Food For What Ails Ye
This article was originally published in Start Up
Executive SummaryMedical foods, also known as nutraceuticals or functional foods, are going mainstream. They’re not just canned liquids for hospitalized, severely ill patients any more. Regulations governing medical foods are as yet lax, but FDA is considering whether to tighten the reins. Payers are also pondering the role of these products. Sophisticated understanding of consumer marketing is vital to success; people want to be treated as people, not patients.
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