Starting Point

A mid-sized MedTech company is preparing to enter the market with an innovative digital product: a saliva test to detect vitamin deficiencies, combined with personalized recommendations and professional medical advice via an app.

The market is highly competitive, the audience driven by uncertainty – somewhere between “Do I really need this?” and “I just want to feel better.” The challenge: to develop a consistent, cross-channel brand presence that builds trust, speaks to target groups with precision, and clearly differentiates from competitors.

Starting Point

A mid-sized MedTech company is preparing to enter the market with an innovative digital product: a saliva test to detect vitamin deficiencies, combined with personalized recommendations and professional medical advice via an app.

The market is highly competitive, the audience driven by uncertainty – somewhere between “Do I really need this?” and “I just want to feel better.” The challenge: to develop a consistent, cross-channel brand presence that builds trust, speaks to target groups with precision, and clearly differentiates from competitors.

Consumer Benefit

The product provides transparency about personal vitamin levels – with the goal of detecting deficiencies early and taking targeted action. Users gain a sense of control over their health while experiencing freedom and independence through easy access to professional advice. The app delivers not only test results but also actionable recommendations – available anytime, GDPR-compliant, and fully data-secure.

Consumer Benefit

The product provides transparency about personal vitamin levels – with the goal of detecting deficiencies early and taking targeted action. Users gain a sense of control over their health while experiencing freedom and independence through easy access to professional advice. The app delivers not only test results but also actionable recommendations – available anytime, GDPR-compliant, and fully data-secure.

Product Description

Name: Vitamin Balancer
(V-Balancer)

The name directly addresses the core issue (vitamin imbalance) while offering the solution (balance). The English word “Balancer” adds modernity and opens potential for international expansion.

Product Description

Name: Vitamin Balancer
(V-Balancer)

The name directly addresses the core issue (vitamin imbalance) while offering the solution (balance). The English word “Balancer” adds modernity and opens potential for international expansion.

How it works:

• Test Kit: Saliva sample taken at home.
• App Integration: Results analyzed via the V-Balancer app.
• AI Support: Personalized tips through the integrated chatbot “Balancer.”
• Product Linking: Recommended supplements available via affiliate links.
• Extra Service: Video consultations with medical professionals directly through the app.

How it works:

• Test Kit: Saliva sample taken at home.
• App Integration: Results analyzed via the V-Balancer app.
• AI Support: Personalized tips through the integrated chatbot “Balancer.”
• Product Linking: Recommended supplements available via affiliate links.
• Extra Service: Video consultations with medical professionals directly through the app.

Product Variants:

• V-Balancer Health
• V-Balancer Nutrition
• V-Balancer Sports
• V-Balancer Beauty
• V-Balancer Universal (all categories unlocked)

This variant strategy enables precise targeting, partnerships with relevant multipliers, and cross-selling potential.

Product Variants:

• V-Balancer Health
• V-Balancer Nutrition
• V-Balancer Sports
• V-Balancer Beauty
• V-Balancer Universal (all categories unlocked)

This variant strategy enables precise targeting, partnerships with relevant multipliers, and cross-selling potential.

1. Download via QR code on packaging.

2. Register in the app.

3. Scan the second QR code with the integrated scanner to unlock the purchased variant.

1. Download via QR code on packaging.

2. Register in the app.

3. Scan the second QR code with the integrated scanner to unlock the purchased variant.

4. Upload a photo of the test result.

5. Automated analysis with infographic visualization, highlighting critical vs. positive values.

6. Personalized recommendations displayed directly below the infographic, with transition into the Balancer chatbot.

4. Upload a photo of the test result.

5. Automated analysis with infographic visualization, highlighting critical vs. positive values.

6. Personalized recommendations displayed directly below the infographic, with transition into the Balancer chatbot.

Primary Audience:
Health-conscious individuals who lack time or routines to actively care for themselves. They are not sick, but not in balance – often missing motivation, inspiration, or a simple starting point.

Primary Audience:
Health-conscious individuals who lack time or routines to actively care for themselves. They are not sick, but not in balance – often missing motivation, inspiration, or a simple starting point.

Secondary Audience:
Active and performance-driven individuals looking to boost their fitness, sports, or beauty routines.

Additional Audiences:
Older consumers with health restrictions who require regular medical support.

Secondary Audience:
Active and performance-driven individuals looking to boost their fitness, sports, or beauty routines.

Additional Audiences:
Older consumers with health restrictions who require regular medical support.

Strategic Focus:
For market entry, emphasis should clearly be on the passive core audience – using low-barrier, motivating communication and strong visibility at physical touchpoints (POS, pharmacies, doctors’ and osteopaths’ practices). The active audience is addressed digitally through social media and content marketing.

Strategic Focus:
For market entry, emphasis should clearly be on the passive core audience – using low-barrier, motivating communication and strong visibility at physical touchpoints (POS, pharmacies, doctors’ and osteopaths’ practices). The active audience is addressed digitally through social media and content marketing.

Personas & Customer Journey

Two personas illustrate typical V-Balancer customers and their journey:

Persona 1:
Busy office worker, engaged spontaneously at POS or through recommendation.

Persona 2:
Fitness- and performance-driven user, discovering the product via social media.

Touchpoints range from first contact to purchase impulse and recurring use – including app engagement and community interaction.

Personas & Customer Journey

Two personas illustrate typical V-Balancer customers and their journey:

Persona 1:
Busy office worker, engaged spontaneously at POS or through recommendation.

Persona 2:
Fitness- and performance-driven user, discovering the product via social media.

Touchpoints range from first contact to purchase impulse and recurring use – including app engagement and community interaction.

Sales & Multipliers

Acquisition:
New customer engagement through educational messaging (digital & POS) and clear communication of benefits.

Replenishment:
Repeat purchases via retail partners (dm, Budni, Rossmann) – ensuring accessibility and daily brand presence.

Sales Channels as Brand Ambassadors:
Distribution points shape perception and directly influence purchase decisions.

Recommended Channels:
• Pharmacies (offline & online)
• Drugstores
• Gyms & fitness shops
• Influencer partnerships (health, fitness, beauty, wellness, nutrition)
• Amazon
• Vocational schools for health, sports & beauty
• Osteopath practices

Sales & Multipliers

Acquisition:
New customer engagement through educational messaging (digital & POS) and clear communication of benefits.

Replenishment:
Repeat purchases via retail partners (dm, Budni, Rossmann) – ensuring accessibility and daily brand presence.

Sales Channels as Brand Ambassadors:
Distribution points shape perception and directly influence purchase decisions.

Recommended Channels:
• Pharmacies (offline & online)
• Drugstores
• Gyms & fitness shops
• Influencer partnerships (health, fitness, beauty, wellness, nutrition)
• Amazon
• Vocational schools for health, sports & beauty
• Osteopath practices

The goal is to build trust through a consistent, authentic brand presence across all channels. A strong corporate design ensures recognition: modern, distinctive, and supported by a bold, differentiated color system. Each product variant is defined by its own accent color, conveying energy, optimism, and diversity. Typography balances professionalism and accessibility with large, striking headlines and clean, legible body text.

The goal is to build trust through a consistent, authentic brand presence across all channels. A strong corporate design ensures recognition: modern, distinctive, and supported by a bold, differentiated color system. Each product variant is defined by its own accent color, conveying energy, optimism, and diversity. Typography balances professionalism and accessibility with large, striking headlines and clean, legible body text.

The visual language is deliberately relatable and emotional. Instead of sterile product shots, real people from the target groups are placed in authentic, everyday situations. The V-Balancer is shown not as an isolated product but as part of a lifestyle: the focused office worker seeking clarity after a long day, the athlete with her protein shake, or the young woman hydrating in her kitchen.

Each scene is tied to a product variant with prominent packaging integration. Messaging connects product use with clear benefits – from the main claim “Test easily. Live better.” to targeted subclaims like “Prevent smarter” or “Train more effectively.”

Supporting formats include documentary-style clips and short reports: interviews with real users or doctors, voice-overs sharing experiences, and behind-the-scenes insights. The principle: authenticity beats artificiality.

Core Idea:
Real people in real contexts – with visible product and direct message. This grounds the brand in consumers’ everyday lives, builds identification, and creates lasting emotional bonds.

The visual language is deliberately relatable and emotional. Instead of sterile product shots, real people from the target groups are placed in authentic, everyday situations. The V-Balancer is shown not as an isolated product but as part of a lifestyle: the focused office worker seeking clarity after a long day, the athlete with her protein shake, or the young woman hydrating in her kitchen.

Each scene is tied to a product variant with prominent packaging integration. Messaging connects product use with clear benefits – from the main claim “Test easily. Live better.” to targeted subclaims like “Prevent smarter” or “Train more effectively.”

Supporting formats include documentary-style clips and short reports: interviews with real users or doctors, voice-overs sharing experiences, and behind-the-scenes insights. The principle: authenticity beats artificiality.

Core Idea:
Real people in real contexts – with visible product and direct message. This grounds the brand in consumers’ everyday lives, builds identification, and creates lasting emotional bonds.

Landing Page Strategy

Each variant has its own landing page with tailored messaging, visuals, and arguments. Purpose: measurable insights into performance by variant, channel, and message – feeding directly into campaign and product optimization.

Landing Page Strategy

Each variant has its own landing page with tailored messaging, visuals, and arguments. Purpose: measurable insights into performance by variant, channel, and message – feeding directly into campaign and product optimization.

Claim Strategy

Main Claim:
“Test easily. Live better.” – simple, activating, and focused on direct benefit.

Extended by subclaims for each variant:
• Health: “Test easily. Prevent smarter.”
• Nutrition: “Test easily. Eat healthier.”
• Sports: “Test easily. Train more effectively.”
• Beauty: “Test easily. Stay beautiful.”

Claim Strategy

Main Claim:
“Test easily. Live better.” – simple, activating, and focused on direct benefit.

Extended by subclaims for each variant:
• Health: “Test easily. Prevent smarter.”
• Nutrition: “Test easily. Eat healthier.”
• Sports: “Test easily. Train more effectively.”
• Beauty: “Test easily. Stay beautiful.”

AI in the Process

In-App: AI chatbot “Balancer” as personalized, data-driven advisor.

In Communication: AI tools for quick visualization of concepts, adaptation of key visuals, and testing alternative layouts and headlines.

Long-term Option: Development of a digital brand ambassador – cautiously considered to maintain authenticity in the launch phase.

AI in the Process

In-App: AI chatbot “Balancer” as personalized, data-driven advisor.

In Communication: AI tools for quick visualization of concepts, adaptation of key visuals, and testing alternative layouts and headlines.

Long-term Option: Development of a digital brand ambassador – cautiously considered to maintain authenticity in the launch phase.

The concept combines a clear product and variant portfolio with audience-focused, emotional brand communication. The modular strategy allows precise targeting, trust-building, and long-term customer retention. By seamlessly linking app, test kit, and professional advice, the product evolves into a holistic health experience.

The concept combines a clear product and variant portfolio with audience-focused, emotional brand communication. The modular strategy allows precise targeting, trust-building, and long-term customer retention. By seamlessly linking app, test kit, and professional advice, the product evolves into a holistic health experience.

Responsible for

Responsible for

#Strategy #Concept #Design

#Strategy #Concept #Design

Used tools

Used Tools