Penton Digital Research Strategic Insights Study Audience Insights Sample Report

1. Strategic Insights Study
Client XYZ | October 1 – December 31, 2013
Client XYZ
Building a Marketing & Engagement Roadmap

2. Audience: Women 25-40
TOP PRODUCTS
 High Quality Fish/Krill Oil
 CoQ10
 Prenatal
 Gummy Vitamins (Female Family Buyers)
TOP SPECIALTY CATEGORIES
 Children's Health
 Anti-Aging

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PREGNANT WOMEN
 Future moms are supplementing with multiple
vitamins rather than just taking a simple
prenatal.
 Some moms have issues with the size and taste
of their prescribed prenatal vitamins. They are
also experiencing ill-effects from the
supplements.
 Whole food or “natural brands” are suggested
for those with morning sickness or sickness due
to prenatal vitamins.
 Many advise against shopping at pharmacies
and big box stores for prenatal vitamins, and
recommend specialty stores or Whole Foods.
MOTHERS WITH SMALL CHILDREN
 Consult with other moms on brands and
supplements that are safe for their children.
 Multivitamins are popular products.
 Omega-3s are being discussed more, especially
DHA in relation to brain health.
 Taste and form is a big sticking point with moms
– they look for products that taste good and are
easy for kids to take.
HEALTHY LIFESTYLE LIVING/
MAINTAINING HEALTH
 They want customized products and
programs that support their lifestyles.
 Likely to pay more for higher quality products
and are very brand-loyal.
 Want clean and natural products that don’t
have fillers.
EARLY CONSCIOUSNESS ABOUT
AGING PROCESS
 Starting to think about aging much earlier
and are taking measures to maintain health
and appearance while in their twenties.
 Are confused about what products are best
for addressing future aging issues, or if it’s
even effective for them to “start early”.
 Want products that work well with their skin
types and won’t make them break out.
Who are They?
The 25-40 audience segment is comprised of different categories of females.

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What’s in her cart?
Multis
Prenatals
Where is she shopping?
Online
• Amazon.com
• Vitacost.com
In-Store
• Whole Foods
• Trader Joes
• Vitamin Stores
Women 25 – 40: Mothers
Forms: Gummies are the most popular
with moms and moms-to-be.
Kids: Moms prefer gummies or chewable
multivitamins for their kids.
What are her pain points?
What content does she consume?
Taste: Looking for products
that taste good.
Cost: Wants quality products
at affordable prices.
Labels: Wants to
kCompetitor 1 what is and is
not included in this product
without research.

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Trending Content & Retailers Discussed
TRENDING CONTENT
Blog posts – the most popular types of this
content are formatted as lists, such as top ten
things you can do to help yourself get pregnant
or top 15 signs your child is vitamin D deficient.
Recipes – Moms are always on the look out
for healthy, inexpensive recipe options for the
family. There is an emphasis on using foods
that are tasty yet healthy.
Coupons – Those running a household are
seeking out product and store coupons in order
to save money. If a brand offers an enticing
coupon, thrifty moms are more inclined to try it
over a competitor in order to save money.
Retailers mentioned:
 Target
 Walgreens
 CVS
 Walmart
 Whole Foods
 Trader Joe’s
 Other mentions include pharmacies, and
sometimes GNC & Vitamin Shoppe.
Online Retailers mentioned:
 Vitacost.com
 Amazon
 iHerb.com

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Children & Pregnancy Consumer Audience
MOTHERS WITH SMALL CHILDREN / PREGNANT
 Consult with other moms on brands and
supplements that are safe for their children.
 Multivitamins are popular products.
 Omega-3s are being discussed more, especially
DHA in relation to brain health.
Pain Points
 Taste and form is a big sticking point with moms –
they look for products that taste good and are easy
for kids to take.
 Some moms have issues with the size and taste of
their prescribed prenatal vitamins, or they can
experience ill-effects from them.
 Whole food or “natural brands” are suggested for
those with morning sickness or sickness due to
prenatal vitamins.
 Many advise against shopping at pharmacies and
big box stores for prenatal vitamins, and recommend
specialty stores or Whole Foods.
 Price is the biggest pain point. Those who are
really dedicated with keeping natural/non-gmo/etc.
are willing to pay more for quality products & brands.
Looking to retailers for:
 Coupons – very important in how this group
shops. Once they have an established brand or
product that they prefer, they will buy it from
whoever is offering it at the lowest cost or if
there is a coupon.
 Convenience – (Women shopping brick-and-
mortar) if the product can be found in their
supermarket or favorite shopping center, they’ll
buy it there since it’s convenient for them.
 One prenatal - Future moms are supplementing
with multiple vitamins rather than just taking a
simple prenatal.
SUB-AUDIENCE:
WOMEN DISCUSSING FERTILITY
 This group actively discusses a variety of
supplements. Many mention taking doctor
recommended brands and products.
 Prenatals are important to this group, as well.
 Pregnitude – a popular supplement that women
trying to conceive are taking. It’s myo-inositol.
Some are choosing to take inositol as a
standalone supplement. Client XYZ is a
recommended standalone supplement.

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Influential Sources
CONTENT INFLUENCERS
Mothering – This online publication is
specifically for families who have a natural
lifestyle. It offers articles, blogs, doctors advice
and discussion forums.
COMMUNITIES
Baby Center – This online community has
multiple forums and groups for all types of
moms, including those who live the natural and
organic lifestyle.
The Bump – Another community for moms
created by The Knot. This site offers discussion
forums, blogs, articles and personal stories.
BLOGS
Real Fit Mama – The owner of this blog, Julie
Festa de Lagarde, is an acupuncturist and
herbalist who also runs a wellness practice.
Her blog posts are often being shared
hundreds of times, specifically on Facebook
and Pinterest, two very popular channels for
mothers and pregnant women.
Money Saving Mom – This blog is focused on
personal finance and targets mothers
managing a household. The site is continually
updated with brand and store coupons, daily
deals and recipes. Blog posts average around
10,000 shares primarily on Facebook and
Pinterest.

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WHAT?
In order to reach mothers, use influencer
outreach to promote products that pertain to
mothers, families and/or children.
WHO?
Incorporate influential mommy bloggers into
your digital marketing efforts and online events.
HOW?
 Offer product giveaways in exchange for
reviews.
 Provide samples for bloggers to distribute
to readers.
 Invite bloggers to pin on community
Pinterest boards targeting mothers.
 Sponsor online events, such as Google
Hangouts or Twitter chats:
• Having a Healthy Family on a Budget
• Being a Natural Family Without Breaking
the Bank
• Latest in Children’s Nutrition
SUGGESTED CONTENT?
Healthy Recipes
 Cooking with Whey Protein
 Incorporating other Client XYZ Products
Peer Reviews & Testimonials
Coupons
 Personalized coupon codes for event
attendees
 Downloadable coupons for in-store use
Video Features
 Recaps of online events
 Healthy cooking with the family
 Healthy activities to do with kids
Content Recommendations
Mommy Blogger Product Outreach

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What’s in her cart?
Multis
Where is she shopping?
Online
• Amazon.com
• Vitacost.com
• iHerb.com
In-Store
• Whole Foods
• Target, Walmart
• GNC, Vitamin Shoppe
Women 25 – 40: Fitness & Weight Management
Shakes: Many women use protein shakes
as meal replacements when losing weight.
Multivitamins: This is the primary
supplement that women are discussing and
using.
What are her pain points?
What content does she consume?
Taste: Looking for products
that taste good, especially
shakes.
Cost: Wants quality products
at affordable prices.
Ingredients: Does this
comply with their diet?

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Weight Management Trending Content
Workouts
Blogs
Videos
Recipes

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Weight Loss Supplements
WEIGHT LOSS
 Those using whey protein as part of their weight
loss routine discuss taste the most.
 Many are purchasing their whey protein in retail
locations, such as GNC, Vitamin Shoppe and
big box stores like Target and Walmart.
• Many are discussing brands that are
carried in these stores.
• Some purchasing online are buying
from companies that specialize in
weight loss products, such as
Isagenix and Shakeology.
 Primarily, women use shakes as part of their
weight loss routine.
 Most look for shake products that promote
weight loss on the labels.
 There is some concern on whether protein
shakes actually help lose weight.
 Some use protein shakes as meal replacement.
 Most use protein shakes in conjunction with a
workout routine/exercise plan.
DIET SUPPLEMENTS
 As part of weight loss routines, people are
supplementing their diets with additional
supplements.
 Multivitamins are the most popular form of
supplementation for people seeking weight
loss.
 Young women discussing diet
supplementation are more likely to be drawn
to products that advertise weight loss.
• Metabolife is sometimes mentioned
in these conversations.

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Influencers
CONTENT INFLUENCERS
Women’s Health – This is a very popular
fitness publication that women are reading and
sharing with their peers. The publication’s
website offers women weight loss tips, targeted
exercises, recipes and helpful videos.
COMMUNITIES
MyFitnessPal – This site grew from a free
mobile app into one of the largest nutrition
databases and weight loss communities online.
Many users are women who use the forums for
support during their weight loss journeys.
Spark People – This is an online diet and
healthy living community with over 15 million
registered members. In addition to forums, the
site offers blogs, videos and fitness programs.
BLOGS
Fit Sugar– This blog is an offshoot of the pop
culture blog, Pop Sugar. It produces
content, such as workout routines, to-buy
lists, videos, recipes and celebrity tips, targeted
at women. This content is being shared across
multiple social media platforms, but Pinterest is
the biggest medium.
MindBodyGreen – This blog is dedicated to
overall health, including weight loss. It’s
producing content that focuses on lifestyle and
diet, including video courses, articles, recipes
and exercise routines. Most of the content from
this site is shared on Facebook.

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WHAT?
Creating a resource center or microsite
targeting women that want more information
around fitness, fitness products, and losing
weight.
WHO?
Incorporate existing brand
representatives, such as Lolo Jones, and
reaching out to influential fitness bloggers and
brand advocates to build content.
HOW?
 Build content focused on fitness and weight
loss.
 Invite bloggers and influencers to guest
blog on your site.
 Repurpose fitness videos focused on
women and weight loss.
 Host Q&A’s with leading industry fitness
experts on your social channels.
SUGGESTED CONTENT?
Healthy Recipes
 Cooking with Whey Protein
 Incorporating other Client XYZ Products
Coupons
 Coupon Codes for online
 Downloadable coupons for in-store use
Blog
 Latest fitness news and trends
 Super foods women need in their diet
 Workouts
 Weight loss tips
Video Features
 Exercise and workouts specifically for
women
Social Media
 Twitter Q&As
 Pinterest Boards
 Facebook & Instagram Contests
Content Recommendations
Building a Microsite Similar to Client XYZ Fuel

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What’s in her cart?
Probiotics
Where is she shopping?
Online
• Amazon.com
• Vitacost.com
In-Store
• Whole Foods
• Trader Joes
• Vitamin Stores
Women 25 – 40: IBS/IBD
Strains: They discuss what number of
strains are better to take depending on
diagnosis and symptoms.
Refrigeration: They often prefer probiotics
that are refrigerated because they
kCompetitor 1 it’s going to be fresh.
What are her pain points?
What content does she consume?
Dosage: Want a product that
is one pill-a-day or gives a
full month’s supply.
Labels: Looking for
indicators of dietary &
lifestyle preferences.
Ingredients: Want to avoid
certain ingredients to prevent
flare ups.

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Influencers & Trending Content
INFLUENCERS
Forums
IBS Group – A niche community for people who
suffer IBS/IBD
Individuals
Dr. Bruce West – closely associated with the
Standard Process brand. IBS sufferers refer to
him as a credible source when discussing
brands to take for their condition.
Thomas Martin – Author of the book, One
Percent: My Journey Overcoming Heart
Disease. Blogger for the One Percent blog,
who has linked to Dr. Whitaker’s blog posts,
and writes about natural supplements as it
relates to vitamins, probiotics, managing high
blood pressure, etc.
TRENDING CONTENT
Forums
Consumers relay on online advice from peers
and online research studies to learn about
possible diagnoses, treatment options and
lifestyle adjustments such as foods to avoid.
Information they seek:
 GI related symptoms
 Treatment Alternatives
 Nutrition / Diet recommendations such as:
• Foods to avoid or compliment new diets
• Diet Alternatives
Educational materials/ blog posts
/industry articles
 Food guides
 Easily accessible content, what strains to
look for in probiotics, what are digestive
enzymes, how to alter a diet with a
supplement to avoid symptoms/side
effects.

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Questions Consumers are Asking
“What research can you show me
around my diagnosis, particularly IBS?”
“What strains of probiotics are the best
to take for my disease?”
“What herbs and supplements will
interact with my prescription
medication? What are the side effects?”

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Consumers don’t trust their doctors much when
recommending specific brands of probiotics.
This is where educational content from a brand
is needed.
Easy-to-understand visuals and content
around:
 Food lists – what to avoid
 Probiotic strains – what does it mean?
When to take a certain strain for a certain
symptom
Thomas Martin, closely associated with
probiotics as well as other supplements and
health issues is a strong influencer and well
recognized and trusted within the market by
consumers.
 Leverage Martin’s following and thought
leadership, utilize his kCompetitor 1ledge
for guest blogging purposes, and Q&A’s on
Client XYZ-dedicated social channels. This
group is active on social and are very vocal
and in need of answers to their questions.
Specific Educational Content Opportunity
This audience segment is often confused by their symptoms as well as all of
the options on the market for probiotics.

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What’s in her cart? Where is she shopping?
Online
• Amazon.com
• Vitacost.com
In-Store
• Whole Foods
• Trader Joes
• Vitamin Stores
Women 25 – 40: Anti-Aging
Serums: They want serums and lotions
that won’t break out or irritate their skin.
Aminos: L-Carnosine is the preferred
amino for these women.
What are her pain points?
What content does she consume?
Cost: Sometimes seeks out
home remedies rather than
buying expensive products.
Labels: Looking for
indicators of dietary &
lifestyle preferences.
Ingredients: Want to avoid
certain ingredients to prevent
irritation.
Aminos
D

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Healthy Aging Trending Content
Sample content and conversations
Influencers:
 Dr. Andrew Weil
 Dr. James
Meschino
 Brenda Rusnak
 Maylin Rodriguez-
Paez, RN (Life
Extension)
Social Content: blog posts, Top lists and articles
Videos from influencers
Peer and community reviews: SkinCareTalk.com and
HealthyWomen.org
Industry articles: WholeFoodsMagazine.com
Research studies on topics such as exercising and conditions (i.e.
dementia) and how they pertain to healthy aging
Visual content on channels such as Pinterest

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Healthy Aging Female Demographic Audience Summary
InsightsWHO THEY ARE
Healthy Aging:
 Looking beyond topical products
(creams, serums) to pair with supplements to
repair cells “from the inside out”
 Resveratrol: wanting products that stay
fresher, longer
Bone health:
 Women are looking for bone
support/strength supplements
TOP CONTENT OPPORTUNITIES
Packages/Programs:
 Offering packages and programs that
address aging, skin care, diet, sleep and
exercise. Packaging skin care products and
anti-aging supplements would increase the
potential to sell additional supplements.
Peace of Mind:
 Looking for anti-aging products that provide
a variety of advantages (improved
energy, metabolism, circulation, etc.) as well
as the repair of RNA and DNA
 Also looking for products they can rely on

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Healthy Aging Marketing
Purchasers needs to be convinced of antioxidant values
Audiences are looking for:
 Purity standards (especially around omega 3s)
 Whole food based
 Some prefer natural products that have no artificial colors/flavors/preservatives
For anti-aging supplement marketing to be successful, must be:
 Multi-faceted
 Realistic
 Implemented consistently over time
Capture attention of these target markets by focusing on healthy anti-aging support with ingredients
supported by clinical evidence (i.e. “all natural” or “environmentally friendly”)

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Healthy Aging Marketing
Insights from Nutrition Business Journal’s market research
 On supplement side alone, anti/healthy aging target market is showing positive projected growth in
the next few years
 Opportunities to explore market opportunity and take advantage of it

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Additional Influential Sources
POPULAR WEBSITES & BLOGS
 Women’s Health Blog – Very popular
resource and destination for women who
are seeking advice from other females.
 Livestrong – Resource for both men and
women. The forum is also highly
visited, articles come highly recommended.
 Nutra Ingredients – A recommended and
highly shared website for industry articles
and industry research on various topics.
POPULAR FORUMS
 Inspire – A very popular forum for women
35-60
 Healing Well – both men and women hold
discussions about supplements in these
forums.
 My Fitness Pal – Very popular for women
ages 35-60 talking about how they can
better their lives
INFLUENCERS
 Garey Simmons – Founder of Optimal
Health Bridge, interested in alternative
ways to treat and reverse heart disease
with supplements, exercise and awareness.
 William S. Harris – Expert on Omega 3 and
highly recommended by consumers looking
for omega-3 information.
 Bryce Wylde – Alternative Health
Expert, appealing to all audiences.

24. Audience: Women 50+
TOP PRODUCTS
 High Quality Fish/Krill Oil
 Omega-3
 Calcium
 Resveratrol
TOP SPECIALTY CATEGORIES
 Healthy-Aging
 Bone Health
 Brain Function

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WHO THEY ARE
Healthy Lifestyle Living/Maintaining Health:
 They want customized products and programs that support their lifestyles.
 Likely to pay more for higher quality products and are very brand-loyal.
 Expect highest purity of products especially for their omega-3s.
 Labels should be more specific to ingredients listed, as well as any natural ingredients.
Who are They?
The women 50 and over are mostly concerned about healthy aging.

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What’s in her cart? Where is she shopping?
Online
• Amazon.com
• Vitacost.com
• iHerb.com
In-Store
• Whole Foods
• Trader Joes
• Vitamin Stores
Women 50+: Healthy & Anti-Aging
Bone Health: Looking for bone support
and strength supplements that also help
reduce menopausal symptoms.
What are her pain points?
What content does she consume?
Messaging: Doesn’t want to
be referred to as “elderly” on
product labels.
Labels: Needs clear labeling
particularly around dosages
and easy to read labels.
Ingredients: Wants better
purity particularly as it relates
to Omega-3.
Cal
Vitamins
C & DResveratrol

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Educational reports on benefits of certain supplements (like omega-3)
Customer testimonials on retail sites like Amazon and QVC
Infographics on channels such as Pinterest
Videos from influencers like Dr. Oz
Peer and community reviews: HealthyWomen.org, Slowly Aging Blog
Research studies on topics such as exercising and conditions (i.e.
dementia) and how they pertain to healthy aging
Healthy Aging Trending Content
Sample content and conversations for women 50+
Influencers:
• Dr. Andrew Weil
• Dr. Mehmet Oz
• Dr. James
Meschino

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Additional Influential Sources
INFLUENCERS
Communities
 Natural living and senior blogs
 HealthyWomen.org
 Slowly Aging Blog
 Women's Health
 Healing Well
 HealthyAging.net
 Peer/specific-condition communities
 Her2Support (Breast cancer)
Individuals
 Doctors/physicians
 Dr. Andrew Weil
 Dr. James Meschino

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Opportunity – Improved Labeling
Older women need easy-to-understand labels to make purchase decisions
Visuals help consumers understand what they should be looking for on a label, what numbers are
more significant and what they mean.

30. Audience: Men 25-40
TOP PRODUCTS
 Multi-Vitamins
 Whey Protein
 Aminos
 Fish Oil
 Probiotics
 HGH
TOP SPECIALTY CATEGORIES
 Clean Fitness
 Healthy-Aging
 IBS

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WHO THEY ARE
Clean Athletes:
 This group is composed mostly of men
looking for natural supplementation for their
intense fitness regimen.
 Many of these athletes try to supplement
their diet with as much whole food as
possible, but for those that can’t do that, they
look for whole food and vegetarian
supplements.
Natural Fitness & Sports Nutrition:
 Many men in the younger demographics are
focused on exercise, staying fit and building
mass and muscle.
 Bodybuilding forums produce the most
conversations around nutritional
supplements, particularly protein powders
and shakes. These products are the most
popular when it comes to sports nutrition.
 The more natural-minded men tend to gather
in niche communities, such as those focused
on mud/endurance racing, biking and diet-
specific forums. These men discuss
supplements, such as aminos, more than
protein shakes and powders.
 Primal and paleo diets are popular with this
demographic, specifically those looking to
avoid chemicals that could be harmful to
their bodies.
Healthy Lifestyle:
 Focused on maintaining a healthy lifestyle
through supplements and exercise.
 The majority of this group prefers to
purchase their supplements online because
they’re able to do their own research, look up
reviews and then buy the product that they
feel is best.
 Antioxidants, liquid supplements and
probiotics help this group focus on
maintaining their health and age well.
Who are They?
Men 25-40 are mostly concerned with clean fitness and maintaining a healthy
lifestyle.

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What’s in his cart? Where is he shopping?
Online
• Amazon.com
• Vitacost.com
• iHerb.com
In-Store
• Whole Foods
• GNC
• Vitamin Shoppe
Men 25 – 40: Clean Athletes
Training: Using supplements as part of
an intense training program.
Vegetarian: These supplements tend to
be free from chemicals that could
interfere with their lifestyle.
What are his pain points?
What content does he consume?
Education: Want to
kCompetitor 1 what the real
difference is between
synthetic and natural
supplements.
Labels: Needs clear labeling
around ingredients, including
free-from and what’s
included.
Multis
Aminos

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Trending Content
Workouts
Forums
Blogs

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Influencers
CONTENT INFLUENCERS
Men’s Fitness – Athletes and fitness-minded
men are sharing a lot of content from this
publication, including workouts, blogs, articles
and reviews.
COMMUNITIES
Bodybuilding.com – This online community is a
major resource among men interested in
weight training and bodybuilding. There are
boards dedicated to clean lifting and healthy
living. Client XYZ already has a large presence
in this community.
CrossFit Discussion Board – This is an active
community that is discussing a healthy diet in
conjunction with an aggressive exercise
routine.
BLOGS
Mark’s Daily Apple – The owner of this
blog, Mark Sisson, is the author of The Primal
Blueprint and a former triathlete. Through his
blog, books and online community he promotes
a primal/paleo lifestyle that incorporates whole
food supplements and nutrition.
Thrive Forward– This subscription-based video
blog is dedicated to “clean sports nutrition”
through organic and natural living, specifically
plant-based nutrition. It was developed by
Brendan Brazier, a professional Ironman
athlete, vegan and author.

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WHY?
Natural-minded athletes want more education
on clean and healthy training, especially in
regards to products. They want content that
addresses their needs.
WHAT?
Video is a very important medium for this
audience. They are using it for education
around clean nutrition, as well as for fitness
routines, workouts and product reviews.
HOW?
Sponsor a video series focused on clean
nutrition and training to be hosted on the Clean
Series microsite as part of a resource and tools
section.
WHO?
Partner with natural-minded, clean
athletes, such as Brendan Brazier, and Clean
Series brand advocates to produce the video
series and to promote it via their
blogs, websites and social channels.
Suggested Topics:
 Essentials to a Natural Athlete’s Diet
 Fitness Tips & Routines
 Cooking with Protein & Natural Products
 Clean Series Testimonials & Reviews
Content Recommendations
Video Series for Training Clean

36. Audience: Men 50+
TOP PRODUCTS
 High Quality Fish/Krill Oil
 CoQ10
 Lutein
TOP SPECIALTY CATEGORIES
 Healthy Aging
 Vision
 Heart Health

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Audience Summary Insights
WHO THEY ARE
Maintaining Healthy Lifestyle:
 The most common supplements that this
audience group is concerned about getting is
for their heart and eyes. They want to
maintain their cognitive health as well as
their heart.
 They are frequently concerned about
whether the supplements they take will
interact well with their daily heart medication.
 Their price tolerance is not as high as other
audience groups, but they want good quality.
Vision Health:
 Vision health is of high importance as well
especially regarding the avoiding of macular
degeneration.
 Older people (mostly men) with macular
degeneration talking about eye health and
supplements
 People taking aspirin for heart
health, worried about macular degeneration
 Talking on twitter, blogs, industry articles
 Discussing results of industry
studies, particularly about aspirin and
AREDS
 Needing simple supplements ingredients to
help eye sight: grape seed
extract, cholesterol-lowering eye drops to
treat AMD
 Rely on peers instead of doctors

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Healthy Aging Male Demographic Audience Summary
InsightsWHO THEY ARE
Heart Disease-Inflicted:
 Taking additional supplements when taking
heart supplements can be a tricky situation –
men are looking to make sure the interaction
between the supplements and medications
will be fine.
Vision Impaired/Preventing Vision
Impairment:
 Supplements for those already inflicted with
ARMD, and those looking to avoid it at an
older age
Anti-Aging/Healthy Aging:
 Looking to prevent memory and hair loss, as
well as weight gain; improve/maintain brain
function and clarity (“brain fog”)

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What’s in his cart? Where is he shopping?
Online
• Amazon.com
• Vitacost.com
In-Store
• Whole Foods
• Trader Joes
• Vitamin Stores
Men 50+: Healthy & Anti-Aging
Brain Function: Using Acetyl-L-
Carnitine, CoQ10, Folic Acid and Omega-
3s for cognitive health.
Lutien: This is being used for eye
health, particularly macular degeneration.
What are his pain points?
What content does he consume?
Interaction: Wants
supplements that won’t
counteract prescriptions.
Dosage: Want to
kCompetitor 1 how much
they need for full effect.
Cost: Not as willing to pay
more for quality like younger
people.
CoQ10
Lutien &
Vit. CALCAR

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Influencers & Trending Content
INFLUENCERS
 (Senior) Blogs & Forums
 Slow Aging blog
 Healing Well
 Health.com
 Industry websites:
 Nutra Ingredients
 Natural Products Insider
TRENDING CONTENT
 Forums
 Peer advice/reviews/testimonials
 Blog posts
 Lists and product information

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Opportunity: Drug Interaction Checker
Older men need peace of mind that supplements will not counteract with
medications
Provides instant insight into what supplements and medications may or may not interact negatively