Digital health assessments
The direct to consumer (DTC) approach underlies research at Nom Nom. We use owner-reported data from household pets, not dogs and cats in laboratories. This means our findings are applicable to the general population of pets living in different environments, eating different diets, and leading different lifestyles. Passive data collection through a DTC approach allows us to amass more individual data points than if we performed individual targeted studies with limited enrollment periods. Currently we have over 20 million points of self-reported survey data, and we organically receive more every day.
No one knows a pet better than their own family. Our extensive scientifically-validated survey asks about a number of traits and behaviors that you won't find in a typical veterinary intake form or academic study. For example, asking about specific details of allergy symptoms and treatment response allowed us to understand which kinds of allergies were best treated by adding fish oil to the diet, and which were best treated by changing the diet completely.
We found that allergies with diarrhea, and allergies involving ear problems, were best treated with changes in diet, while allergies that occurred seasonally were best treated by adding fish oil.
Science moves rapidly. Because our surveys are developed in-house, we have the capability to easily change them to collect data on any new topics that interest us, based on our own research, or on other published discoveries. For example, when we hypothesized that the number of feedings per day might influence obesity, we were easily able to add this question and test this, finding that increased numbers of feedings correlated with a decreased likelihood of being overweight.
Filling out our extensive surveys takes an investment of time and effort, and we want to deliver something uniquely valuable to those pet owners who shared their pet's health information with us. That's why we developed our Insights reports. Based solely on our in-house data and veterinarian recommendations, we generate reports personalized to each pet based on factors like age, weight, and health symptoms. In our obesity report, we break down the best lifestyle interventions that can take — and keep — the pounds off overweight and obese pets. Our gastrointestinal health report delivers information about different reported symptoms like vomiting and diarrhea, describing what falls within the normal range and what may be cause for concern. The joint report shows the likelihood of developing joint issues over the lifetime of the pet, and how factors like weight may be increasing risk.