Does CBG offer hope against antimicrobial resistance?

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According to a recent WHO press release, a lack of innovation in the development of new antibiotics, allied with declining private investment, is undermining efforts to combat drug-resistant infections. The breaking news from China of a sharp rise in diagnoses of an emergent strain of coronavirus, and new reported cases in Japan and Thailand, has raised fears of another outbreak similar to SARS in 2003, which infected more than 8,000 people and killed more than 700.

WHO has raised concerns about a weak pipeline for antibiotic agents, with 60 products in development (50 antibiotics and 10 biologics) that it deems bring little benefit over existing treatments and very few that target the most critical resistant bacteria (Gram-negative bacteria). However, some positive news came from an unlikely quarter over the weekend – an as yet unpublished study that found that CBG (cannabigerol) cured mice of MRSA infections as effectively as vancomycin, a drug widely considered to be the last line of defence against drug-resistant microbes.

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One of our recent blogs looked at the potential of a new emerging class of cannabinoids beyond CBD – including CBG, CBN (cannabinol) and CBC (cannabichromene) – and this new study boosts the attractiveness of the cannabinoid industry even further. Eric Brown, the microbiologist who led the research at McMaster University said cannabinoids were “clearly great drug-like compounds”, but noted it was early days in assessing the compounds for use in the clinic.

Brown found that CBG and other cannabinoids did not work well against gram negative multi-drug resistant bugs. However, the study shows that when CBG is used along with small quantities of polymyxin B, an existing antibiotic that targets “the cytoplasmic membrane of Gram-positive bacteria”, the cannabis compound wiped out the drug-resistant pathogens. “We are now pursuing the required paperwork to work with a wide variety of cannabinoids,” Brown said.

What is the current regulatory status of CBD in global markets? Find out in Nicholas Hall’s upcoming report, CBD 2020: The 20 Most Important Questions about CBD in the Future of CHC! You can also read about the main challenges faced by CBD players, the current and forecast size of the market, and much more! Pre-order your copy before 30 January to save with the pre-publication discounted rate! To find out more, or purchase your copy, please contact melissa.lee@NicholasHall.com.

CHC trends in 2020

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In Nicholas Hall’s recent signature New Paradigms report, there were 15 Infinity Zones identified as offering substantial growth opportunities for the consumer healthcare market over the next decade, against a backdrop of uncertainty in the industry caused by the recent wave of mega-mergers. These include the development of new CHC products for diabetes and food intolerance, as well as a further uptick in activity for probiotics, MedTech and e-Commerce. In this week’s blog, we look at three trends that may boost the consumer healthcare market in 2020.

CBD and beyond

2019 was the year of CBD, as evidenced by our CHC New Products Tracker service, which logged over 300 new CBD products in the US market alone last year. A recent article in US pharmacy trade publication, Drug Store News, suggests that CBD is just the tip of the cannabinoid iceberg, with various other cannabinoids set to take off over the coming year. These include cannabigerol (CBG), which is said to produce a stimulant effect, cannabinol (CBN), claimed to show benefits as a sleep aid, and cannabichromene (CBC), claimed to be an effective pain reliever.

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Veganism on the rise

A UK-based campaign that has received a lot of celebrity endorsements, Veganuary, is encouraging people to try veganism in the month of January. One of the benefits of the rise in veganism for VMS marketers is increased awareness of the nutrients we require, many of which can be lacking in a vegan diet. For instance, several leading proponents of veganism like The Vegan Society recommend taking vitamin B12 supplements while adopting a vegan diet. Our CHC New Products Tracker service has also recorded a strong rise in vegan-friendly supplements in the past two years, a trend that looks set to accelerate in 2020.

Uptick in switch activity?

One of the trends responsible for the slowdown in global CHC market growth these past 3-4 years is the drop-off in Rx-to-OTC switch activity, especially in the world’s No.1 market, USA. There are signs this is about to change – for example, Viagra is due to lose its final patents in the USA in 2020. In Japan, the world’s No.3 CHC market, there has been a similar falling off in switch activity, with just two ingredients approved for reclassification in 2018 and 2019. However, 2019 saw the first ingredient to be switched under a new system set up by Japan’s drugs agency, MHLW, which has nominated over 30 ingredients as eligible for switch. With the Tokyo Olympics also on the horizon in summer 2020, this year could see a revival in Japan’s sluggish CHC market.

With options available for complete access to all 20 markets covered by CHC New Products Tracker, or a subscription for selected categories or countries, contact waisan.lee-gabell@NicholasHall.com today to find out more or set up a free trial!

CHC Adjacencies Fuelling Digital Marketing Innovation

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A new report from Nicholas Hall examines effective digital marketing strategies for consumer health players and the fast-growing online channel for OTCs. In this week’s blog, we examine which consumer healthcare categories, brands and companies most fully embraced social media marketing in 2019, and summarise the report’s findings.

Given the tight regulations surrounding the promotion of registered OTC medicines on social media, it’s no surprise that the subcategories where we’ve recorded the most digital marketing activity in 2019 – using our OTC New Products Tracker tool – were adjacent categories in Lifestyle OTCs, VMS and dermatologicals. Cannabis / CBD recorded the highest number of innovations backed by social media promotion in 2019, followed by lip care and probiotics.

Of the Top 20 brands that recorded the highest number of innovations in 2019 backed by social media promotion, lip care products Eos (Eos) and ChapStick (formerly Pfizer, now GSK) were at the top of the tree. For example, Eos Vampire Kiss was supported by an Instagram campaign in the run-up to Halloween. CBD companies such as Hilo, CBDfx and Ignite – the latter backed by professional poker player and social media celebrity Dan Bilzerian – have also used digital marketing in 2019 to support their new products. Among VMS brands, Irwin Naturals, Zarbee’s Naturals (J&J) and Olly (Unilever) were all well-supported on social media, especially Facebook.

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Below are some of the findings from the new Nicholas Hall report:

  • It is vital that approaches to digital marketing are differentiated across digital and social media channels
  • Most consumers trust social media for healthcare advice, making an engaging social media strategy critical
  • Rapid adoption of digital technologies and evolving shopping behaviours are transforming e-Commerce into a key channel in consumer healthcare
  • Consumers will generally shop where it is most convenient, so understanding where they are shopping online is vital
  • Mobile is consumers’ constant companion so all content should be accessible on mobile devices
  • Since the virtual shelf is infinite, standing out from competitors online requires orchestrated brand communication

Comment from Ian Crook, Managing Editor, Nicholas Hall’s Reports: When considering how to target consumers via digital channels, marketers must note that different demographic groups use different social media platforms, and in diverse ways. Content consumption is diversifying just as audiences are broadening; the modern consumer leads a very busy life and can be easily distracted, posing challenges to effective engagement. Fostering consumer connections is vital, and whichever means of communication is used – live streaming, chatbots, social media messaging, etc – interacting with consumers is essential. Marketers cannot win everywhere or invest in all platforms, so choosing the appropriate medium is an important step in planning an effective digital campaign.

The new report features many more findings, backed by relevant case studies, including a look at consumer influencers, the benefits of a direct-to-consumer strategy, the digital strategies of the OTC Top 10, as well as the differing regulatory situation for online sale of medicines across markets, plus much more. To purchase your copy of Digital Marketing & e-Commerce, or for more details, please contact melissa.lee@NicholasHall.com.

Gottlieb calls for action on “CBD craze”

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In an opinion piece for the Washington Post entitled, “The CBD craze is getting out of hand. The FDA needs to act“, former FDA commissioner Scott Gottlieb described many of cannabidiol’s purported benefits, from cancer to depression treatment, as “fanciful” and said the FDA must act now to ensure “commercial interests don’t strip away any legitimate value the compound might have.”

Pointing to the potential risks of CBD use (i.e. damage to the liver at high doses), and the misperception that the 2018 US farm bill “legalised” CBD, Gottlieb suggests the best way forward is a legal pathway based on an “efficient regulatory process and sound science”. Recently, the FDA sent a warning letter to Curaleaf about “unsubstantiated” claims on its website and social media accounts linking CBD with cancer, Alzheimer’s, etc.

In response to Gottlieb’s opinion piece, Steve Mister, President & CEO of the Council for Responsible Nutrition (CRN), said his organisation aligned with the FDA on the need to establish a “clear and legal pathway forward”, but said that CBD’s status as a dietary supplement does not necessitate legislation, nor a “multiyear process requiring FDA to gather safety data on CBD”.

In an article for Whole Foods Magazine, Mister is quoted as saying that the “FDA has the authority to make cannabidiol a supplement under DSHEA [The Dietary Supplement Health and Education Act of 1994], even though it’s already been studied as a drug.” Mister envisages a future in which CBD can be sold as both a drug and a supplement, and that is certainly how Nicholas Hall also sees the market evolving in his newly published New Paradigms report.

CBD is one of the topics in our new report, Nicholas Hall’s New Paradigms for CHC 2019: Over the Horizon, personally written by Nicholas himself! Focusing on a wide range of major issues surrounding the CHC Market, including Innovation, Distribution, Digital Engagement, Competition and much more, this is an essential read for all players striving to compete in this evolving marketplace. In addition to this, you can upgrade your purchase to include a customised in-house presentation or webinar with Nicholas. To find out more or to place your order, please contact melissa.lee@NicholasHall.com.