Monteloeder, manufacturer of Metabolaid, launched the Actilac project in which they developed a personalized nutrition mobile app to support consumers in their weight-loss journey.

Marcos Lopez, business development director, Monteloeder USA, explained the strategy behind this and how the app helps consumers assess their improvements and boost outcomes.

“In the Actilac project,” he said, “we tested with real end-consumers a personalized solution based on a yogurt-based drink that included the ingredient Metabolaid as well as a mobile app. We performed a promotional campaign to recruit volunteers, challenging them to test the combined solution for 90 days. A total of 400 volunteers decided to participate in the challenge. Repurchasing was facilitated through the app, sending the product directly to their homes. Also, we used behavior change techniques, introducing small but significant changes, in a consecutive order, so that the users could adopt them without disrupting their overall daily life. Also, daily reminders to take the product was included to help consumers adhere to the product intake, as adherence is important to maximize its benefits. Finally, daily tips were provided through the app, which would inform the users of how the recommended behavioral changes will improve their health, and how to seamlessly implement them.

“As a result of the pilot test, over 87 percent of the consumers remained active at the end of the 90 days, which was a much higher percentage than expected. In general terms, retention rates of health and fitness related apps after three months are only 5-10 percent, and similar numbers are detected with dietary supplement repurchases. Therefore, to see such a high level of dedication from the users indicated that the strategy seemed to be working.

“As for the introduction of new behavioral habits, we were able to detect a noticeable increase. For example, users reported increasing over twice-fold the amount of fruits, vegetables and water that they consumed daily, and increased over 50 percent the amount of physical activity performed weekly. Overall, over 85 percent of the users reported significant weight loss thanks to the combined solution, with an average of almost 6kg lost in 90 days.

“As for the consumer assessment, the majority perceived that without the app they would not have been able to complete the 90-day test, and would continue taking the product and using the app afterwards. Overall, the general perception was that they enjoyed the experience, regarded the app as an effective tool to help them reach their health goal, and would like to see this approach in the market.

“The Metabolaid app has been designed considering the behavioral habits that are most relevant for a consumer of this type of product, mainly through adequate diet and regular physical exercise. Also, the user of the app is able to measure and track the effects of the ingredient, and therefore increase their awareness as how it can help improve their overall health. Furthermore, the app is developed based on the observed effects in the clinical trials, thus using the clinical trials as a way to define the consumer journey with the product. In this manner, the app is capable of managing the consumer´s expectations with the product consumption, as well as provide them with insights as to the benefits to their health.

“In order to use the data collected from the clinical studies to define the consumer journey, it is necessary to include the digital tools that allow tracking of the participants at their homes; in a real-world context,” Lopez said. “Therefore, we provide them with wearable devices, such as activity trackers, and use mobile apps that help collect data that we consider to be relevant for the user´s health, based on the expected results with the ingredient. Then, taking together the clinical and real-world data, it is possible to discern what parts of the user´s daily habits are more relevant for the expected outcome, and how, and to what extent, the product helps in reaching the outcome. We can then include this information into the Metabolaid app and therefore design an intervention strategy based on the results of the clinical study. This allows us to provide a more personalized solution for the end consumers, as we can compare their results with those observed in the clinical study, provide them with insights on how to improve, as well as manage their expectations with the product.

“Manufacturers can motivate end users by offering additional services through their device, such as diet recommendations, exercise programs, online consultation, or other services that the consumers can appreciate. Also, they can design new communication channels with their consumers, and offer direct-to-consumer shopping, increasing their revenue.

“As for retailers,” he added, “they can offer the same services as manufacturers, with the addition of increasing their online sales, or sending discounts, frequent buyer programs, or even creating an exclusive club membership with additional benefits.”

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