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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.

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