From Clinical Research to Market Impact: Vedic Life Sciences’ Evidence-to-Market Approach

In this video interview from SupplySide Global, Kriti Chaudhary, associate director of partnerships and strategy at Vedic Lifesciences, looks back at the company’s recent Evidence Roundtable, held just before the show opened. She shares 5 key takeaways on turning clinical research into a commercial advantage, from designing clinical studies around the claims a brand wants to make, to building evidence that holds up against competitors, regulators, and in court.

She also explains how Vedic, in business for 26 years, helps nutraceutical brand and ingredient companies substantiate label claims, and walks through the evidence-to-market path from first idea to a published study and a claim a brand can use. Her closing message: evidence earns trust, and excellence makes it last.

Transcript

Erin McEvoy: Vedic Lifesciences hosted The Evidence Roundtable before the show. What were some of the main takeaways from this presentation on turning clinical research into a genuine commercial advantage?

Kriti Chaudhary: Yes, we did host the Evidence Roundtable day before yesterday, right before SupplySide Global, and it was a very interesting event, one of its kind. We had this amazing panel consisting of industry experts, of regulators, people that do branding. We had attorneys, you know, from law firms. So it was a very, you know, beautiful panel. I think some of the key takeaways would be around 4 to 5 main takeaways.

One would be that you start from the end, right? You should know what claims you want to make so that you can design the study accordingly from day 1. The science team, the marketing team, and the regulation team should be on the same page. Should be aligned as to what should be the doses, what should be the endpoints, and what do consumers really want. That’s takeaway number 1.

Takeaway number 2 should be that the evidence should hold up, right? A statistically significant result is not the finish line. The evidence should hold up against competitors. The evidence should hold up against regulators. The evidence should hold up in court, right?

And then the third key takeaway is that evidence helps you get a price premium. And who doesn’t love price premiums? So evidence will help you to open doors for your product with acquirers, with investors, open doors with new distributors, new geographies, new markets. So definitely, evidence will help you with that price premium.

So the fourth takeaway would be smarter, not just bigger, right? We don’t want just larger clinical trials. We want smarter clinical trials. We want to see early signs of response. We want more personalized clinical trials. We want to use AI in clinical trials.

And the fifth takeaway would be, excellence should be within everyone’s reach. Why should only larger companies have access to excellent and good quality clinical trials? I think clinical trials should be affordable, should be compliant, and should be credible, and should be accessible by all. So the main, you know, one take-home message from The Evidence Roundtable was that evidence earns trust, excellence makes it last.

McEvoy: What does Vedic Lifesciences do for nutraceutical brands, and what are you at SupplySide Global to talk about?

Chaudhary: Vedic has been doing a lot for the last about 26 years. We’ve been helping brand and ingredient companies and innovators basically, you know, answer questions for marketing, for regulators, by doing everything from in vitro studies to in vivo studies to human intervention studies. We help them make label claims. We help them reach their commercial objectives, get that price premium. So basically, Vedic helps companies gain trust using evidence.

McEvoy: You describe an “evidence-to-market” approach. What does that look like from first idea to a claim a brand can use?

Chaudhary: So from conceptualization, so you need to understand what claim you want to make, what market you want to enter. So once you have that, then you design your study accordingly. So everyone should be on the same page from day 1. You have the science team, the marketing team, the sales team, and, you know, make a list of what claims you want to make, whether you can make those claims or not, and then design the study accordingly. Run the study with a compliant CRO and get the study out in a good journal, in a reputed, credible journal, and then use it to make those claims to achieve your marketing objectives.