In the competitive supplement industry, the credibility and appeal of your products hinge significantly on the strength of your health claims. As a supplement company, understanding the difference between "clinically validated" and "clinically tested" claims can be a game-changer for your brand. This article discusses how these distinctions can elevate your product's market position, enhance consumer trust, and ensure compliance with marketing regulations.
Clinically Validated vs. Clinically Tested: What's the Difference?
Clinically Tested Supplements refer to products that have been involved in at least one clinical study. This term, however, does not imply the quality or the outcome of the study—merely that it was conducted. It is crucial to note that the term does not specify whether the results were positive or negative, nor does it detail the type of study conducted.
The Federal Trade Commission (FTC) and the National Advertising Division (NAD) of the Better Business Bureau (BBB) are stringent about the use of this term. They expect "clinically tested" to imply that the supplement has undergone a randomized controlled trial (RCT), specifically a double-blind placebo-controlled trial. From a scientific and regulatory perspective, at Citruslabs, we advise using the term "clinically tested" only when an RCT has been conducted to align with FTC and NAD expectations. Typically, the studies referred to under "clinically tested" can be preliminary and may not meet the rigorous protocols required for a validation claim.
Clinically Validated Supplements, in contrast, are those that have undergone extensive research, including multiple trials that confirm their efficacy in delivering the health benefits they claim. To justify the use of "clinically validated," a product should ideally be supported by a minimum of three clinical trials. Dr. Scott Conger, the Director of Clinical Research at Citruslabs, emphasizes the importance of repeated positive results: "Good results one time is luck, twice is a coincidence, after three times, you start to see a trend."
Clinical validation not only involves more frequent testing but also employs rigorous methodologies, often incorporating biomarkers such as blood work, trackers, or microbiome testing. The process for achieving a claim of "clinically validated" may start with a simpler single-group study and progress through more complex stages, including a two-arm clinical trial that is double-blind, followed by another two-arm RCT, or even a three-arm study (which tests against both a placebo and a control group).
Many brands are chasing the "gold standard." And if you're looking to be a science-forward brand, we recommend you conduct several studies to make "clinically validated" claims.
Why Clinically Validated Claims Matter for Your Brand
1. Building Consumer Trust: In an era where consumers are more health-conscious and skeptical than ever, clinically validated supplements stand out by offering proof of efficacy. This transparency and authenticity foster consumer trust and loyalty, crucial for brand growth and customer retention.
2. Premium Market Positioning: Supplements with clinically validated claims can often command a premium in the market. Consumers are willing to pay more for products that have scientifically proven benefits, allowing your brand to enhance its profitability.
3. Regulatory Compliance: Adhering to advertising regulations is crucial for supplement companies. Clinically validated claims are less likely to attract scrutiny from regulatory bodies, reducing the risk of costly litigation and potential reputational damage.
Leveraging Clinical Claims for Marketing Success
Educational Marketing: Use your platform to educate consumers about the significance of clinical validation. Blogs, white papers, and informative videos can help demystify what these terms mean for consumer health, enhancing your products' perceived value.
Transparency in Advertising: Clearly differentiate between clinically tested and validated claims in your marketing materials. This honesty builds consumer trust and positions your brand as an industry leader in ethical marketing.
Partnerships with Health Professionals: Collaborating with doctors, nutritionists, and other health experts can lend additional credibility to your clinically validated products. These endorsements can be powerful in persuading skeptical consumers.
For supplement companies, the difference between clinically tested and clinically validated can significantly influence brand reputation, consumer trust, and financial success. Investing in comprehensive clinical trials that validate the effectiveness of your products can enhance regulatory compliance and transparency that resonates with today’s informed consumer.
By strategically promoting your clinically validated supplements, you can meet the increasing demands for proof of effectiveness, improve your brand's reputation, and achieve greater market success.
Ready to conduct your clinical trials? Contact Citruslabs HERE and a member of our team will be in touch ASAP.
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