Effective product marketing closely ties to the success of consumer brands. One of the best CPG marketing strategies for brands to keep in mind is using clinical trials or other research to address known consumer pain points. This means understanding the specific areas of concern your product tackles and targeting these with scientifically supported product claims. We have compiled some methods for utilizing clinical data to create CPG marketing strategies that resonate with your audience.
Understanding the Consumer Landscape
Your brand works to fulfill a particular need in your customers’ lives. While this can seem straightforward to understand, it’s critical to dive deeper into the concerns that impact your product users’ daily lives. This can be pulled from the feedback your brand gets through consumer research.
Essentially, your job is to understand the place that your product fits into the lives of your consumers and use clinical data to support the claims you’re making about this position in their routines. Their health or wellness concerns are the “pain points” in their life that your product can provide relief for. For instance, maybe your skincare product targets signs of aging such as wrinkles or hyperpigmentation.
What clinical data can you provide that shows your customers your formula effectively alleviates these concerns? How are you able to definitively improve their skin health, confidence, and overall quality of life?
Turning Data into Solutions
After finding the problems, it's important to gather clinical data to support your product's claims. Clinical data carries a weight of credibility that can significantly enhance your CPG marketing.
We’ve broken down the steps you’ll need to take to get started:
Turn Concerns into Specific Pain Points
Before diving into clinical data, identify the specific pain points you aim to address. You may already intend to target your customers who are concerned about skin aging, weight management, or stress relief. However, dig a little deeper through industry reports and consumer research and develop a clear narrative about the specific problems associated with these overarching concerns.
The more precise you are, the better you can tailor your clinical research and your marketing efforts.
Design Targeted Clinical Studies
It may be beneficial to collaborate with a reputable Contract Research Organization (CRO) to design clinical studies that directly relate to the precise pain points you’ve identified. For instance, if you're targeting stress relief, consider a study on the effects of your product on a narrow, quantifiable measure such as cortisol levels.
Collect Robust Clinical Evidence
Again, working with a CRO can be beneficial to conducting reliable scientific research. You should be sure to understand the specific primary endpoints you are going to investigate in your research and be clear on your CRO’s process for addressing these. The evidence you gather in this research is crucial, as it becomes the foundation of your product claims and all of your marketing strategies.
Transparent Data Communication
Transparency is key to consumer trust and brand reputability. Ensure that the clinical data is presented clearly and accessibly. Create user-friendly summaries or infographics that distill complex data into easily digestible insights. This empowers consumers to understand how your product can alleviate their specific pain points.
Real-Life Testimonials
People generally trust their peers’ perspectives on things. Especially when the peers share similar concerns and pain points. It can be a great option to pursue consumer perception studies for this reason or to simply collect feedback from users to complement the clinical data with real-life testimonials from consumers who have experienced relief from their pain points after using your product. These personal stories can add a human touch and authenticity to your marketing efforts.
Resonating with Your Audience
Now that you have the clinical data and a compelling narrative, it's time to put it to work in your marketing efforts:
Tailored Messaging
Craft messaging that directly speaks to the pain points your product addresses. Make it clear how your product can provide relief and improve the lives of your target audience. Again, this can be a great way to incorporate consumer feedback and real user testimonials.
Educate Your Audience
Provide value for users of your product by educating them about the science behind your formula. Explain why it's effective in addressing their specific needs, empowering them to be more confident in their purchasing decision.
Multi-Platform Approach
Spread your message across various platforms, and extend beyond just a social media campaign! From your website and social media to email marketing and packaging, ensure that your clinical data and pain point solutions are consistently communicated.
Personalization
Consider personalized marketing strategies. Tailor your communication to individual consumers based on their preferences and past interactions with your brand.
Ongoing Engagement
It’s vital to keep up engagement with your audience. Your marketing team should share updates, new findings, and success stories related to your product regularly even after your initial research has concluded. Keep the conversation alive to maintain trust and loyalty.
Wrapping Up
Consumer brands that can genuinely address the pain points of their target audience with science-backed product claims have a unique advantage in the market. By understanding specific consumer needs, conducting relevant clinical research, and effectively communicating the results, brands can resonate with their audience in a way that goes beyond marketing—it becomes a solution to real-life problems.
So, listen to your consumers, invest in credible clinical research, and use the power of data to provide the relief and solutions they seek. In doing so, you'll not only win their trust but also make a positive impact on their lives, solidifying your brand's position as a trusted problem solver in the marketplace.
Want to create your own product claims?
Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design clinical trials tailored to your requirements and budget. This enables you to support your products with evidence-based claims. You can do this without spending a lot of money. We offer the cohesive planning and management required for conducting successful clinical trials, from starting to finishing.
Ready to get started? Let's talk! You can contact us here.
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