Sheldon Baker is the developer and writer of the Health E-Insights column, as well as co-founder and principal of Baker Dillon Group, the foremost nutraceutical and food industry brand-marketing firm. With more than 20 years of natural products industry marketing experience, he has created brands and launched campaigns using emerging media platforms that generated millions of dollars in revenues for clients. He is a director and past president of the Consultants Association for the Natural Products Industry (CANI). His columns often have an offbeat approach, with a pithy writing style. So in keeping with that format, the following is a self-interview.
It’s always good to know a little about your columnist and industry marketing guru.
Health E-Insights: Why did you develop the Health E-Insights column?
Mr. Baker: There are many leaders in the industry who often whine about the lack of positive publicity or complaining that there are no non-biased media outlets to promote their company and products. So I decided to create a column where I interviewed industry leaders but with a twist. The discussion focuses on their business acumen as well as their personal lifestyles. It is interesting to see who chooses to participate and those who continue to remain on the sidelines. I am offering an opportunity for positive PR that can generate good will and exposure. The door is wide open for all comers.
Health E-Insights: Speaking of emerging media platforms, what are some marketing trends you envision?
Mr. Baker: The Internet has transformed the way companies communicate with their customers. That transformation is accelerating at an astonishing pace as a result of social networking sites, including a much broader scope than Facebook, Twitter and YouTube. More than ever, customers are sharing their experiences and opinions, good and bad, with global audiences on blogs, social networks and review sites, literally at the touch of a button. Those opinions have the potential for shaping, controlling and redefining marketing messages, as well as the reputation of companies.
Health E-Insights: Are supplement industry manufacturers pursuing social media?
Mr. Baker: Most companies, especially in the supplement industry, are still unaware of the true value or benefits of social media marketing. And those that are aware have not adapted to the speed at which social media marketing is moving. Social media is revolutionizing the way companies communicate with customers and potential customers and the way consumers are voicing their opinions about companies and their products. Ongoing and updated content is critical to successful customer communication and that includes print and video messages. Content must be current and continually directing the information towards increased sales generation. I should add that the industry must be aware of the current and pending FTC and FDA regulations on social media marketing for healthcare companies. This topic is an ongoing discussion and it will be interesting to see how these groups may regulate product marketing in social media circles.
Health E-Insights: You have been affiliated with dietary supplements and the food/beverage industries for many years?
Mr. Baker: Since the early 90s I have been developing brand marketing for a wide-range of ingredient and finished product manufacturers. I have created a number of recognized brands, plus advertising and promotion campaigns for both retail and ingredient products.
Health E-Insights: Discuss some of your most rewarding projects?
Mr. Baker: I was the first to create a marketing strategy that promoted a branded ingredient (CitriMax for InterHealth) to the consumer. The company went from $1.5 million in annual revenues to $20 million in about 12 months as a result of that promotion. Another favorite was a brand marketing campaign using television actress Linda Evans of Dynasty fame to target the 50+ female demographic about bone health (Ostivone for TSI). And of course, there are all the branded ingredients and promotion I created and launched for Kyowa Hakko USA.
Health E-Insights: What are some things you do away from the office?
Mr. Baker: I just finished reading Quiet Strength, which is about the life of former National Football League coach Tony Dungy. I’m now reading a book that was given to me and published many years ago about major league baseball hall of fame pitcher Sandy Koufax. I met him as a kid in Chicago when the Dodgers played the Cubs at Wrigley Field. As a pitcher, he was one of the best. I also work with a trainer four days a week. Other days I usually walk 4-8 miles. I believe that your health is the most important asset in the long stretch.
For more information and interview consideration, contact Sheldon Baker at sbaker@bakerdillon.com or visit his website at www.bakerdillon.com.