Creating a health tracker people want with 17 experiments

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

What should a health track look like?

For a giant Belgian retailer, Cosmos Collective supported the launch of an internal startup that tackles everything about a healthier lifestyle. Their goal is to help the target audience consistently improve their health by focussing on the 4 pillars of a healthy lifestyle; Food, sports, sleep and mental health. The main focus lies on food and it is their mission to coach and support the target audience to improve the way they handle all four aspects of health.

The challenge they were experiencing was how to create those health tracks, what should the customer journey look like, in which way are they going to educate the target audience about a healthier lifestyle, think about speakers, a supporting community, a personal coach… And the most important one; Does the target audience want and need a health coaching track from this retailer? And are they willing to pay for it in the end?

A big part of the health journey should be about (personal) coaching and that’s why we worked with online coaching experiments to test the desirability and we also offered the possibility to book a call or a session with a coach to find out if people were willing to do so. We started validating the different parts of this health track, through different kinds of experiments in our experiment plan.

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Our validation process

We kicked off our validation track with an internal workshop to define the business model and to extract field expertise from our client. At the end of this workshop, after drawing up the most critical assumptions, we created an experiment plan to start testing our different hypotheses.

We created a fake brand to start testing every hypothesis through all kinds of experiments, we ended up creating 16-17 experiments, here are the ones with the biggest learnings;

  • We organised a free session with personal health coaches and offered our subscribers a full health report afterwards. We asked them if they would be interested in a personal health coaching track. This interview was perfect to collect in-depth information.
  • We created a chatbot to collect insights about the targets’ behavior when subscribing to a three-week online coaching track. We wanted to find out how many of them would complete the whole track.
  • We created a campaign about banning alcohol in February, with Instagram content and live sessions with a health expert, a landing page for subscribers, a whitepaper full of tips and tricks to find out how many people would download this paper and so on.

This fake brand allowed us to test without complicated regulations that come with a large corporate or in this case with a large retailer. It allows us to test and validate faster.

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“The way Cosmos Collective drew up an experiment plan with so many different kinds of experiments, from online content and a chatbot to physical events with personal trainers is beyond expectations. Happy to have a partner to validate our newest ideas and to help us de-risk decisions.” 

 

ELLEN VERHASSELT - Business Development Director at SmartWithFood

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

lead generation and content creation

What did we learn?

We found out by carrying out all experiments in our experiment plan that the target audience would rather subscribe to a basic health track instead of a very specific one. They would be interested in premium add-ons so they can personalize each track and adapt it to their needs. This is the biggest learning in this validation track.

Other things we learned from our experiments in the validation track;

 

  • People like to be motivated by an online coach but they also like the possibility to arrange physical coaching sessions with a health coach. A combination of both is what works best for our target audience.

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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