The Supplement to the American Healthcare Plan

Americans spend billions of dollars each year trying to stay or get healthy. The diet, health, nutritional supplement, pharmaceutical and medical industries all play a part in today’s health market. Consumers visit their doctors for advice and prescriptions; buy over the counter medicines, purchase health and vitamin supplements, and try to keep up with the ever-changing information about diet and exercise guidelines all in an effort to feel good and healthy. Nutritional and vitamin supplements are intended for preventative measures while doctors are involved in diagnostic and treatment measures when there is an existing illness.

It seems an overall comprehensive approach, combining preventative care with the treatment of illness or symptoms would create optimum health care for today’s health conscious consumer. This balance would include a combination of traditional and alternative medicine with the patient’s best interest and health in mind.

The good news for nutritional supplement companies is more and more people are comfortable with alternative medicine and recognize the need for preventative medicine. Consumers do not need a doctor’s prescription to buy supplements and nutritional companies have the freedom to market directly to consumers making it easy for Americans to create this balance all on their own.
There are positive signs for nutritional supplement companies. Physician practices all over the U.S. are beginning to see the benefit of vitamin and nutritional supplements and are bridging the gap between conventional and alternative medicine when treating patients. They are recommending vitamins, nutritional supplements and alternative methods, not to take the place of other medicine, but used in conjunction with traditional medicine as a whole health regimen.

Supplement companies typically sell direct to consumer, but there is a shift taking place. Many supplement companies are looking to break into the Health care Providers market, especially Private Practice Physicians. It is the ultimate endorsement for a nutritional supplement company to have their product line recommended to patients by physicians. Direct to physician marketing is a smart, proactive approach that is paving the way to the doorsteps of private practices, chiropractors, and pain management clinics nationwide. Direct mail companies such as Macromark Inc find the right marketing solutions for both the nutritional companies and the physicians. It puts nutritional products and vitamins directly in the hands and minds of the physician, creating a relationship with doctors and creating awareness of their product.

Marketing directly to doctor’s offices and health care providers requires a different approach in copy and packaging, but ultimate the message is the same. The target audience is physicians at their practice address. There are a number of lists on the market that reach health care professionals and doctors. The American Medical Association (AMA) and The Little Blue Book are two premier lists in this marketplace. The AMA list contains all physicians in the US (active and retired), while the Little Blue Book reaches active practicing doctors nationwide. These lists allow your message to be put directly in the hands of physicians.

Marketing directly to pharmacies and pharmacists is another approach for the nutritional supplement marketer to consider. Independently owned pharmacies would be a key target audience when breaking into this market. The Little Blue Book makes more than 67,000 pharmacies available for rental. Again, this is a strong endorsement that will allow the nutritional product(s) to be recognized as a reputable brand.

Having nutritional products endorsed or recommended by a health-care professional is truly the ultimate endorsement for any nutritional supplement brand. Nutritional companies want to break the barrier with the medical market and bridge the gap between traditional and alternative medicine. With health care costs so high, health care is quickly becoming a consumer driven model. Many Americans seek out physicians that look at healthcare comprehensively and are not afraid to recommend alternative measures. Nutritional companies do have an audience in the medical market that should be penetrated and considered a major part of future marketing initiatives and growth.