While today's modern diet encompasses a wide variety of foods, many people still experience deficiencies in various nutrients. Supplements have become a popular solution to address these gaps. However, determining which supplements to take and the appropriate amount can be challenging.
Recognizing this need, Meiji Seika Pharma, a company with extensive expertise in developing and marketing psychiatric medications, has introduced "meiQua." This innovative supplement brand, which patients can purchase after consulting with their family doctor, offers a new approach to health and wellness.
To further understand the vision behind this brand launch, we spoke with Tomoko Kawamata, the project manager leading the initiative.
Social issues related to dietary supplements
In recent years, a wide variety of dietary supplements with diverse ingredients and purchasing options have become available in Japan. But most consumers don't know which nutrients they need and how much to take. They risk excessive supplement intake and unexpected health issues due to interactions with medications they may be on. Patients undergoing treatment for diseases are particularly at risk. Any supplements they take must be compatible with their medications and not cause any issues related to their specific condition.
Ideally, consumers should consult with their family doctor before taking supplements. With proper guidance, they can choose supplements that will improve their health and mitigate the risk of adverse interactions with their medication. Aimed at achieving this goal, Meiji Seika Pharma launched a new business initiative and selected Kawamata as the project manager.
Leveraging the Meiji Group's knowledge to create supplements for patients
Launching this new business presented several challenges. Meiji Seika Pharma, which had been focused on the manufacture and sale of pharmaceuticals and vaccines, would now be handling food supplements for the first time. From development to manufacturing and sales, supplements presented many differences from pharmaceuticals.
We had to comply with many laws and regulations, as well as advertising guidelines. Other challenges included procuring raw materials and labeling all food products in accordance with food regulations. We also had to learn how to communicate the characteristics and benefits of the meiQua brand to doctors and patients, and how to address questions about nutrition. In tackling each issue, we leveraged the expertise of the food business within the Meiji Group.
Team members of the Nutraceutical Group meet to discuss their plans for the meiQua brand.
We developed a sales process in which family doctors would play a critical role. Because they were most familiar with their patients' conditions, symptoms, and medications, we looked to them to introduce their patients to supplements and provide the necessary guidance. The patient can then purchase the supplements online from an e-commerce site.
By consulting with family doctors, patients can rest assured they are getting the right supplement for their nutritional needs
Trying to select supplements on my own is hard:
With guidance from my family doctor:
meiQua is a product line focused on disease characteristics and ingredients supported by scientific evidence. The first product in the series, "meiQua EPA1000," was developed with the guidance of Dr. Hiroshi Kunugi, Professor and Chair, Department of Psychiatry, Teikyo University School of Medicine. A multi-nutrient supplement, meiQua EPA1000 contains evidence-based nutrients and ingredients that are often lacking in today's daily diets. Meiji Group has introduced meiQua EPA1000 to medical institutions, such as psychiatry and internal medicine, in the Tokyo metropolitan area since April 2022, with plans to gradually expand its sales area.
meiQua EPA 1000, the first product in the series
Get the nutrients you need to stay healthy
Dr. Hiroshi Kunugi
Professor and Chair, Department of Psychiatry
Teikyo University School of Medicine
We live in an age of abundance. Overeating and obesity, particularly in developed countries, have become major social issues. Yet many people today are still deficient in a variety of nutrients.
Among the Japanese, shortages of nutrients like EPA, zinc, folic acid, and vitamin D are common. This deficiency is often due to the loss of essential components during the refining and processing of food, as well as the westernization of diets, which has led to increased meat consumption and a decrease in fish, grains, and dietary fiber.
To maintain good health, a well-balanced diet without excessive calorie intake is crucial. However, some nutrients are difficult to obtain from the daily diet alone. We believe that supplements are an effective way for people to obtain these essential nutrients.
Combining food and pharmaceuticals to create new value and better health
meiQua EPA1000 was launched to build on this concept. However, Kawamata is quick to say that this new business is only the beginning.
Nutrition is at the heart of preventing and treating diseases. However, nutritional approaches alongside treatment are still in the early stages in some areas. By leveraging the Meiji Group's expertise in both food and pharmaceuticals, we see great potential to contribute to people's wellness through a range of approaches.
Aiming to unlock new possibilities for the Meiji Group, the challenge is just beginning.
The meiQua project team members express their enthusiasm for the brand's potential.
