The Major Objectives of a Health Supplement Marketing Plan


From daily multivitamins to exotic pau d'arco tea blends, the number of health supplements available on the market is vast and diverse. The Nutrition Business Journal estimates that dietary supplements in the United States are a $23.7 billion industry. The explosion of products -- and profits -- is partly due to the successful marketing plans of supplement companies.

Capture New Customers

  • A major objective of a health supplement marketing plan is capturing new customers. Though supplements have always appealed to consumers desiring an alternative to pharmaceutical drugs, supplement companies expand their demographic by conducting well-designed campaigns pitched to parents, business executives, college students and other groups. A business touting Echinacea pills to college students, for example, might allude to warding off sickness during midterm season. The marketing plan might also include issuing free samples on college campuses to attract new customers.

Tout Health Benefits

  • Part of a marketing plan includes how to pitch health claims to consumers. However, this part of the marketing plan is wrought with legal considerations. The Federal Trade Commission explains that all health claims must be tested and verified by independent research organizations. Furthermore, any claims to remedy an illness must be placed in context of how many people suffer from the illness. If the number of people who are susceptible to the illness is small, the company must disclose this information. Thus, a significant objective for any marketing plan is compliance with legal standards.

Stay Within Budget

  • Creators of a marketing plan should outline the budget constraints and how to allocate funds in the most efficient manner. For instance, health supplement companies might determine that attending a nutrition trade expo in health-conscious California is a better use of resources than paying for an internet banner on a vegan magazine's website.

Quantify Marketing Objectives

  • Charles Lamb, Joseph Hair and Carl McDaniel, authors of the textbook, "Essentials of Marketing," explain that all objectives outlined in the business plan should be realistic. A health supplement company should not expect 50 percent of statin drug users to switch to their blood-thinning herbal medication. Secondly, objectives should be measurable: An ad campaign that cost $50,000, for example, should yield a 30 percent increase in business. Time-measurability should be another aim of the plan. Because campaigns cost money, specifying the length and scope of the marketing plan is advisable for staying on budget.

Related Searches


  • Photo Credit herbs and spice image by Bartlomiej Nowak from
Promoted By Zergnet


You May Also Like

  • What Is Health Care Marketing?

    Health care marketing facilitates relationships among hospitals and physicians as well as between medical centers and patients. As with any type of...

  • How to Market Health Care Products

    Health care is recognized as a major concern in today's society and health care product marketing has become a significant part of...

  • How to Start an Herbal Business

    Medicinal herbs are ancient healing tools with important modern applications. The cost and toxicity of many modern pharmaceutical drugs have made herbal...

  • How to Start a Supplement Store

    If you are interested in health and nutrition, starting a supplement store might be a great business opportunity for you. Many people...

  • How to Sell Supplements Online

    The online sales of supplements is a $3 billion a year industry that grew 13 percent from 2009 to 2014, according to...

  • How to Market Food Supplements

    When marketing food supplements, it is important to understand the rules and regulations in the industry. Food supplement companies are regulated in...

  • How to Plan a Marketing Budget

    A marketing budget is an estimate of projected marketing expenses for market research, staff compensation and communications. The goal of a budget...

  • Differences of Competitive Strategies Between Companies

    When researching various businesses it can appear as though there are an infinite number of strategies that can be employed to achieve...

Related Searches

Check It Out

Are You Really Getting A Deal From Discount Stores?

Is DIY in your DNA? Become part of our maker community.
Submit Your Work!