Redefining Preventive Wellness
We partnered with Aligned Modern Health to explore how consumers think about functional medicine - and helped build a more effective, resonant communication strategy in a crowded wellness market
The Challenge
Functional medicine holds real promise, but it's often misunderstood. As Aligned Modern Health looked to grow their brand and reach new audiences, they needed to clarify their message, improve trial conversion, and stand out in an increasingly crowded wellness space.
What We Did
Morning Light Strategy designed a mixed-methods research program combining quantitative surveys with deep qualitative exploration. We identifed the emotional and rational drivers that shape wellness decisions and tested new language and positioning to help the brand resonate more effectively with new and returning patients.
The Impact
We delivered a clear, insight-backed roadmap for refining AMH's communications - guiding updates to brand language and visual assets, revisions to in-clinic and digital communications, and acquisition strategy. Our work helped the team align around what matters most to today's health consumers and where to focus next.
"Morning Light Strategy is agile, responsive, and they rely on their deep expertise in consumer understanding to solve real business challenges - acting as an extension of our team."
Lauren Radcliffe, Chief Marketing Officer, Aligned Modern Health