Unique education strategy

Mannatech has a unique strategy in place to get the word out about its products. It uses a network marketing structure based on a foundation of 350,000 associates, including doctors and other healthcare professionals, who act as educators on the benefits of the products, Sam Caster explained.

“What this group wants to see is, where’s the science?” he said. “Then our marketing group helps take the language of science and turns it into the language of consumer goods. There’s very little information out there about when works and why, and that’s where Mannatech steps to the plate.”

A primary objective for Mannatech, Caster said, is to help consumers educated themselves about wellness solutions in light of today’s growing healthcare concerns, such as the obesity epidemic and aging Baby Boomer population.

“Our strategy takes a consumer that’s already interested and highly aware, and says, ‘If you’re going to make a decision, don’t you want to make an informed decision?”‘he said. “There is receptiveness to new ideas and new technologies, because I think people realize that whatever we know has not worked. There has to be something missing in the equation because we don’t have that quality of life we’re after.”

The growing recognition of glycomics as a new frontier in the medical and nutrition fields has been another important factor, Caster noted. “Every level of science has cover story articles on this new science,” he said. “There’s a growing acceptance in the scientific community, which to a third-party view of consumers helps validate the standpoint that this concept is real.”

Although health concerns like obesity and aging are critical issues in the US, Mannatech is expanding in other countries as global awareness of health and wellness continues to grow, Caster said. Consequently, Mannatech’s message and marketing strategies stay virtually the same, despite where they are being targeted.

“Every first-world country is facing the same things in terms urbanization and problems with the environment,” he said. “Healthcare is pretty much a global problem, so when you’re talking about wellness and solutions, you’re using that concept around the world without too much of a problem. Every country is saying, ‘What are we going to do to protect our quality of life?”’