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Baker Dillon Group and has created
numerous nutraceutical marketing communications and public relations campaigns for many
well-known companies and brands. For Health
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An Interview with
Xiaoming ‘Sandy’ Chien, PhD, of HORN
Xiaoming “Sandy” Chien, PhD, joined HORN in 2012 as
vice president of innovative products. Dr. Chien has pro-
vided clinical expertise in identifying science-based inno-
vations, considering their marketability, and has success-
fully launched many new ingredients in different health
categories. Prior to joining HORN, Dr. Chien was the
principal inventor of a series of patented chromium mol-
ecules for insulin management at InterHealth Nutraceuticals,
including Zychrome. Dr. Chien has extensive background in
intellectual property, regulatory and new product develop-
ment in the dietary supplement industry. She received her
PhD from University of California, Santa Barbara. She is a
member of the American Chemical Society and can be con-
tacted at firstname.lastname@example.org.
Health E-Insights: Why does someone buy
Dr. Chien: HORN represents best-in-class ingredients that are backed by unmatched technical experts and science. We
build lasting relationships that are deeply
rooted in trust, transparency and integrity.
We are not selling the ingredients; we are
providing solutions to build success.
Health E-Insights: How important is it to
promote the HORN brand?
Dr. Chien: HORN has been in the industry for more than 50 years. We want
HORN to represent a brand that is not
only associated with high-quality premium ingredients, but also the integrity that
our employees bring to the business.
Health E-Insights: Do you feel the supplement business has changed in the past three
years? If so, how?
Dr. Chien: Yes. Innovation continues to
be a challenge for the industry, especially with the recent events from attorneys
general regarding DNA barcoding and
negative reports on the industry. However,
HORN is continuously striving to provide
innovative ingredients that are driven by
clinical studies. The drive to deliver great
health benefits from natural ingredients
will eventually overcome the negative
press. It is a process.
Health E-Insights: Any significant trends
you see taking place in the industry?
Dr. Chien: Regulations and innovation.
For regulations, the industry is working
with the FDA as well as within trade associations, trying to establish a product
registration for the finished dose products that the public can get access to—
and hoping we will become more visible
regarding product information for the
public. For innovations, it’s new ingredients that are backed by real science and
new delivery forms that make dietary
supplements more convenient for consumers to use.
Health E-Insights: Can you describe a typical business day in your innovative products
Dr. Chien: I continue to look for science-based ingredients from the international
market. The world is flat. The thousands
of years of old remedies in Asia and Africa can be new ingredients for many
Health E-Insights: What things do you do
outside of work to help you be better at your
Dr. Chien: I include both physical and
mental activities. Yoga is great for both. I
like to look at life in a more deep and philosophical way that helps to put all things
into perspective. You only live life once.
And you need to make some impact, big
or small, to the world before leaving. At
the end of the day, my job is to make sure
that our ingredients reflect my philosophy
of life and it is not driven by money.
Health E-Insights: What makes you laugh?
Dr. Chien: Friends cracking jokes, tough
projects that got pushed through and babies and dogs making silly faces.
Health E-Insights: What do you consider
your greatest achievement?
Dr. Chien: Workwise, I invented a new
molecule that could help diabetics. Life-wise, I produced a happy and healthy
daughter. This year I finished reading
the entire Bible in four months, cover-to-cover. NW