Healing Pains and Retail Gains with Heali Medical | re:COGs Podcast Episode 48

The Tape Team with the Healing Touch

Talking Tape with Heather Sloan and Enwei Li of Heali Medical

In the latest episode of the re:COGs podcast, host Mike Gelb sits down with Heather Sloan and Enwei Li, the visionary founders of Heali Medical. Their journey from chiropractic and Chinese medicine experts to retail innovators is nothing short of inspiring. Discover how their unique magnesium-infused kinesiology tape is revolutionizing pain relief and recovery, and learn the secrets behind their rapid retail success.

The Birth of Heali: A Fusion of Expertise and Innovation

Heather and Enwei’s backgrounds in chiropractic care and Chinese medicine laid the foundation for Heali Medical. They identified a gap in the sports tape market and set out to create a product that not only supports but also heals. Their breakthrough came with the infusion of magnesium, a mineral known for its numerous health benefits.

Cracking the Magnesium Code: A Year of Innovation

Creating a magnesium-infused tape was no easy feat. Heather and Enwei spent a year perfecting the infusion process, overcoming the challenge of combining oil-soluble menthol with water-soluble magnesium. Their perseverance paid off, resulting in a tape that offers unparalleled support and pain relief.

Retail Triumph: From Online Trade Show to Big Box Shelves

Heali’s retail journey began with an unexpected win at an online trade show. Despite being a new company with just two weeks’ worth of product, they impressed big box retailers and secured their place in stores like Wegmans and Vitamin Shoppe. This serendipitous start catapulted them into the retail world, where they quickly adapted and thrived.

Adapting for Success: Packaging and Promotion Strategies

Entering the retail market required Heali to rethink their packaging and promotional strategies. They revamped their packaging to better communicate the product’s benefits and leveraged experienced advisors to navigate the complexities of retail promotions. Their ability to adapt quickly and effectively has been key to their success.

Strategic Vision: Inspired by the Blue Ocean Strategy

Heali’s approach to product development and market differentiation is inspired by the “Blue Ocean Strategy.” They focus on offering high-quality, benefit-rich products at affordable prices. This strategy extends to their packaging design, inventory management, and the launch of new SKUs, ensuring they meet genuine market needs.

Navigating Retail Pricing and Inventory Challenges

Maintaining consistent MAP pricing across diverse retail channels is a challenge, but Heali navigates it with strategic precision. They avoid overproduction and closely monitor sales data to maintain a lean inventory, adhering to the philosophy of “we’d rather be sold out than overstocked.” Balancing product availability and marketing funds is crucial, especially during store expansions.

Tune in to this episode of the re:COGs podcast to uncover the secrets behind Heali Medical’s innovative journey and retail success.

Listen In as Mike, Heather, and Enwei Discuss:

  • Heali’s Founding: Heather and Enwei combined their expertise in chiropractic care and Chinese medicine to innovate the sports tape market with a magnesium-infused tape.
  • Magnesium Infusion: Developing the magnesium infusion process took a year, overcoming the challenge of combining oil-soluble menthol with water-soluble magnesium.
  • Retail Expansion: Heali’s retail journey began with an unexpected win at an online trade show, leading to commitments from big box retailers.
  • Adapting Strategies: They revamped packaging and promotional strategies to better communicate the product’s benefits and drive sales.
  • Blue Ocean Strategy: Heali focuses on offering high-quality, benefit-rich products at affordable prices, inspired by the “Blue Ocean Strategy.”
  • Retail Pricing and Inventory: They maintain consistent MAP pricing across diverse channels and manage inventory to avoid overproduction.

Listen to the Entire re:COGs Series:

Tune in to re:COGs, the podcast series that examines the essential aspects of inventory management, supply chain optimization, and operational excellence, all through a COGs-focused lens.

Hear business operators and thought leaders from growing consumer brands share their thoughts on product manufacturing.  Through inspiring stories and critical conversations with top experts across CPG, food, fashion, and other industries, listeners are treated to valuable insights and actionable advice that can be applied to any growing business as it scales up operations.

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