Our Work | Case Study
Medical Food In-Market Proof of Concept
e-commerce proof of concept shifts investment to other IP opportunities
Client Goal: Validate revenue plan assumptions for launch of innovative Medical Food product into FDM retail stores, prior to continuing capital expenditures.
Background: While informing development of Operating Plan, the AND group identified a potential risk in generating assumed repeat purchase cycles at planned price point; specifically, a majority of suffers reported even if product worked for them they would not adopt product for daily use unless it replaced or significantly reduced use of a current treatment.
AND Work: Created a 6 month, e-commerce ‘proof of concept’ plan including direct response marketing, sales tracking, reporting, and follow-on consumer research.
Results: Proved reported behavior was real behavior, and enabled investors to avoid large losses and shift investment to other IP opportunities.