Selling a product that offers an immediate visual transformation is easy. But how do you market an invisible benefit like long-term cellular health? In this episode of Business Innovators Unplugged from Cannes Lions, host Anna Magzanian is joined by Mona Rosene, Global Director of Medical and Science Affairs at Niagen Bioscience. They explore the brand strategy behind the booming longevity market and how Niagen cuts through a noisy, trend-driven supplement industry by leading with intellectual property and clinical data instead of marketing hype. Key Takeaways:David vs. Goliath: Why independent research and patents allow science-first brands to outperform massive competitors with high ad spend. Marketing the Invisible: How to build consumer trust and lifelong loyalty for a preventative product without an overnight fix. Translating the Science: The playbook for turning complex biological processes (like NAD+ depletion and "inflammaging") into actionable consumer insights. The Health Span Revolution: Why consumers are flipping the script from simply wanting to live longer, to demanding a higher quality of life. Chapter Breakdown: Introduction The Consumer Shift: Selling Health Span vs. Lifespan The Elevator Pitch: Explaining Complex NAD+ Science Brand Building: Cutting Through Wellness Industry Noise Translating Clinical Data into Consumer Benefits Product Pipeline: What is Next in the Longevity Market Identifying and Targeting the NAD+ Audience The Marketing Dilemma: How to Sell Prevention Q&A: Why Unbiased Science Beats Big Ad Spend Q&A: Testing, Tracking, and Validating the Product
Selling a product that offers an immediate visual transformation is easy. But how do you market an invisible benefit like long-term cellular health? In this episode of Business Innovators Unplugged from Cannes Lions, host Anna Magzanian is joined by Mona Rosene, Global Director of Medical and Science Affairs at Niagen Bioscience. They explore the brand strategy behind the booming longevity market and how Niagen cuts through a noisy, trend-driven supplement industry by leading with intellectual property and clinical data instead of marketing hype. Key Takeaways:David vs. Goliath: Why independent research and patents allow science-first brands to outperform massive competitors with high ad spend. Marketing the Invisible: How to build consumer trust and lifelong loyalty for a preventative product without an overnight fix. Translating the Science: The playbook for turning complex biological processes (like NAD+ depletion and "inflammaging") into actionable consumer insights. The Health Span Revolution: Why consumers are flipping the script from simply wanting to live longer, to demanding a higher quality of life. Chapter Breakdown:
Introduction
The Consumer Shift: Selling Health Span vs. Lifespan
The Elevator Pitch: Explaining Complex NAD+ Science
Brand Building: Cutting Through Wellness Industry Noise
Translating Clinical Data into Consumer Benefits
Product Pipeline: What is Next in the Longevity Market
Identifying and Targeting the NAD+ Audience
The Marketing Dilemma: How to Sell Prevention
Q&A: Why Unbiased Science Beats Big Ad Spend
Q&A: Testing, Tracking, and Validating the Product