Proven Therapeutics · Omega-3 product launch
Proven Therapeutics has a physician-made, pharmaceutical-grade powder omega-3 — and this is the plan to turn its science into sales. We lead with the channels that compound (search + AI), then add paid ads to scale. The walk-through: product → approach → services → audience → funnel → market → what we need from you. Prepared by M360 — our Velocity Growth™ method for compounding launches.
01 · The product
Sold as "just another omega-3," it has to compete on price with cheap softgels. Sold for what it really is, it's the first powder-in-capsule omega-3 — lysine-bonded, built on Evonik's AvailOm®. A science platform, not one more fish-oil bottle.
AvailOm® 50 High EPA, free-flowing powder in a small 00 capsule. ~182mg EPA / 94mg DHA + ~170mg L-lysine per cap. Anchovy-sourced, non-GMO, Halal.
Founded by two Toronto physicians — an orthopaedic surgeon (Dr. Desai, 93K followers) and an anesthesiologist (Dr. Waldman). Formulated with condition-specific specialists.
Published RCT (Schön et al., 2024, statistically significant), Health Canada NPN 80145916, NSF-certified, FDA NDI+GRAS, Evonik pharma supply chain — a moat no white-label brand has.
Sources: AvailOm® technical data, Evonik (50% EPA+DHA as free fatty acid by weight; ≥4-yr oxidation resistance without additives; US NDI + GRAS). Absorption: Schön C, Micka A, Gourineni V, Bosi R (2024), Food & Nutrition Research 68:11028 — 9.33× vs ethyl ester / 1.57× vs triglyceride (0–12 h AUC), n=21. Per-capsule mg, EPA:DHA, certifications & NPN per Proven Therapeutics label / sell sheet. "1 cap = up to 5 softgels" is a brand claim (Evonik states one dose ≈ uptake of ~2 large fish-oil capsules) — substantiate before publishing.
02 · The problems it solves
Every pain point is also a marketing hook. Nobody wakes up wanting "powdered omega-3" — they want the burps, the doubt, and the pill pile to stop.
The #1 complaint across every brand. No liquid oil = no reflux. Removes the single biggest reason users abandon omega-3.
Independent testing has found many fish-oil products exceed recommended oxidation limits — and oxidized omega-3 can raise LDL and inflammation. Solid form doesn't oxidize the way liquid oil does.
Standard oils need bile, enzymes and dietary fat. The lysine-bonded powder absorbs directly — 9.3× the bioavailability.
4–5 large softgels a day becomes 1–2 small capsules. Convenience drives the adherence that actually delivers results.
These four hooks map directly onto search queries, ad angles and Reddit threads — which is where the strategy starts.
03 · The USP — bioavailability
Live model: EPA/DHA molecules crossing the intestinal wall. The standard ethyl-ester softgel loses most of its payload; the lysine-bonded powder is absorbed directly. The ratio below is computed from the flow in real time.
Schön et al., Food & Nutrition Research 2024;68:11028 · n=21 randomized 3-way crossover · 9.33× vs ethyl ester (0–12 h AUC), statistically significant. Animation illustrates the published absorption gap vs ethyl-ester oil; it is not a literal molecular simulation. Versus triglyceride (rTG) oils the gap is ~1.6×.
04 · The moat
Premium supplements live and die on trust. This brand carries proof points the entire commodity category lacks — and that proof is what makes the inbound strategy (next) actually work, because every claim is citable.
| Standard | Typical omega-3 brand | Proven Therapeutics |
|---|---|---|
| Founded by | Entrepreneurs / marketers | Practicing physicians (MD, MSc ×2) |
| Clinical evidence | Generic literature cited | Product-specific RCT, published |
| Manufacturing | Contract manufacturer | Evonik (€15.2B pharma) + HC-licensed facility |
| Regulatory depth | FDA disclaimer only | NPN + NDI + GRAS + EU Novel Food |
| Form innovation | Softgel (unchanged since 1980s) | Lysine-bonded powder (patented tech) |
| Future range | Single SKU | Platform for 7+ condition-specific SKUs |
Sells at about CA$80 per bottle (90 caps = 3-month supply) — listed on iHerb at US$62.99–$69.99 — 4.9★, 100+ sold/30 days. Already validated in the premium, practitioner-grade tier (Thorne, Pure Encapsulations, Designs for Health).
Sources: form/manufacturing/regulatory facts per AvailOm® (Evonik) & Proven Therapeutics label and sell sheet; published RCT = Schön et al. 2024 (FNR 68:11028). Price, rating & units-sold per iHerb listing (subject to change).
Positioning · price & dose (CAD)
On the metric buyers actually use — cost per gram of EPA+DHA — Proven is the most expensive on the shelf, at a smaller daily dose. That isn't something to hide; it's the positioning. And it decides who we target and what we publish.
| Brand | Form | EPA+DHA / day | Approx. CA$ / bottle | CA$ per g EPA+DHA |
|---|---|---|---|---|
| Proven Omega-3 | Free-fatty-acid powder (AvailOm) | ~276 mg (1 cap) | ~$80 · 90 caps (3-mo) | ~$3.20 |
| Nordic Ultimate Omega | Triglyceride (rTG) | ~1,100 mg (2 softgels) | ~$45–60 · 60 ct | ~$1.40–1.90 |
| Thorne / Pure Encap. | rTG | ~700–1,100 mg | ~$48–75 | ~$1.50–2.30 |
| Budget (Kirkland / CA Gold) | rTG / ethyl ester | ~600–1,000 mg | ~$20–40 | ~$0.30–0.70 |
Approx. CAD; varies by retailer, promo and exchange rate — verify at launch. The 9.3× absorption is vs ethyl-ester oil; vs triglyceride (rTG) brands like Nordic the real edge is ~1.6×, so we do not compete on cost-per-gram.
Target premium, research-driven, convenience-first buyers (35–65 core; biohackers 30–45; top-25% income; already buying premium supplements). De-prioritise budget shoppers and mega-dose EPA users — they won't accept the per-gram premium and would need 4–7 caps/day.
Lead with clusters that re-frame value away from $/gram: absorption (free-fatty-acid vs ethyl ester), freshness/TOTOX, no fishy burps, 1 capsule vs 5 (convenience), physician-made proof. Answer the cost-per-gram objection head-on ("cheapest per gram ≠ cheapest per absorbed gram"). Avoid "highest-dose EPA" topics where we lose.
Sources: per-bottle prices approximate CAD from retailer listings (iHerb, Amazon, brand stores), 2025–26; $/g computed from label EPA+DHA doses. Nordic Ultimate Omega = 1,280 mg omega-3 per 2-softgel serving (Nordic Naturals). Absorption multiple: Schön et al. 2024 (FNR 68:11028) — vs ethyl ester; ~1.6× vs triglyceride. Verify live prices at launch.
Approach
People who buy a ~CA$80 science-backed supplement research before they switch — and the researchers stay the longest, so they're worth the most. So we focus first on being found in that research (search + AI answers), not on interrupting feeds. Paid ads come next, to scale what's already working.
The simple rule: free channels create demand; paid channels capture it. Pay before you earn, and you buy the same customer twice — once to create the interest, once to close it.
The inbound engine
Three channels, one loop: Reddit and SEO create the content and the proof; AI SEO (AEO) gets the brand named inside the AI answers people now rely on when they research.
Win the specific questions cheap brands ignore — rancidity, powder vs softgel, EPA for mood. A few topic clusters, linked together, that also set up the future product range.
This product is easy for AI to quote — a real study, p-values, NPN, AvailOm, Evonik. Clear answers + structured data get it named inside ChatGPT, Perplexity & Google AI Overviews.
A founder or a company rep answers real absorption and rancidity questions with data — it doesn't have to be the doctor every time. Those threads rank in Google and get quoted by AI — credible content at scale that feeds both search and AI SEO.
"Is your fish oil oxidized?" reframes the whole category around a problem only this product solves.
People who switch after researching stay longer and subscribe — the most valuable group.
As rankings and AI mentions build up, the cost to get each new visitor keeps dropping.
Reddit → SEO → AI SEO: each channel makes the next one stronger.
Reddit — content at scale
Reddit is where the research-driven, high-value buyers debate before they buy. We gather those debates at scale and turn every repeated question into content — so the brand shows up in search and in AI answers. These are high-LTV buyers: they research, switch on purpose, and stay.
r/Supplements (main) · r/Biohackers · r/Nootropics · r/Fitness_India
A ranked list of the factors that drive the purchase + a content topic bank — both built from what real buyers argued about.
How we run it together: each week we research the live threads and send Proven a short list of topics + suggested talking points. A founder or a company rep (it doesn't have to be the doctor) then replies in their own voice. Low time-cost for you, authentic for Reddit — and it keeps agency and team in sync.
Honest limit: Reddit skews toward engaged, skeptical buyers — excellent for objections and high-intent shoppers, not a read on the casual mass-market buyer.
What drives the purchase
Ranked by how often each one makes or breaks the purchase — straight from the Reddit pull. The "How Proven answers" column is where the science does the selling.
Also weighed (Tier 2–3): price/value · fish source & sustainability (wild anchovy = good) · EPA:DHA ratio for the goal · made-in / ownership · cold storage · added antioxidants · quiet reformulation · side-effects · format. — Buyer views about other brands are sentiment from Reddit, not verified quality claims.
Service · SEO (search)
Why inbound leads: SEO + AI SEO is the most solid form of marketing — it's owned, it compounds, and it reaches buyers at the exact moment they're deciding. Ads rent attention; this builds an asset.
We target keywords by intent — from early research to ready-to-buy — so we meet the researcher at every step. Real sample keywords for Proven Omega-3:
Where the informed buyer starts. Builds authority and feeds AI answers.
Exactly the problems Proven fixes — low competition, high relevance, cheap to win.
The new format we own — little competition because it's a category-of-one.
Closest to purchase. Protect the brand name and win the "vs / alternative" searches.
Head terms like "best omega 3" are owned by Healthline/WebMD and aren't winnable cold — so we win the long-tail and niche angles (rancidity, powder, burps, ownership) where there's a real gap.
Service · AI SEO (AEO / GEO)
Your buyer asks AI before buying. We make Proven the source it cites — and we frame every answer so the reader feels smart, informed, and right to choose it.
Absorbs 9.3× more than standard fish oil, can't go rancid, no burps. You did the research; the science backs your choice.
Not the same softgel sold since the 1980s — a lysine-bonded powder built on pharmaceutical-grade AvailOm®. Different on purpose, better as a result.
Physician-made, clinically tested (RCT), Evonik-built, NSF + Health Canada certified. Not cheap because it isn't a commodity — and you're the kind of buyer who knows the difference.
Entities we own (so AI cites us): TOTOXIFOSNSFrTGethyl esterEPA:DHAAvailOm®EvonikHealth Canada NPN — short 40–60 word answers up top, FAQ + Product schema, sourced claims.
Content roadmap · SEO + AI SEO (AEO / GEO)
The topic bank, taken straight from real buyer debates. Each one is a question people type into Google and ask ChatGPT or Perplexity. This is the power of self-research: be the answer people find — with proof — and the brand becomes the source AI cites.
Put a short 40–60 word answer at the top of each page, then the depth. Own the key terms (TOTOX, IFOS, rTG, EPA:DHA). Add FAQ + Product schema and keep claims sourced. Link topics into clusters around one pillar guide. The ownership question is the wedge — almost no brand answers it well, so the first credible answer wins the citation.
Channels — now & next
A clear order. Free, compounding channels go first. Paid ads come next to amplify the winners. Programmatic and broader paid expand reach later — once the funnel is proven and tracking is clean.
Each step only switches on when the one before it is working — so we never pay to reach demand we haven't yet learned to convert.
Audience
Bubble size ≈ how many buyers. The high-value research groups (green/lime) are smaller but worth far more each — and you reach them by being found, not by interrupting them.
Paid · audience targeting
For Meta and Google we target by age, interests and behaviours — then remarket to people who already showed interest, where most of the sales actually happen.
Core 35–65, with a 30–45 biohacker skew. Top-25% household income. Men & women. Educated, health-focused, label-readers.
Supplements, longevity, functional medicine, Huberman / Attia / Rhonda Patrick, strength & fitness, heart & brain health, clean eating, biohacking.
Frequent supplement buyers, engaged online shoppers, health-content consumers, subscription buyers, premium-brand affinity, recent purchasers of protein / magnesium / vitamin D.
Site & product-page visitors, cart abandoners, 50%+ video viewers, email list, and past buyers (for subscription & new-product cross-sell). Plus lookalikes of purchasers.
Most first-touch ads don't convert cold — remarketing + lookalikes of buyers are where the efficient sales come from, which is why a tracking-ready store matters.
Paid · Meta ads (Facebook + Instagram)
Square (1:1) concepts that rotate through hooks, plus primary-text options — built around the founders and the no-burps story. (These animate; they're directional concepts.)
Concepts for direction; final claims to be signed off by your content-validation team. *9.3× vs ethyl esters (Schön et al., 2024).
Paid · Google ads (Search + Display)
Search ads matched to buyer intent, plus a 1:1 display banner for remarketing.
Headlines are Responsive Search Ad assets Google combines automatically; descriptions kept ≤90 characters. Final claims pending validation. *vs ethyl esters (Schön et al., 2024).
The funnel
Particles entering the top, narrowing as they convert. Earned channels create demand at the wide end; search and paid capture it lower down; subscription holds it at the base — where the LTV economics actually pay back.
Market — TAM / SAM / SOM
A huge market is a trap — winning a real slice of the cheap, crowded end is brutal. The target we can win is the premium, research-driven pool, where the price holds and trust closes the sale.
Global TAM: Grand View Research — US$7.68B (2024) → $12.89B by 2030, 9.1% CAGR, North America 36.9% share; IMARC ~US$9.0B (2025). Canada market size, the SAM slice and the Year-1 SOM are M360 estimates derived from NA share and confirmed supply readiness — not third-party figures.
Penetration — taking share
We don't win by outspending cheap brands. We win by changing how the category is seen, owning the research moment, and converting it through measurable channels.
Compete with Thorne / Pure Encapsulations, never Kirkland. "The omega-3 for people who hate omega-3" — burps, rancidity, absorption.
SEO + AI SEO + Reddit make the brand the answer right when a high-value researcher decides to switch.
The doctors + the published study produce a volume of solid, quotable content that cheap brands simply can't match.
iHerb for reach and trust; a simple store of our own for measurable sales, a customer list and subscriptions. We'd recommend matching price across both.
Factors to consider
The honest constraints. Sort these out before spending big — they change where the budget goes more than any channel choice does.
If iHerb is the only checkout, paid ads are half-blind — you can't track who bought, build a customer list, or measure repeat value. Our own store (D2C) makes ads measurable. This is the single biggest decision.
At a ~CA$80 order, the cost to get a customer only pays off if they re-order. How many start a subscription, and re-buy at 3 months, makes or breaks the math.
We'd recommend keeping iHerb and your own store at the same price so the channels don't undercut each other and the premium image holds — but that's your call as a business decision.
Dr. Desai's 93K following is the content engine — and a bottleneck. We build a system that doesn't depend on one person's calendar.
Health Canada (NPN) limits what can be claimed; ad platforms restrict health language. We keep messaging about benefits, not disease cures.
"Powder omega-3" is new, so explaining it has a cost. Inbound covers that cheaply; paid alone pays for it again and again.
Requirements · what we need from you
The science and credibility are your edge. To turn that into content and ads at the pace this plan needs, here's the raw material we'll need from you.
High-res product and packaging shots, plus lifestyle photos we can use across the site, ads and Reddit.
Dr. Desai and Dr. Waldman on camera, plus B-roll and short clips. This is your biggest advantage — and it needs founder time to film.
A medical/scientific reviewer to fact-check every claim before it goes live. Essential for accuracy and for staying within the rules on health claims.
Someone to produce content at the cadence the topic bank needs. We can supply this if you'd prefer.
The RCT, COA, and NPN / NSF / IFOS files. We cite these for trust and so AI tools quote you as the source.
Someone to post on Reddit (founder or a nominated company rep — not necessarily the doctor) and to appear in videos where possible. We send suggested topics weekly; they reply in their own voice.
Plus: brand assets (logos, fonts, colours, tone) and access to ad accounts, analytics and the store / iHerb sales data — so we can measure results properly.
Sequence & close
Positioning, our own store + tracking set up, structured data, first 3 SEO topic clusters, doctor-video production, founders start on Reddit. Only branded search ads.
Answer pages live and indexed; track AI mentions; test Reddit ads; Google ads for "fish oil burps" and "powdered omega-3"; Meta videos (cold → retarget).
Expand the winning topics and ads; broader search terms only if they pay back; push subscription offers; grow AI mentions.
The big idea: this is a clinical breakthrough that people will only buy as a story. The science is the proof; the story is "finally, an omega-3 — made by doctors — that fixes everything people hate about fish oil."
Be found in the research, prove it on Reddit, get named by AI, capture buyers with paid ads, and keep them with subscriptions. That's Velocity Growth™ — how a one-of-a-kind product takes share.
M360 · Proven Omega-3 growth strategy. Figures are directional planning ranges; validate against live tracking. Marketing strategy, not financial, legal, or medical advice.