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It’s Not That Simple...Or Is It?
The first half of 2006 didn’t portray supplements in the best light. But then again, what makes this year different from the past several years. At this point, the nutraceuticals industry is no stranger to bad news. And given the most recent pitfalls, it appears things will get worse before they get better. From ephedra (which I wish would just go away!), to negative clinical outcomes on several popular dietary supplements, to a general consensus that vitamins may or may not work, I think we have officially reached a new low point. As we stare up from this abyss, let’s take a look at the recent news surrounding vitamins and examine things from a slightly different perspective. Maybe we can find a way out of this darkness.
An NIH panel met for three days in mid-May to discuss the latest science on vitamins in order to come to some sort of conclusion regarding their worth in terms of human health. The consensus: “We don’t know for sure that [consumers are] benefiting from them. In fact, we’re concerned that some people may be getting too much of certain nutrients,” an NIH press release stated. (And much of the same was reiterated in the headlines of major newspapers covering this “state-of-the-science” event—“Panel Neutral on Multivitamins,” USA Today; “Panel Finds Conflicting Data on Multivitamin Benefit,” Washington Post; “NIH Panel Split on Vitamin Benefits,” Associated Press—no outrageous headlines here…)
But is there ever really a clear-cut answer in the world of supplements, foods, or even pharmaceuticals? No. Science continues to prove and disprove the effect of nutrients and pharmaceuticals alike on a daily basis. To think the NIH panel could have come to a more solid conclusion that would set everyone’s mind at ease is shortsighted. Perhaps there is a bigger issue here.
I think the NIH panel’s conclusion—or lack thereof as some might argue—was actually a very important one because it speaks to both the complexity of health and disease, as well as the complexity of potential prevention and treatment options. Although the Declaration of Independence claims we are all created equal, this is certainly not the case when it comes to health, especially in the 21st century. So what’s an industry to do?
We are walking into a new age of medicine, one that is just starting to recognize the intricacy of the human system and realize that it frequently takes more than one approach to maintain health and prevent disease. Some call it personalized medicine.
The fact is, conventional medicine is going to have to make room for this new paradigm because healthcare is not as simple as prescribing penicillin anymore. It’s about prescribing penicillin and a probiotic supplement. On top of that, consumers are starving for more patient-centered care rather than being treated just like everyone else. (I have to admit, there is something disturbing about feeling like you are on an assembly line in a doctor’s office.)
Supplements, foods, and even IRA accounts are becoming more targeted for a reason—the “one-size-fits-all” approach no longer exists in the marketplace. It’s all about customization and niche markets. And trust me, there is a niche for everyone. So recognize consumers for what they are: unique. Exploiting their differences may be the simplest thing you can do for your business.
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