The supplement's "four-week shelf life" is extremely short in the brick-and-mortar CPG space, notes CEO.

"We followed a completely different playbook" than Theranos, says BetterWay Founder/COO Eric Olson.

Company aims to offer behavioral cough suppression therapy, which treats coughing without drugs, as telehealth option.

"Men are 50% of the fertility equation," and taking high-dose antioxidants raises chances of pregnancy 5X, says brand CEO.