Wonder Health operates a high-end lab not as its primary business, but as a research engine. By collecting unique, cross-disciplinary data from 100 "guinea pigs," it aims to uncover patterns and insights that can be developed into scalable health products for a broad audience.

Elix founder Lulu Ge assumed her organic Chinese medicine brand would appeal to an urban, liberal demographic. Instead, she was surprised to find her highest-converting customers were from rural, non-coastal areas, highlighting the danger of demographic assumptions and the broad need for alternative health solutions.

Rather than selling single products, Novonesis designs custom blends or "cocktails" of different enzymes and microbes. This tailor-made approach solves specific customer problems so effectively that it makes the solution highly unique and difficult for competitors to replicate.

A key expansion strategy is moving 'upper funnel' from treating specific, acute conditions to offering a holistic, preventative platform. For Hims & Hers, adding diagnostics ('Labs') created a new entry point for users to understand their overall health, not just solve one problem.

A competitive moat can be built by moving beyond simple service delivery (e.g., shipping medicine) to a closed-loop system. This involves diagnostics to establish a baseline, personalized treatment plans based on results, and ongoing re-testing to demonstrate improvement, creating a sticky user journey.

The value of a personal AI coach isn't just tracking workouts, but aggregating and interpreting disparate data types—from medical imaging and lab results to wearable data and nutrition plans—that human experts often struggle to connect.

During a period of rising anti-Chinese sentiment, Elix discovered its greatest strength was its heritage. Customers were drawn to the unique educational framework of Chinese medicine for understanding their bodies, proving that leaning into a niche identity can be a powerful differentiator.

Instead of replacing experts, AI can reformat their advice. It can take a doctor's diagnosis and transform it into a digestible, day-by-day plan tailored to a user's specific goals and timeline, making complex medical guidance easier to follow.

To build credibility in the modern healthcare landscape, Elix invests in formal, IRB-approved clinical studies for its traditional formulas. This strategy provides scientific validation, allowing them to operate as a credible resource alongside Western medicine, not in opposition to it.