How Noom is Reimagining the Wellness Industry

by Matthew Wexler

EDGE Media Network Contributor

Monday January 18, 2021

How Noom is Reimagining the Wellness Industry
  (Source:Courtesy of Noom)

"New Year. New You." It's a phrase we've heard countless times, but what exactly are we striving for? For many, resolutions come and go like the waning moon. As good as our intentions may be, we're often not equipped with the tools for success. Enter Noom, which has helped people lead healthier lives through behavior change since 2016.

It's no secret that obesity has become a national crisis, but many don't realize the even greater prevalence among specific segments of our LGBTQ community. A recent report by The International Journal of Environmental Research and Public Health revealed that "lesbian females had significantly higher odds of being overweight." But weight only scratches the surface of the health disparities we face, which include a greater risk of heart disease, certain types of cancer and higher rates of mental health conditions.

While we may sometimes feel the odds are stacked against us, new and innovative tools like those offered by Noom make it easier than ever to establish and stick to a wellness plan that will have you feeling good both inside and out.

"Today's consumer wants to be in control of their health," a Noom spokesperson told EDGE. "Noom puts that power in your hands, literally, with an all-digital program while also giving you the tools you need to live a healthier, happier lifestyle. Psychology, data, and science back everything we do, and our curriculum directly reflects that. By focusing on the end-user and providing them with the tools they need to succeed, Noomers can take control of their own health on their own terms.

"A powerful combination of technology and human coaching allows for Noom to take a personalized approach to behavior change, which can be applied to weight loss and various other chronic conditions. Each week customers will work with their coach and support group to create a personalized action plan based on their goals, preferences, and lifestyle."

Geeking Out Has Become Cool
(Source: Noom)

Geeking Out Has Become Cool

It took years of research and development to create and launch Noom's platform, which instinctually tracks and explores not only what we eat but why. Anyone that's tried a diet will likely admit it's not sustainable. Noom turned to psychologists and science-based data (along with a brilliant team of UX engineers and designers) to create an interactive platform that's engaging and easy to use. Slowly, behaviors begin to change, and when roadblocks pop up, whether they're food- fitness- or lifestyle-related, Noom's technology is ready to guide users through their journey.

"One of the unique aspects of Noom is that our curriculum is psychology-based, which allows Noomers to better understand themselves, their brains, and the science of choice," says a Noom spokesperson. "Paired with our individualized coaching feature and peer support groups, customers focus their attention on their habits and develop healthier ones through daily steps, tasks, and goals that encourage self-awareness, careful consideration, and gentle "nudges" to stay on track. Noom is more than a weight-loss app or restrictive diet plan; we are providing the tools that will allow Noomers to live the life they deserve."

Noom describes itself as a behavior change innovator, a philosophy that's at the core of the program and a driving force behind an interface that often feels like you've jumped into your very own personalized graphic novel. But don't let the good looks fool you. The program is packed with style and substance, and received full recognition by the CDC in 2017. Noom's research has also been published in reputable journals such as Nature and the British Medical Journal.

Setting up a user profile sets the stage for success, with individual goals and timelines to ensure attainable and realistic outcomes. It felt like the world turned upside down in 2020. Maybe your eating and exercise habits have shifted, or you no longer have that morning or afternoon commute to decompress, so you turn to a bag of chips or cookies instead. All will be revealed, but you're not alone. There are no rules and no shaming in this world. All you have to know is how to read a stoplight.

Noom groups foods into green, yellow and red categories, but nothing is off-limits. Instead, these reference points create lasting awareness around eating habits and instinctually influence food choices and portions. A food database with millions of entries makes data entry simple.

(Source: Noom)

The platform continues to evolve as users widen the lens of their wellness journey beyond weight loss. "As a consumer-driven digital health platform, optimizations will always be in our nature. Over the past few years, we've been able to apply the curriculum to other chronic conditions outside of weight loss and weight management," says a Noom spokesperson. "When asking Noomers how else they would like to take advantage of Noom's platform, two-thirds said to manage stress and anxiety better. We've also been able to leverage our unmatched data set to expand our food library, understand what content resonates more than others, and launch new features, such as water-logging mechanisms, that our Noomers have previously asked for."

Noom groups foods into green, yellow and red categories, but nothing is off-limits. Instead, these reference points create lasting awareness around eating habits and instinctually influence food choices and portions. A food database with millions of entries makes data entry simple.

The platform continues to evolve as users widen the lens of their wellness journey beyond weight loss. "As a consumer-driven digital health platform, optimizations will always be in our nature. Over the past few years, we've been able to apply the curriculum to other chronic conditions outside of weight loss and weight management," says a Noom spokesperson. "When asking Noomers how else they would like to take advantage of Noom's platform, two-thirds said to manage stress and anxiety better. We've also been able to leverage our unmatched data set to expand our food library, understand what content resonates more than others, and launch new features, such as water-logging mechanisms, that our Noomers have previously asked for."

The Power of Connectivity
(Source: Noom)

The Power of Connectivity

Many of us have confronted feelings of isolation and solitude over the past 10 months. Getting out of bed can feel like an effort, let alone making a healthy breakfast or practicing yoga in the living room at day's end. In addition to Noom's daily content and logging, two dynamic factors position Noom as one of the best weight loss apps for 2021.

Subscriptions include one-on-one coaching with a real person — not an AI bot pretending to understand why you want to eat pasta for breakfast, lunch and dinner. Check-ins help keep you on track, lift you when you've stumbled, and most importantly, keep you moving toward your goals. In addition, users are placed in peer groups where you're matched with other "Noomers" at a similar point in their journey. There's no shame in bragging about meeting a weight loss goal or having an off week. Your newfound community is there for all of it. And along the way, you'll likely find yourself lending a virtual shoulder to lean on.

CLICK HERE to learn more about Noom and begin your wellness journey with a 7-day trial for $.50!

Matthew Wexler is EDGE's Senior Editor, Features & Branded Content. More of his writing can be found at www.wexlerwrites.com. Follow him on Twitter and Instagram at @wexlerwrites.

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