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DIGITAL HEALTH SOLUTIONS - METABOLAID EXAMPLE CASE

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Digitalization has opened a new path to personalized nutrition. Digital solutions like the Metabolaid app will allow to integrate the product consumption and effects, with consumer characteristics and habits, giving personal advice and support to maximize their results. Technology and supplementation working together to give consumers the solutions they need.
Check this presentation to know more about how we help our B2B partners to develop digital health solutions ready to market.

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DIGITAL HEALTH SOLUTIONS - METABOLAID EXAMPLE CASE

  1. 1. · HEALTH PARADIGM SHIFT · Marcos López Brand Manager marcoslopez@monteloeder.com Skype: marcoslopez@monteloeder.com T. +34 965 68 52 75 · Ext.133 PERSONALIZATION AND MEASUREMENT OF HEALTH
  2. 2. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · Marcos López Brand Manager · NEW HEALTH PARADIGM · DIGITAL TRANSFORMATION OF CUSTOMER CONSUMPTION EXPERIENCE
  3. 3. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · Marcos López Brand Manager GLOBAL CONTEXT We live in the digital era. Consumers are becoming digitalized. They are demanding simple and personalized solutions. A profound customer experience has evolved from convenient to necessary in all the industries. Growing customer expectations and superior service drives efforts to advance and refine digital solutions. Digital customers look for self management services, superior customer experience and proven efficacy. Digitization is transforming sectors and industries, creating new business models, approaches and players. Technology has enabled this new paradigm and the shift towards customer centricity. CONSUMERS Health is moving towards precision health solutions. Data and analytics are enabling individualized treatments and outcomes. Consumers are more conscious about the importance of Preventive Health that is closely related to nutrition and habits. Consumers are more knowledgeable and participant in health self management. COMPANIES Companies are bringing together different business capabilities to create new consumer-focused products and services. Building a direct digital relationship with customers to influence consumption outcomes rather than working with intermediaries. Finding new sources of value and developing new business models around them. NEW VALUE PROPOSITION Consumer-centric value proposition implies prioritizing the development of scientifically-proven products and create a satisfying consumption experience. Health ingredients functional targets must be very specific, the consumer must be capable of measuring and perceiving its effect so they can see the real value.
  4. 4. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · ABOUT US Monteloeder is a Biotech company with more than 20 years of experience developing and commercializing scientifically proven functional ingredients. We are mainly focused in 3 áreas: skincare, metabolic síndrome and sports performance. In 2014, we realized the change that was undergoing in all the industries around us and it is a matter of time that digital revolution will disrupt our sector as well. Monteloeder created a new business line focused on digitalizing our health ingredients and health related products. We created a new ecosystem in order to expand our capabilities and nowadays are able to deliver, not just scientifically proven health ingredients but complete digital health solutions to our B2B partners. Our solutions are based on 3 pilars: a proven efficient product, applying personalization and measurment by using digital and mobile technologies and manage the consumer experience. Marcos López Brand Manager
  5. 5. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · AGILE & DESIGN THINKING PRINCIPLES DEVELOP, LEARN, ADAPT DISCOVER NEEDS/ INSIGHTS DEFINE OPPORTUNITY CREATE SOLUTIONS Marcos López Brand Manager PROTOTYPE THE EXPERIENCE TEST AND LEARN To develop our innovative methodology we have applied the Agile and Design Thinking principles. The more remarkable characteristics of these development methodologies are the adaptability due to the constant iterative processes and the prompt incorporation of the final user in the process. Develop fast, test, learn even faster and constantly adapt to improve your solutions. Focus on the solutions, not on the problems. ITERATE
  6. 6. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · THE APPROACH OUR METHODOLOGY Marcos López Brand Manager
  7. 7. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · THE ENTRY POINT IN ML METHODOLOGY TO DIGITALIZE HEALTH INGREDIENTS IS DIFFERENT IN EACH SCENARIO. THREE SCENARIOS COULD TAKE PLACE SELLING BRANDED INGREDIENTS PARTIALLY DIGITALIZED. The ingredient already has a service associated based on technology. An app is available that manages part of the customer journey associated with the ingredient. DIGITALIZING A CUSTOMER’S HEALTH INGREDIENT. The client provides its own functional ingredient/ formulation and all the relevant related information. Monteloeder designs the digital solution (clinical trials, APP and piloting). CREATING A NEW DIGITALIZED HEALTH INGREDIENT WITH A FUNCTIONAL TARGET as starting point from our client 1 2 3 3 2 1 Marcos López Brand Manager
  8. 8. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · This new approach represents a mindshift from product centric to a consumer centric strategy, where customer experience is the center of all our developments. Customer experience is defined by the interaction in between product, consumer and personal context. Consumers of health and wellbeing products are not buying just a product, they buy the promise that this product will help them achieve a determined goal but the personal characteristics and context will have a strong influence in doing so. Thus, it makes sense that companies take into account these 2 factors when delivering new solutions to their consumers. CUSTOMER EXPERIENCE PRODUCT CONSUMER CONTEXT THE APPROACH OUR METHODOLOGY Marcos López Brand Manager
  9. 9. EXAMPLE CASE: THE NEXT DIGITAL SOLUTION AGAINST METABOLIC SYNDROME
  10. 10. WHAT IS METABOLAID? Metabolaid is a functional ingredient comprised of two plant extracts rich in phenolic compounds: Hibiscus sabdariffa and Lippia citriodora. The data collected during the clinical trials and scientific research have shown that the combination of these two plants help consumers lose weight and protect against obesity-related metabolic disorders, thereby contributing to the prevention of cardiovascular diseases. MONTELOEDER’S BRANDED INGREDIENT AGAINST METABOLIC SYNDROME
  11. 11. METABOLAID APP : Digitalization has opened a new path to personalized nutrition. Digital solutions like the Metabolaid app will allow to integrate the product consumption and effects, with consumer characteristics and habits, giving personal advice and support to maximize their results. Technology and supplementation working together to give consumers the solutions they need. The mobile application can track product consumption and its effects on users while evaluating the consumer´s habits, and providing them with guidelines towards a healthy lifestyle. The digital nutraceutical concept aims to accompany and support consumers in their journey and help them achieve their goals, demonstrating the product´s effectiveness and adding value along the way. HELP CONSUMERS LOSE WEIGHT WHILE TAKING METABOLAID AND ADOPTING HEALTHY HABITS
  12. 12. OBJECTIVES OF THE APP The app will contain a number of measurable parameters that are relevant to the product Metabolaid (weight control, appetite, etc). Also, we included a number of messages related to the effects of Metabolaid, as observed in the clinical studies. Design-wise, it is simple, user-friendly, and non-intrusive. The latter means that the app will work on the background, and will only send notifications when necessary (such as a reminder to take the product). In this sense, the messages that the user receives are: • Daily reminders to take Metabolaid • Random messages regarding the advantages of taking Metabolaid. • Messages based on information obtained from clinical studies • Daily messages to encourage healthy habits (increase physical activity, adequate sleep, water intake, etc) • Personalized messages with respect to the results.
  13. 13. METABOLAID APP VERSION 1.0 An initial version of the app will be made available, presenting the most basic, yet vital parts that must be included. These correspond to weight control, appetite measurement and mood. The app will be developed to be available for Android and iOS. The other parameters can be developed and incorporated on an as-needed basis, depending on the partners. From the Main Menu, the user can enter any one of the parameters to visualize their results, as well as their progression through time. Furthermore, random messages will be sent to the User regarding healthy habits to help lose weight (e.g.“Sleeping 6-8 hours per night helps you lose weight, as sleep deprivation increases your appetite”).
  14. 14. BODY WEIGHT TRACKING Weight will be measured Directly (the weight scale connects to the phone and sends data automatically) or Indirectly (the weight is manually inputted by the user). In the case of the direct measurement, this will be taken from the health repository (iHealth in the case of Apple, Google Fit in the case of Android). The Direct measurement allows tracking without the user´s intervention. The results will be tracked in a graph, shown as Body Weight (kg) and BMI (kg/m2). Messages will be sent to the consumer regarding the contribution of Metabolaid to their weight loss. Furthermore, personalized messages will be sent to the consumer with respect to the results obtained. In this sense, if the user is increasing weight or not reaching their goal, an adequate message will be sent indicating how to improve their results.
  15. 15. SATIETY TRACKING Satiety will be measured using two different approaches: Snack Frequency and Meal Test. In the case of Snack Frequency, the user will be asked during a time frame between meals (mid-morning or mid- afternoon) if they feel like eating something. This will be answered as Yes or No, and the percentage of each response will be calculated by the app. In this manner, the user can easily know if they have felt less urges to snack between meals, which is a satiety indicator. In the case of the Meal Test, a similar approach to that used in clinical studies for satiety will be used. Specifically, the user will be asked at different time points before and after a meal, a single question, and the user will indicate their perception on a scale of 0- 100. The weekly results will be shown in the form of a graph. Depending on the results, a message will be activated to give insight to the consumer as to how to improve their score.
  16. 16. MOOD TRACKING Mood is very important for consumer compliance, especially with respect to changing lifestyle habits. This is especially relevant when undergoing a weight loss regime for a prolonged period of time. Many studies have shown that individuals are generally capable of maintaining a certain diet for 6-12 months, and then begin to gain weight again. In this sense, motivation is very important to maintain the lifestyle habits. Regarding the app, Mood will be measured in the form of daily questions, soon after waking in the morning (e.g. “How do you feel today?”). The questions will be answered with a VAS scale and results placed in a graph. Automated messages will be activated when Mood drops a certain level, in order to try to increase their adherence and provide guidelines to improve their results.
  17. 17. A NEW PRODUCT CONCEPT INNOVATION BY SERVICE ADDITION This approach creates a new product concept. Products are no longer static entities. The addition of new services opens an opportunity to innovate more dynamically than with the traditional product development approaches. The example with Metabolaid proves this concept. With the currently available technology we are able to offer satiety, mood and weight tracking. However, the product has other effects, such as improving cardiovascular conditions (heart rate, blood pressure), cholesterol and glucose. As technology advances, these measurements will be readily available to the consumers as wearable devices, and can be readily incorporated into the app, bringing an interesting innovation source and giving the product a second life.
  18. 18. THE COMPLETE SOLUTION THINK BIG, START SMALL The concept shown in this presentation is just the start of something bigger. It is not logical to create a digital solution for every single product. Current technologies is at a point that we can only track more narrow functional targets, however as technology advances, it will be possible to broaden our scope. What effects does the product have that can be tracked and communicated to consumers? These will determine the starting point. At the same time, it is also posible to create a more global portal, incorporating all the products and company´s brands and offering a global wellbeing solution to the consumers. Tracking different health conditions and promoting products according to specific personal needs to help consumers achieve their goals. WELLCOME TO YOUR WELLBEING PORTAL!
  19. 19. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · HIGH MEDIUM LOW Easy to determine by using simple questionnaires or direct/indirect measures. Requires the use of a measuring device There is currently no technology in the user market that allows to incorporate the data automatically. Marcos López Brand Manager DIGITALIZABLE PRODUCT FEATURES TECHNOLOGY AS ENABLER Considering technology state of the art, we have classified the products features in 3 categories:
  20. 20. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · Marcos López Brand Manager If we compare the innovation created by the launch of a new product following the traditional, long and complex development processes that we are used to (from the earliest R&D stages to the final regulatory compliance) with the innovation generated by the addition of a new service related to an existing product we see that technology has already created a disruption. Technology evolves exponentially and brands who want to succeed with this revolutionary approach need to be aware on the latest technological advances and find the way to profit them to generate innovation and new services around their products. DIGITALIZABLE PRODUCT FEATURES TECHNOLOGY AS ENABLER 2 years 4 years 6 years
  21. 21. · DIGITIZATION OF FUNCTIONAL FOODS/ BEVERAGES WITH AN IMPACT ON CONSUMER’S HEALTH AND WELLBEING · BENEFITS FOR CONSUMERS Marcos López Brand Manager BENEFITS FOR BRANDS PRODUCT’S EFFECTIVITY Digital consumers will be able to decide with greater ease which products are more efficient for them based on objective data. HEALTH SELF-MANAGEMENT Consumer-centric strategies Will allow the consumer to self-manage their health easier and more efficiently, receiving the necessary support from the brands. Well informed consumers and the implementation of healthy ha bits will facilitate preventive health approaches. ADDED VALUE The correct identification of the pain points, together with the favorable design of the consumer´s experience, will allow us to provide additional value to the consumer and therefore increase treatment adherence and brand loyalty. DIRECT INTERACTION Companies will be in constant interaction with consumers. BIG DATA The massive data gathering that arises with product digitization will open a new world of opportunities for brands. NEW OPPORTUNITIES From personalized offers and identification of cross-selling opportunities based on habit analysis and necessity detection, to the emergence of new business models and advantages in new product developments based on valuable consumer data. REAL WORLD EVIDENCE The small clinical studies currently performed can be ea sily scaled up, reaching real world evidence.
  22. 22. THANK YOU FOR YOUR ATTENTION

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