10. The Dr. Oz effect
If only the supplements industry had a nationally renowned spokesperson to gin up support for nutritional pills. Guns have Clint Eastwood. Yogurt has Jamie Lee Curtis. How come we don’t get one? Enter "America’s Doctor," Dr. Mehmet Oz,
anointed by Oprah herself and with that uber-brand-equity name, Dr. Oz. The daytime TV host would thrill and amaze his viewers (mostly stay-at-home women) with tales from the front lines of nutrition science, mostly around weight-management solutions from the natural apothecary.
Ever heard of raspberry ketones? Neither had anyone else, until Dr. Oz talked them up one afternoon. Sales of raspberry ketones went from zero to $25 million, virtually overnight. Dr. Oz did the same trick with perhaps dozens of ingredients from coconut sugar to astaxanthin. Then, Dr. Oz finally got hauled in front of Congress last summer for telling tales out of school on the weight-loss front. Whether this means the hottest market maker supplements have ever known will pull a Tiger Woods and never make another hot stock out of nothing at all remains to be seen. Even if so, it was a heckuva ride, good doctor, a heckuva ride. Carry on.