An Inside Look at Two Nutritional Health Organizations

Nutritional health is having its moment in the sun as consumers become increasingly health conscious. The food-as-medicine movement, at first a minor initiative sparked in the aftermath of the COVID-19 pandemic, has now become a household term, discussed across politics, business and tech. The explosion of telehealth and digital services since the pandemic has contributed to the accessibility of nutritional counseling, breaking down financial, structural and geographical care barriers. Many nutritional health organizations and startups have taken this digital-forward approach, exchanging the familiarity of in-person interaction for the convenience of at-home care. Through continuous exploration of the digital healthcare space, Corporate Insight has tracked the growth of nutrition-focused wellbeing platforms, identifying proven strategies that hospitals, health insurers and systems should observe as they develop nutrition and wellbeing programs for their patients.

From Exposure to Investment: The Digital Nutrition Boom

Increased advertising alerting consumers to the presence and capabilities of wellness companies is a key factor driving heightened participation in digital nutritional health programs. The steady increase of healthcare and pharmaceutical ad spending from 2022 to now has meant consumers have faced continuous exposure to ad campaigns, which often translates to investment. CI’s 2024 Healthcare, Gen Z and Social Media report revealed approximately one third of respondents purchased a health and wellness product, service or treatment after viewing content creator promotion, led by respondents between 22-26 years old. While some of this engagement has benefited existing platforms, startups and disruptors aligned with the preferences of these younger consumers are stealing the spotlight within the wellness industry.

Nutritional health organizations and startups have developed at a remarkable pace within the past decade. Platforms like Nourish, Berry Street and Fay—all founded within the past five years—share a similar goal of transforming preventive healthcare through personalized nutrition. However, with the increasing saturation of the wellness marketplace, their success hinges on creating enduring patient relationships, especially as these emerging disruptors establish credibility and longevity in a competitive landscape dominated by more established healthcare providers.

“When preventive care is both affordable and convenient, it fosters a positive feedback loop in which consistent engagement results in better health outcomes, ultimately validating the preventive model on which these platforms are built.”

– Blake Floyd, analyst on CI’s healthcare research team

A Look Inside the Innovators: Berry Street and Fay Nutrition

Corporate Insight recently evaluated Berry Street’s digital experience in an October 2024 Health System Monitor report (CI Health System subscription required). A group of participants shared their testimonials about the startup’s registration process, virtual care experience and follow-up communications, revealing notable strengths as well as gaps in care. Users highlighted the convenience of the platform’s insurance verification process, championing coverage transparency as standard billing processes commonly confuse patients, sometimes leaving them with surprise bills.

“Checking that this is covered ahead of time and being very explicit about that is definitely something I appreciated. I’ve had a lot of insurance issues in the past that can be really expensive.”

– Participant, age 23

Billing tools with such capabilities are crucial in reducing perceived cost barriers to care, as patients frequently avoid appointments due to financial concerns. Removing these deterrents benefits both health systems and patients—systems can reach more people, while patients gain access to affordable quality care. Despite valuing the financial aspects, participants expressed reservations about the actual care experience, feeling pressured by dieticians to schedule follow-up appointments and wanting greater flexibility in determining appointment length and format. 

To further understand best practices of nutritional health organizations, Corporate Insight also conducted a deep dive into Fay Nutrition in May. While consumers overwhelmingly reported positive experiences with Fay’s services, they expressed notable concerns about the company’s billing practices, which many found opaque and confusing. Given that the affordability and insurance coverage are major components driving the expansion of the nutrition industry, Fay must prioritize transparent communication practices concerning billing and cost sharing. Such action will lay the groundwork for the formation of confident patient relationships, driving long-term engagement and success. Interestingly, patients also expressed enthusiasm at the platform’s mobile app reward system, skeptical of its legitimacy yet motivated by the potential of receiving health incentives. Research shows that gamified wellness programs improve health behaviors, positioning Fay to deliver positive patient outcomes at the tap of a screen. Further insights can be found in our May Health System Monitor Report (Health System subscription required), which offers a comparative analysis between patient’s sentiments on Berry Street versus Fay Nutrition.

As the digital nutritional health landscape continues to evolve, staying informed is essential for both providers and consumers. For more insights into digital innovation and important news of the healthcare space, check out our CI research services in four areas: Health Plan, Medicare, Health System and Pharmacy.