• by Les Luchter , Staff Writer, September 26, 2024

We were intrigued by Nutu, a diet and activity tracking app for which prediabetics pay $9.99 a month for a one-year program designed to prevent them from developing type 2 diabetes.

So we shot off some questions to Angela Martin, vice president of marketing and business development for Willow Laboratories, the app’s developer.

(This interview has been edited for length.)

Pharma & Health Insider: Can we get a brief summary of Nutu and Willow?

Angela Martin: Willow Laboratories believes the burden of chronic diseases deserves our focus and attention. Our mission is to make health and wellness accessible, enjoyable, and sustainable.

Not only does the Nutu app help the 98 million American adults who have prediabetes, but it also can benefit anyone who wants to learn how to adopt a healthier lifestyle and achieve long-term health benefits, anyone looking to lose weight, or learn how to live a healthier lifestyle.

P&HI: Why did Willow decide to focus on prediabetes?

Martin: We were inspired by several factors: the magnitude of prediabetes’ prevalence, the startling fact that 80% of people with prediabetes don’t know they have it, and the fact that it’s actually reversible!

So many people get diagnosed with a serious, chronic disease and wish they could turn back time. With prediabetes and even earlier stages of type 2 diabetes, you can! It’s not too late to make lifestyle changes, and we can help show you how.

In the United States, 28.8 million adults have been diagnosed with type 2 diabetes. Many of those people who have type 2 diabetes can actually benefit from our program as well, so long as they are not yet insulin-dependent.

P&HI: When did the app launch and how many users do you have?

Martin: Nutu launched a few months ago and is available on a limited basis. We currently have two cohorts of participants progressing through the program that we are watching carefully and tracking outcomes for. We want to ensure users have the best experience possible, receive top-notch one-on-one coaching, and achieve success. 

P&HI: How are you getting word of the app out to prediabetics?

Martin: We are driving awareness through a robust campaign, including public relations, social media advertisements, word of mouth, and customer referrals. We are educating consumers, educating the media, and driving awareness of not only the disease but also our product

P&HI Does Willow have plans for any other consumer products?

Martin: Yes, we plan to launch additional versions of the Nutu app that will benefit people with other chronic diseases, and anyone who wants help learning how to achieve a healthier lifestyle with just one small change at a time.

P&HI: Is the rate of prediabetes growing? If so, why?

Martin:  Yes! Unfortunately, the diets and lifestyles that we have all become accustomed to over the modern age are the two single contributing factors. Most of us eat processed foods because they are so convenient and easy to take with us on the go. Most of us also lead sedentary lifestyles, often because the job demands us to sit at a desk or in conference rooms.

Each of these factors then causes weight gain and/or obesity, which further amplifies the risk of prediabetes developing in our bodies. So, it’s a vicious cycle. We really need to start addressing it at the root cause, which is what the Nutu app is all about. We need to get moving and start eating healthier.

But how to make those changes, where to get started, and how to stay consistent is much easier said than done. Everyone would much prefer to hit the easy button or take a pill to make it go away. But our bodies need better than that. We need to see our bodies like a top-of-the-line racecar that is only given premium fuel and is put on the best racetracks to keep it in tip-top shape.

P&HI: How are personal coaches involved, and how are they qualified?

Martin: Each participant is assigned a personal coach who stays with them throughout the 12-month journey. Our coaches are highly certified and have backgrounds in nutrition, lifestyle change, exercise, and diabetes.

P&HI:Since Nutu is a year-long program, what happens after the year is up?

Martin: Although the Nutu app is designed as a 12-month program, users can opt to continue their subscription after the 12 months are complete. Access to their coach is retained after the 12-month period as well.

P&HI: Do you have any competitors in this area? Are there other programs out there for prediabetics?

Martin: Most competitors in this space host diabetes prevention programs locally. You are likely to find a Centers for Disease Control-recognized Diabetes Prevention Program in your own neighborhood, but those programs depend on you coming in face-to-face for the education, weigh in on a scale, and share your food log with other participants.

With the Nutu app, we are offering the opportunity for people to privately fit this into their already busy lifestyle by taking the app with them wherever they go. While some people may really crave face-to-face connection time, the pandemic certainly taught us new ways of working. Nutu supports the user on their schedule and puts the user in control. You engage with the app, the coach, and the support team wherever and whenever you need it most.