The evidence test that happens without you.
When a customer can’t feel the health benefits they were sold at purchase, they disengage quietly. Then they stop buying altogether. There’s no complaint and no warning, so brands see the churn and never the reason behind it.
Our report shows why this happens, how quickly the decision is made, and how to design a post-purchase experience that helps people recognise the benefit before they leave.
What they say
Clinical proof drives the choice
44.1% say clinical trial evidence is a top reason to choose a product
What they do
Judge it on their own experience
58% stay because the product consistently delivers health benefits for them
They ask for evidence.
Then they check it themselves.
What they say
Evidence of benefit comes first
49.5% say evidence of tangible health benefits is one of the most important factors when choosing a product
What they do
Walk when they can’t see it
51.1% have already stopped using a health product because they didn’t see tangible results
Leave a customer guessing about when they should feel a difference, and you are walking them out the door.
Pomegranate applies behavioural science to identify what proof a customer needs, and when, then designs it into the experience before and after purchase, so your customer can see the product working and stay loyal.
Strong digital returnsEmotional engagementCustomer-driven brand experiences
What you will
learn in this report
The retention driver brands aren’t measuring
Consumers judge whether your product is working against criteria that rarely show up in your data.
Loyalty programmes are out. Felt experience is in
Only 18.1% stay for rewards or discounts. We show what outranks them, and by how far.
How fast the verdict gets reached
The window in which a customer decides it isn’t working, and why brands only see it later as churn.
Where to invest after the sale
Expectation setting, onboarding and the early behavioural signals that keep people using a product long enough to see results.
What this looks like in practice
A Pomegranate case study on making the benefit recognisable, and what that does for retention.
What the experts say
“The research cuts through a lot of assumptions. Most brands are investing in the signals consumers say matter. This shows where that spend is quietly working against them.”
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Shoshana Bloom
Health Consultant, Equiti Health
“This gives business leaders a clear, objective framework for understanding what actually drives trust in consumer health…and the highest chance of building products and experiences that earn it.”
Ben Kelly
COO, Reframe Cancer | Former Director, Nuffield Health
Win them once.
Then keep them loyal.
Discover how your customers reach a verdict about your product, the exact criteria they judge your products against and how to build an experience that helps them recognise the benefit before they walk.
Get the report