Baby-related products are an area where innovation often comes slowly, if it happens at all. Gadgets like baby monitors have gotten smarter, strollers have become safer, but baby bottles, well, they really haven’t changed a whole lot since we were all toddlers.
Unfortunately, this means that moms and babies who struggle with bottle feeding — or who have trouble switching back and forth between using a bottle and feeding naturally — have waiting decades for a viable alternative.
I had the opportunity to speak with Shilo Ben Zeev, founder and CEO of Emulait, the creators of a new kind of baby bottle that uses a science-backed approach to mimic natural breastfeeding with an entirely new kind of bottle. We discussed the nuances of healthcare products, the need for innovation in certain key areas, and what consumers expect from companies in this fast-moving space.
Gary Drenik: The baby bottle has remained largely unchanged for a long time. How did you recognize that this was a product in need of an update?
Shilo Ben Zeev: My wife had a lot of trouble breastfeeding our firstborn. We consulted with multiple lactation consultants, each one shared a different approach, but unfortunately, we continued to struggle. Eventually, after numerous doctor visits, it was recommended that we have our daughter’s oral tie released to see if that would resolve her feeding issues. Even after the procedure, I continued to watch my wife and daughter struggle and felt that there had to be a better solution.
After experiencing feeding issues firsthand, it was clear that the medical guidance provided was outdated and the products available were not inclusive of all families and babies. A recent Prosper Insights & Analytics survey reveals that 8.9% of women aged 18 to 34 are expecting a baby in the next six months, which is a large number of newborns and moms that may need special accommodations when it comes to feeding. I recognized the need for advancements in this industry to not only help my family, but also other parents that are going through similar, frustrating situations.
I earnestly began my research and also spoke to our pediatric dentist who pointed out that the technological advancements for baby bottles just did not exist. Given my background in the medical device industry, I knew that I could tackle this issue successfully. Even though I am not a breastfeeding mother, of course, as a parent who had to watch their child struggle to feed, it was all the motivation I needed to push the boundaries in this industry and not accept the status quo.
Drenik: How can companies enhance a person’s (or family’s) health and well-being without replacing — or contradicting — recommendations from their doctor or other health professionals?
Ben Zeev: As far as I am concerned, the potential for technology to improve quality of life is vast.
I saw the impact it had with one of my previous companies, Dario, the first all-in-one glucose measurement kit for diabetes management, as it was the first company to streamline a traditionally complicated process of measuring blood glucose and integrate it with new technology.
Unfortunately, traditional healthcare is often slow to change and can learn from innovators to provide better, more efficient solutions for patients. Technology advancements can complement healthcare in a way that works alongside physician recommendations while providing better care across the continuum.
With Emulait, I brought the idea to my co-founder, Bob Worrell – a true veteran of the medical device space – and he was up for the challenge. We gathered pre-eminent breastfeeding physicians, lactation consultants, and infant feeding experts to guide the process to ensure it was science-driven while pushing the boundaries of the baby bottle industry.
Drenik: What are some of the mistakes that companies make when entering the consumer health space? How can they avoid those pitfalls?
Ben Zeev: In my experience, the biggest mistake companies make when it comes to the consumer health space is overlooking user experience and listening to the input around them. To avoid these common pitfalls, companies and founders need to center their product offering around the user. It is critical to be mindful of the target audience and create a brand and product experience that is built for them. This can be accomplished by creating a team of experts and end-users while still in the development stage.
For Emulait, the idea of creating a bottle that emulates the breast was not just a cosmetic change, it took years of research studying the anatomy of the breast, the act of breastfeeding and common issues associated with breast and bottle feeding. My cofounder Bob, said it perfectly, “empathy was a key aspect in this process – to approach this challenge not as a perfunctory mechanical fluid transfer solution, but as an intimate human interaction.”
The other common mistake companies make is listening and stressing out over what competitors in the industry are doing. A recent Prosper Insights & Analytics survey shows that the biggest determining factor in baby-related product purchases is brand trust (53.9%), followed closely by quality (40.4%).
There are always going to be detractors or those who think they can do better, but it is imperative to your success to tune out the noise. Stay focused on your mission and that will continue to drive innovation and success for your product and company.
Drenik: You’ve founded a number of successful businesses in the healthcare space. What do you see as the biggest challenge, from a brand perspective, in building trust with potential customers, and how have you addressed those challenges with Emulait?
Ben Zeev: I believe Dit is crucial to be transparent and honest in order to build trust. This approach is even more important in the healthcare industry because we have a direct impact on the wellbeing of our customers.
For instance, one challenge we have had to address is that our product requires women to scan their nipples in our app to get their best bottle match. To overcome this challenge, we conducted a study which collected data on thousands of nipple shapes and colors. By doing this, we were able to narrow the options down to offer our customers the five most common shapes and the five most common colors. Our customers can either self-select their bottle or use our scanning process to ensure they are receiving a bottle that very closely “emulates” their breast and nipple.
Another challenge we’ve been working to address is providing support that mothers need around infant feeding. From those who have medical conditions that limit their ability to breastfeed, to those returning to work and can’t get their baby to take a traditional bottle, to those who are struggling with their mental health due to the stress and toll it takes on their body to care for a child. We have created our brand experience, that’s an extension of their friends and family, by providing them with the support they so desperately need with not only our product, but also our compassionate and experienced customer service team.
Drenik: Personal technology like smartphones has impacted virtually every aspect of our lives, but how will they continue to impact consumer health in the future?
Ben Zeev: I predict that consumer health will eventually all be in the palm of one’s hand. It’s just the way of the world. And before long, even smartphones will be obsolete because we will be using more seamless technology. This really excites me, which is why I have taken on the challenge to integrate the technology we have now to provide the most innovative experience for our customers.
Drenik: Looking to the future, how do you think customized healthcare products will impact consumer health and well-being in the years to come?
Ben Zeev: Consumers today want accessible and personalized products in every aspect of their lives including healthcare. The one-size-fits-all approach is no longer sufficient. As people become more aware of their health and want to be more proactive, customized healthcare will be the preferred solution to meet their wants and needs.
For Emulait, customization was at the forefront of our development as our bottles emulate the breast size, shape, and color to reduce the common pitfalls of traditional bottles such as bottle refusal or preference and nipple confusion. We also recognize the diversity of our consumer base and currently offer five nipple shades to allow all families to have the same experience of providing the most natural alternative to breastfeeding.
Drenik: Thanks, Shilo, for taking the time to shed some light on this complicated industry and share your insights. As consumer trust continues to be a top priority among brands of all sizes, it’s refreshing to see new approaches and, in the case of Emulait, a heavy emphasis on science and evidence-based practices for building that trust.
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