THE CHALLENGE  |  The IP business needed a turnaround.  The PE-backed medically supervised weight loss startup had experienced significant growth since its inception in Quebec, but by 2018 the business was floundering and there was little focus on the US which was responsible for 80% of EBITDA. Additionally, the brand itself had no awareness or identity.  There had never been a strategic brand platform.  

THE SOLUTION  |  A total brand overhaul and rebrand.  Conducted extensive stakeholder and customer research to understand the DNA of the brand, pain points, and opportunities.  This included everyone from dieters to clinic owners, to coaches, to the medical advisory board.

Established a clearly articulated brand strategy and identity that would help to modernize the brand, improve medical credibility, and be gender neutral as nearly 25% of patients were men.

Identified need for the brand promise to “match” the offering, a medically supervised, ketogenic protocol based on the premise that Food is Medicine and the power of 1:1 coaching in a healthcare environment.

Developed new Mission, Vision, Values and Brand Positioning aligned with inherent value proposition and healthcare opportunity expressed in a new way that tapped into a key insight of how the IP proprietary ketogenic protocol resets the body to burn fat. 

THE RESULTS  |  We successfully restored our brand’s reputation and trust while uniting the organization behind our brand purpose. The team was laser focused on enhancing customer experience capabilities and professionalizing our operations. Leveraged stakeholder feedback to reposition and rebrand the company, built a new website for HCP’s and Consumers and a new app experience that reflected our latest protocol innovations as well as customer feedback. 

We achieved remarkable results, as evidenced by our Net Promoter Score (NPS) of 87 and massive improvements in customer satisfaction. This transformation was driven by a deep understanding of customer insights gleaned from rigorous research, enabling us to tailor our services to better meet the diverse needs of clinics and patients alike. By prioritizing customer-centric strategies, we not only improved engagement but also fostered lasting relationships built on trust and satisfaction.