Venture-Backed Microbiome Brand
CASE STUDY
Launching a Consumer-Led Product on Fullscript
A clinically validated product was preparing to enter the practitioner channel on Fullscript—a space where trust, education, and peer validation are critical to adoption. The opportunity was significant, but success required more than distribution. Practitioners needed a clear clinical context, confidence in compliance, and a differentiated experience that respected their time and expertise.
The challenge was to design a launch that felt practitioner-first, education-led, and scalable—without relying on aggressive promotion or short-term tactics.
The Challenge
The Approach
The launch strategy was grounded in direct practitioner insight. Over 50 interviews with HCPs informed every aspect of positioning, education, and experience design—ensuring the product entered the channel aligned with real-world clinical needs and workflows.
Rather than focusing solely on acquisition, the strategy prioritized trust-building and long-term engagement. This included the development of compliant educational assets and a concierge-style practitioner experience designed to support ongoing questions, use cases, and clinical application.
Key initiatives included:
Practitioner-informed positioning based on 50+ HCP interviews
Development of compliant, clinically grounded education materials
Design of a concierge practitioner experience supporting ongoing engagement
Early cultivation of key opinion leaders to support peer-to-peer credibility
Integration of education, support, and feedback loops into the launch model
The result was a practitioner launch that exceeded expectations across revenue, engagement, and community-building metrics.
Within the launch phase:
Achieved 140% of revenue goal
Grew the practitioner list by 25%
Built a 100+ member KOL network
Supported 80+ weekly practitioner interactions through the concierge model
The Outcome
The launch succeeded because it treated practitioners as partners, not end users. By grounding strategy in practitioner insight, prioritizing education, and investing in a high-touch experience, the product entered the channel with credibility, momentum, and a foundation for sustained growth.