New things to say about your product, straight from the science.
Claims are what your brand gets to say. They’re on the front of the pack, in every ad and on every product page, and they decide how a shopper sees your product before they’ve tried it. Claim Dev™ takes what your Lit Review™ found and turns it into new claims: written in your brand’s voice, for the people you’re talking to, and inside the rules your category plays by.
How We Write A Claim
From the science to what you say.
We take everything the research turned up and pull out what your product can actually use. Then we write it like marketing, because that’s what it is.
What the science says about your product that nobody on the shelf is saying, and what your formula has that theirs doesn’t.
Your efficacy language is often already set by your label or monograph. We bring new language from the science: a new angle, a new reason to choose you.
Shoppers, doctors, pharmacists, retail buyers. You choose who it’s for and we write for all of them, branded and in the voice your brand already uses.
Written in the register your category needs.
“Supports a calm wind-down.”*
How the body works, never what it treats. Carries the FDA disclaimer.
“Relief that lasts up to 12 hours.”
Inside the indication on the label. Comparisons need a study behind them.
“Shown to relieve dry eyes in 7 days.”
Only what the device was cleared to do, with its own testing behind it.
“An excellent source of magnesium.”
Set by how much is in a serving, and which health claims FDA allows.
Illustrative lines
Anatomy Of A Claim
A hero claim, and every way to say it.
Claims arrive in directions. Each one has a hero line, other ways to say it, the evidence underneath, and the logic that keeps it standing in review.
Most magnesium on the shelf is oxide. In studies, glycinate was absorbed 2.7× better. Lullwell is glycinate.
Every bottle on the shelf leads with milligrams. The form decides how much of them you absorb, and nobody in the category says so.
2.7× better absorbed than magnesium oxide, at the same dose.
Read the form, not just the milligrams.
Brand X is magnesium oxide. Lullwell is glycinate.
Glycinate, a chelated form, showed higher absorption than oxide at an equal elemental dose.
A crossover trial at the product’s dose and form, backed by a review of 14 trials.
- Say “in studies”
- Never “clinically proven”
- Keep “at the same dose” attached
- No sleep outcomes, absorption only
- Credit the form, not a test of this product
Illustrative · Lullwell™ is a fictional product; “Brand X” stands in for a named competitor
The Claim Ladder
You choose how far up the ladder you go.
Every idea can be said quietly or boldly. We write each step, from a plain fact about the category to a head-to-head line, and your team decides how far up to go.
“Not all magnesium is absorbed the same way. Check the form on your label.”
No product, no comparison.“7 of 10 leading magnesium supplements use magnesium oxide.”
A fact anyone can check on the shelf.“Most magnesium on the shelf is oxide. Lullwell is glycinate, 2.7× better absorbed.”
The product enters, in its own sentence.“Brand X uses magnesium oxide. Lullwell uses glycinate.”
Names a competitor. Legal’s call.“Lullwell works better than Brand X.”
The product, put forward as the better choice.Illustrative · Lullwell™ is a fictional product; “Brand X” stands in for a named competitor
Bausch + Lomb: 35 approved claims.
Claims you can put to work: hero claims and the lines around them, for shoppers and for healthcare professionals, each with the evidence behind it and the line it must not cross.
FAQ
Common questions
What is Claim Dev™?
Claim Dev™ turns your science into new things your brand can say: hero claims and supporting lines, written for your audience and your category, each tied to the studies behind it.
What does Claim Dev™ deliver?
A graded, searchable claims library: structure-function claims mapped to evidence, source-log verification, and language built to survive medical, legal, and regulatory (MLR) review.
Will the claims survive MLR?
That's the point. Every claim is evidence-graded and traceable to the published record, so your legal and regulatory teams can verify it quickly and approve with confidence.
How long does Claim Dev™ take?
Typically a matter of months. In one engagement, a 35-claim, MLR-approved roadmap was delivered in three weeks — while the product was still being formulated.
Do I need a Lit Review™ first?
Often, yes. Lit Review™ surfaces the evidence; Claim Dev™ organizes it into approvable claims. Together they form the foundation of your Science Story™.
How is this different from claims software?
Software suggests claim language and scores its risk automatically; your team still validates it and carries it through review. We deliver finished claim development: graded, tied to verified sources, scoped to your regulatory class, and supported through MLR. We wrote a fuller comparison here: IngredientAI vs. Let There Be.
Have science but no claims?
Claim Dev™ turns your existing studies into marketing language that survives scrutiny.
Organize My Claims