By Sheldon Baker03.13.24
Karin Hermoni, PhD, is a globally recognized nutrition and wellness expert known for blending cutting-edge scientific expertise with extensive industry experience. A respected scientist, industry leader, and public speaker, Hermoni specializes in science commercialization. She recently founded Imagine Health, a consulting firm that was imagined to help companies of all sizes create and successfully deliver transformative solutions that promote the wellbeing of people and the planet.
Health-E Insights (HEI): What consulting services does Imagine Health offer?
Hermoni: Combining cutting-edge scientific expertise with extensive industry experience, Imagine Health specializes in commercializing science, helping companies find their PMF (Product Market Fit), and connect the dots throughout the product lifecycle. Services span across innovation, product development, and claim substantiation; designing and executing scientific strategies (pre-clinical, bioavailability, and clinical studies, tailored to maximize market-relevant claims and regulatory processes within budget; translating complex scientific data to compelling messaging to unfold your UVP; helping fine-tune market fit, identify gaps and opportunities, and connect the dots throughout the GTM process; and advisory and public speaking.
HEI: What is Science-Driven GTM?
Hermoni: A science-driven GTM (Go-To-Market) strategy involves the commercialization of ingredients, products, or technologies that are backed by science. It involves deep understanding and translating complex scientific data into compelling messaging that resonates with customers or end customers. It starts with unfolding a Unique Value Proposition (UVP) and optimizing product-market fit.
Next, it is about tailoring the GTM activities (science and commercial) with a top-down, market-led approach to maximize the ROI. In a B2B environment, this also means understanding the challenges of the customer in the value chain and making their life easier. Eventually, this approach ensures that products will be backed by credible scientific research and meet all market demands, enhancing consumer trust and overall commercial success.
HEI: How have you applied your years of Lycored experience to your consulting business?
Hermoni: My tenure at Lycored has been instrumental in shaping my approach to the nutraceutical industry. Coming from academia with a PhD focusing on the effects of phytonutrients on human health, I was fortunate to work at the intersection of science and products at Lycored, serving as the translator between science and commercialization to synergize both and lead successful GTM strategies. It has allowed me to hone my skills in designing market-relevant scientific strategies and designing studies particularly tailored to our industry needs, which is a completely different experience to designing basic science as I did in the academic world.
Also, since I sat in front of customers, I was consistently challenged to crystalize our storytelling and evaluate the entire customer journey. It was on me to gain clarity on what the true blockers are, what are the challenges, and what is missing, then go back and calculate what I need to do to close those gaps and grow the pipeline.
Lastly, I was fortunate to work with a brilliant and supportive team. I learned so much and was always inspired by my Lycored friends and particularly my long-time mentor, Golan Raz, and then head of marketing, Zev Ziegler. Both encouraged me to be out in front of customers and the industry and perfect my public speaking and storytelling capabilities over time. In retrospect, all of these are my greatest assets when I work with my customers today. But most of all, it's the mindset our team cultivated back then of working together with kindness and compassion, a mindset of a big smile, a yes I can approach, and an entrepreneurial spirit that I take with me.
HEI: Which health categories do you focus on, supplements, food and beverage, and other areas?
Hermoni: My passion is at the intersection of nutrition and wellness. I focus on the supplement and functional food segments, with ingredients, products, and technologies that have a strong scientific component as their core value proposition. Due to my broad experience, I support multiple health indications. My strongest know-how and leadership in the industry are around beauty-from-within and, of course, overall wellness and healthy aging/cellular health.
Additional categories I have strong experience with are women's and men's health, hormonal balance, mood/stress management, sleep and energy, brain health, cognitive function, active lifestyle, and cardiometabolic wellness, as well as eye health.
HEI: Is B2B your primary focus?
Hermoni: Yes. B2B collaboration is my primary focus. I work closely with businesses at various stages of the value chain including B2B companies such as ingredient providers, manufacturers, or technology companies and with B2C finished product brands, offering strategic consulting to enhance their product development, market positioning, and overall business strategy.
HEI: Are you able to lead scientific ingredient studies?
Hermoni: Certainly, one of the areas I excel in is designing and leading scientific studies for both ingredients and finished products. This includes pre-clinical, bioavailability, and clinical studies, executed through a network of CROs and laboratories around the world and chosen specifically to support the needs and goals of each specific project. The entire program is built with a market-led approach, is tailored to our industry, and is designed to maximize the ROI.
We start with the market (with a top-down approach) to design the product positioning and the claims we want to be able to make, as well as the regulatory requirements (which differ based on territory). From there we calculate back what is needed to achieve that. What type of studies, what parameters, what target population, etc. The program is accurately tailored to the commercialization needs as identified based on the relevant segment and product positioning. The program is also tailored to maximize intellectual properties and develop marketing assets that can be achieved through the studies. This approach allows me to work within budget and still maximize the claims and assets.
HEI: With all the services you offer, what do you feel are your core competencies?
Hermoni: My core competencies lie in combining cutting-edge scientific expertise with practical industry experience and a genuine passion for helping people succeed. The combination of science and product know-how and leadership provides me with a broad overview of the commercialization process, compelling storytelling, and the ability to design successful product roadmaps.
At the end of the day, commercial success is not only about science and claims but really identifying all the boxes that need to be ticked through the GTM or due diligence process. Imagine Health specializes in developing science-driven strategies. I learned that this is needed in companies of all sizes, and I meet each company where they are at.
For example, larger companies that have excellent talent in each part of the business and top-notch scientists can often benefit from help in connecting the dots. But at the end of the day, it's not only about professionalism and about injecting know-how or accelerating commercial success, it's about people. Helping people thrive is my mission, and synergizing with people to help them achieve their goals (while having fun in the process) is my passion.
HEI: What do you feel the future holds for supplements and the industry as a whole?
Hermoni: The future of this industry is in enhancing the transformative consumer experience. This requires considering various aspects. It's about marrying nature with cutting-edge technology to address sustainability and supply chain challenges while delivering products that are good for people and the planet. Beyond just efficacy, consumers are increasingly seeking enjoyable, meaningful wellness rituals. Therefore, the focus isn't just on the product itself and its proven efficacy but also on how products are delivered and marketed, offering a more holistic experience of body and mind to help people embody the benefits of the products.
In this respect, the industry will need to up its game with delivery systems. While new ingredients continue to merge, a major transformation lies in how we deliver all this goodness in a way that is both efficacious and fun.
The next gummies might emerge in the form of technologies that were born in the health food aisle rather than the candy aisle, technologies that fully align with the cleaner, greener, and better-for-you trend while helping consumers enjoy and fully embrace the experience beyond the traditional pill-popping routine. Lastly, the move toward a more personalized approach to wellness is expected to continue to grow and shape the way our industry is going.
HEI: Regarding the future, any trends or gaps you’re seeing in the industry?
Hermoni: As mentioned above, the trend of looking for better ways to deliver nutrients is definitely something I see already and hope to see more of in the future. However, there is still a gap in finding delivery systems that are both efficacious and enjoyable. The gap is especially noticeable when you consider striving for clean-label solutions that truly meet the better-for-you trend, and technologies that are easy and flexible from a product development standpoint. Lastly, for individuals seeking convenient, on-the-go options, this gap is particularly pertinent. An example of a company making strides in this area is Israel-based Melt & Jet.
Sheldon Baker is a full-time freelance writer who covers health and wellness and other fun topics for Nutraceuticals World, Rodman Media, and other publications. He’s based in Northern California near Yosemite National Park, and enjoys exploring worldwide destinations, especially New York City, Mumbai, India, and Sydney, AU. He’s also happy to hang out at home with his wife and the many young foster children in their care. Follow him on Twitter @SCB3128 or send him an email at sbaker@bakerdillon.com.
Health-E Insights (HEI): What consulting services does Imagine Health offer?
Hermoni: Combining cutting-edge scientific expertise with extensive industry experience, Imagine Health specializes in commercializing science, helping companies find their PMF (Product Market Fit), and connect the dots throughout the product lifecycle. Services span across innovation, product development, and claim substantiation; designing and executing scientific strategies (pre-clinical, bioavailability, and clinical studies, tailored to maximize market-relevant claims and regulatory processes within budget; translating complex scientific data to compelling messaging to unfold your UVP; helping fine-tune market fit, identify gaps and opportunities, and connect the dots throughout the GTM process; and advisory and public speaking.
HEI: What is Science-Driven GTM?
Hermoni: A science-driven GTM (Go-To-Market) strategy involves the commercialization of ingredients, products, or technologies that are backed by science. It involves deep understanding and translating complex scientific data into compelling messaging that resonates with customers or end customers. It starts with unfolding a Unique Value Proposition (UVP) and optimizing product-market fit.
Next, it is about tailoring the GTM activities (science and commercial) with a top-down, market-led approach to maximize the ROI. In a B2B environment, this also means understanding the challenges of the customer in the value chain and making their life easier. Eventually, this approach ensures that products will be backed by credible scientific research and meet all market demands, enhancing consumer trust and overall commercial success.
HEI: How have you applied your years of Lycored experience to your consulting business?
Hermoni: My tenure at Lycored has been instrumental in shaping my approach to the nutraceutical industry. Coming from academia with a PhD focusing on the effects of phytonutrients on human health, I was fortunate to work at the intersection of science and products at Lycored, serving as the translator between science and commercialization to synergize both and lead successful GTM strategies. It has allowed me to hone my skills in designing market-relevant scientific strategies and designing studies particularly tailored to our industry needs, which is a completely different experience to designing basic science as I did in the academic world.
Also, since I sat in front of customers, I was consistently challenged to crystalize our storytelling and evaluate the entire customer journey. It was on me to gain clarity on what the true blockers are, what are the challenges, and what is missing, then go back and calculate what I need to do to close those gaps and grow the pipeline.
Lastly, I was fortunate to work with a brilliant and supportive team. I learned so much and was always inspired by my Lycored friends and particularly my long-time mentor, Golan Raz, and then head of marketing, Zev Ziegler. Both encouraged me to be out in front of customers and the industry and perfect my public speaking and storytelling capabilities over time. In retrospect, all of these are my greatest assets when I work with my customers today. But most of all, it's the mindset our team cultivated back then of working together with kindness and compassion, a mindset of a big smile, a yes I can approach, and an entrepreneurial spirit that I take with me.
HEI: Which health categories do you focus on, supplements, food and beverage, and other areas?
Hermoni: My passion is at the intersection of nutrition and wellness. I focus on the supplement and functional food segments, with ingredients, products, and technologies that have a strong scientific component as their core value proposition. Due to my broad experience, I support multiple health indications. My strongest know-how and leadership in the industry are around beauty-from-within and, of course, overall wellness and healthy aging/cellular health.
Additional categories I have strong experience with are women's and men's health, hormonal balance, mood/stress management, sleep and energy, brain health, cognitive function, active lifestyle, and cardiometabolic wellness, as well as eye health.
HEI: Is B2B your primary focus?
Hermoni: Yes. B2B collaboration is my primary focus. I work closely with businesses at various stages of the value chain including B2B companies such as ingredient providers, manufacturers, or technology companies and with B2C finished product brands, offering strategic consulting to enhance their product development, market positioning, and overall business strategy.
HEI: Are you able to lead scientific ingredient studies?
Hermoni: Certainly, one of the areas I excel in is designing and leading scientific studies for both ingredients and finished products. This includes pre-clinical, bioavailability, and clinical studies, executed through a network of CROs and laboratories around the world and chosen specifically to support the needs and goals of each specific project. The entire program is built with a market-led approach, is tailored to our industry, and is designed to maximize the ROI.
We start with the market (with a top-down approach) to design the product positioning and the claims we want to be able to make, as well as the regulatory requirements (which differ based on territory). From there we calculate back what is needed to achieve that. What type of studies, what parameters, what target population, etc. The program is accurately tailored to the commercialization needs as identified based on the relevant segment and product positioning. The program is also tailored to maximize intellectual properties and develop marketing assets that can be achieved through the studies. This approach allows me to work within budget and still maximize the claims and assets.
HEI: With all the services you offer, what do you feel are your core competencies?
Hermoni: My core competencies lie in combining cutting-edge scientific expertise with practical industry experience and a genuine passion for helping people succeed. The combination of science and product know-how and leadership provides me with a broad overview of the commercialization process, compelling storytelling, and the ability to design successful product roadmaps.
At the end of the day, commercial success is not only about science and claims but really identifying all the boxes that need to be ticked through the GTM or due diligence process. Imagine Health specializes in developing science-driven strategies. I learned that this is needed in companies of all sizes, and I meet each company where they are at.
For example, larger companies that have excellent talent in each part of the business and top-notch scientists can often benefit from help in connecting the dots. But at the end of the day, it's not only about professionalism and about injecting know-how or accelerating commercial success, it's about people. Helping people thrive is my mission, and synergizing with people to help them achieve their goals (while having fun in the process) is my passion.
HEI: What do you feel the future holds for supplements and the industry as a whole?
Hermoni: The future of this industry is in enhancing the transformative consumer experience. This requires considering various aspects. It's about marrying nature with cutting-edge technology to address sustainability and supply chain challenges while delivering products that are good for people and the planet. Beyond just efficacy, consumers are increasingly seeking enjoyable, meaningful wellness rituals. Therefore, the focus isn't just on the product itself and its proven efficacy but also on how products are delivered and marketed, offering a more holistic experience of body and mind to help people embody the benefits of the products.
In this respect, the industry will need to up its game with delivery systems. While new ingredients continue to merge, a major transformation lies in how we deliver all this goodness in a way that is both efficacious and fun.
The next gummies might emerge in the form of technologies that were born in the health food aisle rather than the candy aisle, technologies that fully align with the cleaner, greener, and better-for-you trend while helping consumers enjoy and fully embrace the experience beyond the traditional pill-popping routine. Lastly, the move toward a more personalized approach to wellness is expected to continue to grow and shape the way our industry is going.
HEI: Regarding the future, any trends or gaps you’re seeing in the industry?
Hermoni: As mentioned above, the trend of looking for better ways to deliver nutrients is definitely something I see already and hope to see more of in the future. However, there is still a gap in finding delivery systems that are both efficacious and enjoyable. The gap is especially noticeable when you consider striving for clean-label solutions that truly meet the better-for-you trend, and technologies that are easy and flexible from a product development standpoint. Lastly, for individuals seeking convenient, on-the-go options, this gap is particularly pertinent. An example of a company making strides in this area is Israel-based Melt & Jet.
Sheldon Baker is a full-time freelance writer who covers health and wellness and other fun topics for Nutraceuticals World, Rodman Media, and other publications. He’s based in Northern California near Yosemite National Park, and enjoys exploring worldwide destinations, especially New York City, Mumbai, India, and Sydney, AU. He’s also happy to hang out at home with his wife and the many young foster children in their care. Follow him on Twitter @SCB3128 or send him an email at sbaker@bakerdillon.com.
