| swept the country a few months ago, when the | | | | president of medical affairs, Joseph Brasco M.D., in his |
| public was alerted of a shortage for this | | | | white paper, “Simple Steps to Bolster Your |
| year’s supply of flu vaccine. Health and | | | | Immune System To Help Prevent Colds and the |
| Human Services secretary Tommy Thompson | | | | Flu.” According to Brasco, improving immune |
| promised that those at risk—people over 65, | | | | system health starts with five easy |
| children ages six months to two years, pregnant | | | | steps—advanced hygiene, diet, |
| women, people with chronic illnesses, and health care | | | | supplementation, sleep, and reducing stress. |
| workers—would be provided for, still leaving a | | | | To start, Brasco said he would recommend Garden |
| large segment of the population potentially at risk. | | | | of Life’s Clenzology Advanced Hygiene |
| Fearful, consumers headed across the border to | | | | System. |
| Canada while some began smuggling in illegal doses | | | | “I believe that [advanced hygiene] is highly |
| with the hopes of getting the coveted vaccine. | | | | effective because it goes beyond normal hand |
| Thankfully, that same under-immunized group has not | | | | washing to help improve…hygiene practices so |
| been besieged by the sneezy-achy-stuffy head-fever | | | | that [the] body can focus on supporting [the] |
| that makes it hard to get out of bed, let alone get | | | | immune system,” said Brasco. |
| through the day bug. Regardless, manufacturers say, | | | | “Advanced hygiene is designed to |
| now is not the time for consumers let their defenses | | | | systematically clean and remove germs from the five |
| down. | | | | areas where they are most likely to enter the body: |
| “Unfortunately the flu season is a long one, | | | | the hands (particularly underneath the fingernails), the |
| typically occurring from November through March. | | | | corners of the eyes, the nasal passageways, the ear |
| Many people erroneously believe if they are lucky | | | | canals, and the mouth. I believe that an advanced |
| enough to avoid the dreaded symptoms until after | | | | hygiene regimen can support the immune system and |
| the holidays, they are safe for another year. Naturally | | | | can assist in the reduction of colds and flu, allergies, |
| maintaining good health is a year-long job, but my | | | | and sinus problems.” |
| advice is to continue taking additional supplements | | | | Added Orem, UT-based Xlear, Inc.’s vice |
| throughout the entire flu season,” said Grace | | | | president of business development, Brent McKinley, |
| Ormstein, M.D., medical director and scientific advisor | | | | “I think more doctors are encouraging |
| for Houston-based Himalaya USA. | | | | prevention versus treatment, and the media has |
| According to Botanical Laboratories, Inc.’s | | | | been more aggressive in talking about what to do |
| (BLI, Ferndale, WA) director of marketing Kevin | | | | just in case you can’t get a flu vaccine. |
| Cobb, “Increasing focus on immune health | | | | Anytime there is a shortage of traditional |
| products during the off-season is a great way to get | | | | medications, people will turn to alternative tactics and |
| customers to focus on it prior to becoming | | | | natural remedies that they are familiar with.” |
| sick.” | | | | Xlear’s Nasal Wash is said to help keep |
| Noted Louise MacIntosh, R& D, for Futurebiotics | | | | sinuses free of infection-causing or allergy-triggering |
| (Hauppauge, NY), “Raising consumer | | | | bacteria... |
| awareness for any issue is a difficult task, especially | | | | Connect With the Customers: Find out which buttons |
| when dealing with something as complex as the | | | | your customers respond to—money, |
| immune system.” | | | | self-preservation, romance, or recognition, |
| Case in point: A recent consumer survey reported by | | | | recommended Sebastian Andino, project coordinator, |
| Natrol (Chatsworth, CA) concluded that most | | | | North American Herb & Spice/Physician’s |
| Americans do not think about immune system health | | | | Strength (Buffalo Grove, IL). |
| preventatively. | | | | “If it is self-preservation, tell them they have |
| In fact, the survey, conducted last summer by Penn, | | | | to protect themselves from killer germs! If it is |
| Schoen, and Berland Associates, found only 2 percent | | | | money, ask them if they can afford to be sick this |
| of respondents said they do. Thirty-six percent of | | | | year—it costs a fortune in time and money. If |
| those polled think of their immune system only when | | | | it is romance, tell them that when we are healthy, |
| not feeling well, and 34 percent don’t know | | | | that is when we can really make a difference. If it is |
| or think about their immune system at all. | | | | recognition, tell them that they are much too |
| The next step for retailers is to change the | | | | important —people depend of them to be |
| consumer mindset to think of immune health | | | | healthy,” Andino half-joked. |
| products, where the intent is to strengthen the | | | | Media Blitz: Manufacturers recommended stores, |
| immune system before the consumer gets sick. | | | | whenever possible use radio programs, and local |
| “The good news is 55 percent of consumers | | | | news newspaper articles and advertisements, to get |
| are interested in knowing what they can do | | | | the word out to consumers about the benefits of |
| everyday—big or small—that can | | | | immune support. |
| positively affect their immune system,” said | | | | “Retailers with access to enough space for a |
| Natrol’s CEO Elliott Balbert. “By | | | | seminar presentation will gain tremendously by |
| becoming more attuned to the factors that impact | | | | promoting credentialed speakers to give |
| our body’s natural defense systems, | | | | presentations on immune response to their |
| consumers will now have the necessary ammunition | | | | customers,” said Quality of Life Labs’ |
| to make a difference.” | | | | Cheatham. “These seminars should be |
| As Easy As 1, 2, 3 | | | | supported by in-store flyers, direct mail activity, |
| Start simple, when it comes to building up immune | | | | posters and advertising especially in local newspapers |
| health defenses, said Garden of Life’s vice | | | | and on radio. |