips that can help your particular nootropic product(s) stand out in the marketplace.

1. Lead with the Problem

As previously discussed, nootropics can address a range of specific mental functions and cognitive deficiencies. By specifically targeting common problems at the head of your marketing materials, you can instantly capture the rapt attention of your chosen audience.

Many marketers operating in the pharmaceutical/nutritional supplement sector have made the mistake of jumping directly to the benefits of a particular product before first firmly setting up the problem that it solves. When it comes to nootropics, a clearly established problem/solution approach will drive conversions more readily than an approach that is centered around the presentation of specific product features.

2. Offer Free Samples

Pharmaceutical/nutritional supplement sector have long known the tremendous value of a free sample. And free samples are particularly effective when it comes to marketing substances, like nootropics, that are designed to enhance health and wellness rather than treat a dangerous medical condition.

Free samples of prescription nootropics can be distributed through physicians who ensure that these medications are only available to those who can truly benefit from them. Studies have shown that doctors who receive free pharmaceutical product samples are significantly more likely to prescribe that product.

3. Connect with Customers Emotionally

Memory, attentiveness, and general cognitive function are areas of health and wellness that connect with people on a strong emotional level. By tapping into this emotion, you can not only capture audience attention but drive consumer conversions. Just be sure that you choose emotional appeals have a basis in fact and are relevant to the specific nootropics that you are marketing.

Social media offers ample opportunities to emotionally connect with audiences in a genuine way. Consider launching an interactive campaign that encourages people to comment on your product and share their feelings about it.

For More Information on Nootropics Product Marketing

A forward-thinking marketing agency with a specific focus in the healthcare industry, Bigeye is always one step ahead of the competition. Like all emerging and rapidly growing markets, the nootropic market is an area of specific interest to us. To learn more about nootropics marketing and other areas that relate to advertising and promotion, contact us today.

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Taking the Pulse of Health and Wellness Trends

If you’re engaged in health and wellness marketing, you need to stay apprised of the latest trends. Here’s what’s happening in the health space.

Appetite-suppressing lollipops, goat yoga and the desire to replace every food with cauliflower — there’s no question that health and wellness trends are sometimes a bit over the top. Yet this industry also represents serious business, given that it is worth $4.2 trillion and growing at more than 12% annually. Companies in this space need to stay on top of evolving trends to ensure that they derive maximum value from their health and wellness marketing.

With that in mind, let’s take a closer look at what’s happening within the health and wellness space.

The Lowdown on Health and Wellness Trends

Why are people spending more money on their health, diet and general well-being? Technology plays a sizable role. Social media — and the trend toward optimizing each aspect of our lives — has created intense interest in self-improvement, as shown by the following trends:

  1. Growth in the wellness travel space. You’ve probably heard about culinary travel — now meet health and wellness-themed vacations. Instead of lying on a beach and sipping cocktails, more consumers are seeking health-focused holidays. The wellness travel space , which is worth $563 billion annually, encompasses everything from yoga retreats, to spas, healthy cooking holidays and spiritual retreats. Why are such excursions becoming so popular? Instead of gorging themselves on food and drink and returning to work heavy, groggy and out of sorts, consumers instead are using vacation time to pursue physically and mentally refreshing activities — and returning to work glowing, fit and ready to move full steam ahead.

  2. The line between wellness devices and medical devices has become increasingly blurred in recent years. Wearable technology now allows us to use connected consumer devices to collect actionable health data — heart rate, sleep quality and other key biometric feedback data. This data, which was once siloed inside consumer health apps, is now being ported directly to health care providers, allowing them to make more informed treatment decisions even at a distance. This trend has the potential to unlock vast efficiency and cost improvements in the medical sector. If patients begin to feel poorly at home, their physician can review their health data remotely and possibly make an assessment and diagnosis — something that might prevent an unnecessary trip to the ER or doctor’s office. Modern medical device marketing plays a critical role in helping educate the public about this trend and the brands that are driving it.

  3. The democratization of health and wellness. Like many new trends, health and wellness began gaining traction among wealthier demographics. Today, however, Goop subscribers and new age enthusiasts are no longer driving the health and wellness train. The cost of gym memberships has decreased, the App Economy has helped make physical training of all sorts more accessible and put digital health and wellness tools into the hands of almost anyone who needs them. This is a critically important development, as healthcare costs are outpacing economic growth in many countries. The WHO predicts that there will be a shortage of tens of millions of healthcare workers, so ancillary health and wellness services can help mitigate these gaps. Smart health and wellness marketing can also help reach and activate these audiences.

Finding the Right Healthcare Marketing Agency

If you’re seeking help with health and wellness marketing, it’s imperative to connect with the right agency. At BIGEYE, we have the domain expertise to create deeply authoritative campaigns and content — and the technological skill to execute them effectively.

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Marketing Health Wearables for Seniors

As wearable digital health and wellness devices continue to improve, wearables will be the new frontier when it comes to health and wellness for seniors.

Wearable fitness trackers are all the rage, but they aren’t finding their way onto the wrists of elderly people. But, considering their ability to measure and record a whole host of health and wellness criteria, can’t your Fitbit be used as a medical monitor to care for your grandfather?

According to the international industry association Wearable Technologies, even the new Fitbit Care simply doesn’t have the precision or reliability to track the health of a senior living or home care patient. However, that’s all about to change with the introduction of a whole new generation of health wearables for seniors that are approved by the FDA for tasks that range from monitoring daily activities, sending real-time alerts, and even preventing dangerous falls.

The Vast Potential of the Senior Health Wearables Market

Economic predictions for wearable health devices that further health and wellness for seniors are incredibly bright. In fact, a national news outlet that serves an audience of senior citizens, McKnight’s Senior Living recently declared, “FDA-cleared wearables are the future of senior care.”

Considering that the number of Americans over 64 years of age will more than double by 2060 and that 80% of these senior citizens will live with one or more chronic illnesses, McKnight’s predicts that wearables will prove indispensable as the next step in the technological evolution of remote patient monitoring.

Key Wearables Marketing Messages That Speak Directly to Seniors

Considering that the fitness wearable sector of today is clearly dominated by younger consumers, how does a wise wearables marketer begin to reach out to the geriatric demographic? Here are just three key marketing messages that are bound to resonate with seniors when it comes to wearable devices for health.

1. Feel better and live longer with wearables

As the daily business and tech newsletter Trends points out, health wearables for seniors will go far beyond the capabilities of the fitness wearables of today. In addition to “measuring heart rates, blood sugar or other important markers” these new wearables “will signal to users how to improve health and longevity on a daily basis,” going the extra distance to manage and treat chronic illnesses as diabetes and heart disease.

2. Increase and maintain mobility

By encouraging stretching / exercise and helping ward off physical ailments, wearables can do wonders to keep seniors mobile. An independent authority on digital apps and gadgets, Tech Crunch stresses the many ways that wearables can boost mobility by helping seniors cope with vision loss, explaining how these devices can send signals via headphones and bodily vibrations to warn sight-impaired individuals of obstacles that appear in their paths.

3. Live independently

For many seniors, living independently is the ultimate goal. Wearable technology can do wonders to make independent living a safe and sensible reality by allowing seniors to monitor their own health and wellness. And, perhaps more importantly, wearables can transmit this same health and wellness information in real time to family members and / or healthcare professionals.

For More Information

A digital marketing agency working in a number of market sectors, BIGEYE specializes in capitalizing on evolving trends with a forward-thinking approach. Contact us today and let us help you hone a marketing campaign with a specific focus on health wearables for seniors.

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Swallow a Bluetooth-Controlled Pill and Call Us In The Morning

The latest innovations in medical device marketing are the stuff of science fiction. Here’s what brands need to know about health and wellness marketing.

Google, Apple, and other high tech titans are entering the healthcare market in force, unlocking new treatment and care innovations that radically improve patient outcomes.

This transformation is having an especially profound impact on medical device marketing, whereby manufacturers continue to invest in digital approaches and develop extraordinary products.

Let’s take a closer look at some of the most important recent trends – and most fascinating products – in the medical device market. 

The evolution of IoT-powered medical devices

The Internet of Things is revolutionizing how people interact with everyday devices – everything from thermostats and refrigerators to their vehicles. Yet perhaps no category offers as much potential as IoT medical devices.

Sensors embedded within these devices (whether wearable, implanted or even ingested) can collect critical patient data for analysis. One remarkable example is an ingestible capsule designed by researchers at MIT that is controlled by Bluetooth wireless.

Patients swallow the capsule, which then sits in their stomach for one month, dispensing custom medications and transmitting critical health information via smartphone to healthcare providers. Perhaps even more impressively, these devices are created via 3D printing.

Other sensor-equipped wearables are being used to help people prevent seizures, track blood glucose levels and automatically administer insulin.

An explosion in healthcare data

The phrase “Big Data” is a cliche at this point, but the profound impact data analysis is having on healthcare services is hard to overstate. Consumer health apps are working in concert with electronic health records and diagnostic images to give providers and researchers a vast galaxy of health information to parse and form into actionable insights.

This digital explosion has also allowed researchers to create predictive models and simulated clinical trials. These virtual trials can be simulated millions of times to assist with the analysis of medical device efficacy and safety.

These simulations are also finished millions of times faster than conventional drug and device trials, which can help speed the often slow and methodical regulatory process. This can help give patients access to cutting-edge, life-saving medical device technology faster and more efficiently.

The promise of precision health

For all of its existence, modern medicine has taken a “one size fits all” approach to treatment. Yet thanks to technological advances, we are on the cusp of a revolution in how treatment is delivered: Precision medicine.

Precision medicine allows caregivers to offer patients personalized, targeted approaches to treatment. It does this through the analysis of genetic information, environmental factors, and personal health data collected and analyzed by medical devices.

This allows patients to receive therapies that are optimized to work optimally within their specific body – a transformative new approach to dealing with some of the most serious diseases in existence.

As data analysis grows more refined, our understanding of genetics deepens and medical devices grow more powerful and sophisticated. The power of precision medicine holds the potential to create vastly improved health outcomes.

Is your medical device marketing up to speed?

There’s no doubt that medical devices are at the epicenter of some of the most exciting and innovative developments in technology. Healthcare advertising agencies, however, often do a poor job of conveying these developments to the public. Some pharma marketing agencies lack sufficient domain expertise, while others lack creative power or cutting-edge AdTech services. Either way, it’s a shame when great devices are poorly served by uninspired and ineffective medical device marketing.

BIGEYE is different. Not only are we a forward-thinking, creatively inspired full-service marketing agency, we’re also experts in medical device marketing. If you’re ready to consider a new and better way forward for your next marketing or advertising campaign, don’t hesitate to reach out to us. 

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Why Pharma Brands Struggle With Digital Ads

Pharmaceutical companies dominate the airwaves in the U.S., but face a much tougher challenge on the Web.

Turn on a TV during daytime hours, and the odds are strong you’ll see the work of a pharmaceutical advertising agency. Ads for prescription drugs are everywhere during peak viewing hours for older viewers, and only slightly less omnipresent during evening hours.

The numbers bear this out: Pharmaceutical companies are spending about $6 billion on TV ads annually. With an aging population and medical advances keeping us healthier longer, this is a state of affairs that’s likely to continue.

Yet while pharmaceutical ads are everywhere on linear TV, they are much less well-represented in the digital sphere — and there are a few reasons why progress on this front has been halting.

Paging Dr. Google

The Internet has become the public’s number one source for health information. When consumers have a troubling symptom, Google and WebMD are often the first stops. Physicians aren’t immune to the powers of the Internet either, and often use online searches to supplement print sources when developing clinical opinions and treatment plans.

Yet despite this rather transformational change, pharmaceutical advertising is still limited in the digital realm. TV and magazines still receive the vast majority of pharmaceutical ad and marketing spend.

There are two reasons why digital advertising in the pharmaceutical industry remains a relative rarity: Government inaction and federal regulations.

The Food and Drug Administration (FDA) has taken an exceptionally methodical approach to providing guidance on what is allowable and what is illegal in terms of digital pharma ads and online pharma marketing. Without clear guidelines, companies have been historically risk-averse in terms of formulating digital strategies. While the FDA is slow and deliberate when crafting policy, it sends out warning letters with much higher velocity.

Compounding this difficulty is the current rate of technological change. By the time the FDA offers pharmaceutical marketing guidance on a digital platform, two new platforms have been developed and released.

Bypassing Programmatic Roadblocks 

There’s another rather large fly in the ointment for digital advertisers: The Health Insurance Portability and Accountability Act, or HIPAA. This federal law grants US citizens privacy rights that protect the use of medical data.

For programmatic advertisers, this is a substantial challenge. By harvesting location data, search data and other personal information, advertisers can serve highly targeted ads to consumers when their intent to purchase is at its apex. This, obviously, is a very powerful tool.

It’s also a tool that’s constrained by regulations in some instances, however. If a pharmaceutical advertising agency wants to initiate an automated ad campaign, they must proceed with caution. 

HIPAA outlaws the use of first-party data to link a consumer with a medical condition. This means that a pharmaceutical advertising agency cannot use such data to identify a consumer as a high cholesterol sufferer, then serve her an ad for Lipitor.

While this is a significant limitation, it isn’t a complete deal-breaker. Advertisers often use indirect targeting based on related conditions. They also white-list the sites their ads appear on and use audience proxies (such as medical websites) when creating automated campaigns. Agencies can target content (serving Viagra ads in an article about erectile dysfunction, for example) but can’t target specific consumers. These strategies help them stay on the right side of compliance.

Is indirect targeting based on third-party data or related conditions as effective as standard programmatic approaches? That’s unlikely. Yet it can be quite effective, especially when compared to linear TV ads, which offer only the most crude form of demographic targeting.

And, as digital advertising tools continue to evolve, indirect targeting may improve to a point where it is nearly as effective as using first-party data. 

One thing is certain: Digital spaces remain under-utilized within the context of pharmaceutical marketing. As today’s Gen X and millennial consumers age, pharma brands won’t be able to rely on linear TV and print magazines to reach their audiences — and brands at the vanguard of this transition will be in the strongest competitive position.

The Takeaway

If you’d like to see what a tech-focused pharmaceutical advertising agency can do for your products, contact BIGEYE today. We’ll help you harness the full power of advertising and marketing across every medium.

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