Incubation of Innovation
Healthily is seeking growth by entering new categories and business models. While analysing the health & beauty care market, we identified the potential for a premium brand in a new sales channel, which is not well penetrated by the competition, i.e. aesthetic medicine and top beauty salons. We recommended a comprehensive potential verification project as well as development and validation of a marketing and business strategy.
We conducted a large diagnostic and conceptual project, which resulted in a comprehensive brand strategy, including: market segmentation, target group definition, product portfolio, pricing policy, comprehensive business case with P&L, consumer journey, B2B and B2C communication – including loyalty programs and CRM and assumptions of the PR campaign and SoMe strategy.
We were also entrusted with the incubation of the project – from R&D and sourcing issues, through building a brand team to leading and supervising the brand launch. We developed and implemented a comprehensive marketing and business strategy (from sales strategy to branding strategy and execution). In addition, we were responsible for managing the brand’s budget and its team (a team of 7) in the form of innovation outsourcing.
In mid-2021, after the brand’s debut on the market, the team was included in the client’s structure. Since then, Medilage has started cooperation with several dozen aesthetic medicine clinics all over Poland. It also gained recognition of scientific authorities. It cooperates with, among others, Professor Halina Car, MD, PhD.