Targeting Gen Z and 40-Year-Olds With One Health Brand

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ari Tulla, CEO and Co-Founder of Elo Health, a smart nutrition company pioneering the concept of "food as medicine" through personalized supplements, AI-driven insights, and at-home blood testing. Elo Health is building nutrition products that act as multipliers for medical treatments and lifestyle interventions—where one plus one equals three. After analyzing data from 10,000 users, they've evolved from direct-to-consumer personalized supplements into a B2B/B2C platform partnering with fertility clinics, weight loss programs, and wellness brands. Drawing on lessons from pioneering mobile gaming at Nokia and building healthcare companies following personal tragedy, Ari shares the marketing playbook for launching category-defining health products in a market that doesn't yet know it needs them. Topics Discussed: Building consumer trust for products in categories that don't yet exist Pivoting from D2C blood-test-based personalization to B2B/B2C platform partnerships  Leveraging AI to operate a 10-person company doing the work of 40 Creating supplement products as "companion treatments" for existing medical protocols (IVF, GLP-1 drugs)  Marketing to two distinct demographics: health-awakened 35-40 year-olds and proactive Gen Z  Navigating healthcare data regulations across markets to enable product innovation Using founder story and mission as recruiting tools for talent acquisition from big tech  Transitioning from exclusive blood-test model to accessible Amazon distribution  Building authentic brands rooted in purpose rather than promotional messaging