Are customized supplements right for your practice?
Three manufacturers look at the issues
By Linda Segall

Your patients deserve the best — the best treatments for their spines and the best supplements for their nutritional needs. Because they deserve the best, you can make a strong argument for them to get their supplements directly from you, because you are confident in the quality of the products you provide.

But should you go a step further and give your patients customized formulizations of supplements? Chiropractic Economics decided to explore this question with three manufacturers of nutritional supplements. Each has the capability to do customized formulizations.

We talked with:

• Joseph Messino, director of sales and product training, Douglas Laboratories, www.douglaslabs.com;
• Mary E. Helrich, CN, vice president of product development and quality control, DaVinci Laboratories of Vermont, www.davincilabs.com; and
• Chris LaFleur, vice president of marketing, Enzyme Process, www.enzymeprocess.com.

Q: How would you define customization or custom formulization?

Messino: Custom formulization is a way to allow doctors to design their own nutritional protocols. They can develop a formula that is different from anything else currently available on the market and provide it in a capsule, tablet or powder. Or, they might be able to design a custom convenience pack that contains a group of existing products or formulas that address the protocols they have in mind.

Helrich: Custom formulization refers to a formula that has been exclusively designed by a doctor and made by us. Or, it can be a formula that has been designed by us especially for the doctor, based on the type of problem he or she is treating.

LaFleur: It’s taking a blend of dietary supplement ingredients in precise weights and manufacturing them in a specific delivery form, such as capsules, tablets, liquids or powders.

Q: How does customization differ from custom labeling?

LaFleur: A custom formula is proprietary to the formulator who originated the product. Private labeling deals with a finished dietary supplement and the ability to make the same product available to multiple vendors.

Messino: No formulization or protocol design is required in private labeling. Customization normally requires high minimum orders and formulization expertise. Private labeling requires much lower minimums.

Helrich: When a manufacturer offers its product to doctors under their own label designs, instead of the manufacturer’s label, that is private labeling. A custom formula is made exclusively for one doctor.

Q: Describe the type of chiropractor who would make a good candidate to carry customized supplements.

Helrich: That would be a doctor who has his or her own unique way of addressing health conditions through nutrition and has not been able to find the particular nutrient combination in an off-the-shelf formula.

Or, it could be a doctor (there are many) who likes the idea of combining several nutrients into one formula instead of recommending two or three different supplements. This helps in patient compliance, because the patient only has to take one formula instead of several.

Messino: A good candidate would be a chiropractor who has or is developing a nutrition-based practice and who is interested in offering a wellness program specific to patients’ needs.

LaFleur: Because of the costs and minimums involved with contract manufacturing of a custom formula, the chiropractor would need to have an established practice with a target number of patients seen monthly. Keep in mind that doctors who offer custom formulas need to do a great deal of education and marketing with their patients.

Q: What are the benefits of offering vitamins and supplements customized for a practice?

Messino: Customization provides a more specific and tailored protocol that produces better patient results. And customized protocols eliminate the patient’s ability to shop for cheaper and potentially inferior off-the-shelf product alternatives outside of the practice.

LaFleur: These supplements are only available through the practice. This helps increase the market share of the practice and helps to build brand awareness and build credibility. All of these things keep patients coming back.

Helrich: Custom formulas ensure future sales and allow the practitioner to stimulate repeat business. Providing custom formulas or private labels not available over-the-counter improves patient loyalty. Most healthcare practitioners recommend supplements for long-term management — sometimes for the life of the patient. Special formulas lock in guaranteed sales.

Q: Do these products have any drawbacks?

Messino: The doctor must be ready and willing to explain the reason for and benefits of custom form-ulizations, especially with regard to cost and quality.

Helrich: Doctors have an upfront investment and have to inventory a greater quantity of the custom formula than they would for private labeling an existing formula. Some offices may not have adequate space to hold inventory.

Q: What are the legal ramifications (if any) for handling a customized brand?

LaFleur: The product would need to meet GRAS (generally recognized as safe) standards, as determined by the Food and Drug Administration. The practice would need to have a product liability policy on a customized formula.

Normally doctors who carry private-label brands are covered under the manufacturer’s policy, but this coverage may not extend to custom formulas.

Messino: When you work with a quality manufacturer, its insurance indemnification will transfer to the physician. Ultimately the manufacturer is responsible for the products made, regardless if they are custom or existing formulas. Quality manufacturers have PhDs and nutritional experts on staff to assist in formulization, to produce products without contraindications.

Helrich: Label copy must meet FDA guidelines. Marketing pieces and ads must also comply with FDA requirements.

Q: What advice would you offer to anyone who wants to consider customization?

Messino: Find a manufacturer who specializes in providing custom formulizations to healthcare practitioners. Look at its breadth of product line, suitable to provide a wide range of protocols and custom formulating and packaging options.

LaFleur: Get to know your contract manufacturing facility. Learn about its good manufacturing practices (GMPs) to ensure you are getting a quality product.

Education is a key factor when you encourage patients to take dietary supplements. Provide as much information as you can on your own custom formulization. Determine how you want your product to fit in the minds of the consumer so that you can develop the most effective packaging and marketing materials.

Linda Segall is editor-in-chief of Chiropractic Economics.