How Gruns 20x'd ROI with FrontrowMD
“Scaling clinician support through FrontrowMD has been effortless and our shoppers resonate strongly with this kind of expert validation – the impact to growth has been tremendous. Shoppers face so much confusion in an exploding Wellness category and FrontrowMD has been one of the best ways to cut through that noise.”
— Connor Dault, Chief Marketing Officer.
Background
Gruns is one of the fastest growing consumer brands in history, certainly in the Wellness category, where they found the perfect Gummy form factor to accompany an expansive formulation of nutrient-dense ingredients. However, there’s tons of noise in the “Greens” space with many similar brands trying to replicate Gruns’s success, or market similar products with different form factors.
The problem
Shoppers naturally question – is the gummy form factor as effective? Do I really need to pay for a product that has all 60+ ingredients? Is this really better than the other products I’m seeing on TikTok? That’s when Gruns decided to partner with FrontrowMD – to leverage medical experts and combat shopper skepticism.
Getting started with FrontrowMD
Gruns’s first question was – how quickly can we get more than a thousand clinicians to support our product? Luckily, by the time Gruns met with our team, we already had thousands of clinicians in our network, many of whom we regularly revisit in person to chat with them about new products, samples, and how to share the best of what’s on the market with their patients.
Our Medical Advisory board studied their product and our internal Medical Researchers began drafting research summaries to help educate our clinicians, who know that products have to go through screening, scoring, approval/rejection, research summarization, etc., all before clinicians even see it as an option to share with patients. Within months, hundreds of clinicians were sharing Gruns on FrontrowMD, without compensation.
Implementing ‘badges’ on Gruns’s PDP
Implementation happened in a matter of days – Gruns’s team met with FrontrowMD’s Solution Engineers who explained our ‘Code Snippets’ that can be copy and pasted into Gruns’s back-end without any complicated API integration. Solution Engineers walked through this during a live screenshare, and Gruns’s team was able to implement, QA, test for impact to site speed, etc., and go live in just a couple days.
Results
Gruns ran a statistically significant AB test over the coming month with tens of thousands of shoppers, where 50% of web traffic was directed to a version of the landing page with FrontrowMD offerings, and the rest of the traffic was randomly directed to a similar page that did not have any FrontrowMD offerings. The results were staggering – a clear 15% lift in CVR, driving a 20x ROI on the cost of the FrontrowMD platform. That was a massive win for Gruns, especially considering the cost (and time/energy) they would have incurred if they built their own pharma-like sales force to build relationships with 1,000+ clinicians from scratch, and have no easy way to digitally track and independently verify this kind of data.
Bottom Line
As Chad, the CEO, said it best on Linkedin, when listing the partners that played an important role in Gruns’s rocket-ship growth, he listed FrontrowMD and our “medical badging” as being critical – to be a category-defininging leader, Chad knows the importance of having the overwhelming support of the scientific community.
