This is not a comparison to Uber, as I see this business more like a Dollar Shave Club.

This is the case when the aspirin vs. vitamin analogy becomes rather literal. For that reason, like the dollar shave club, I think they need a way to get the word out. Ideally a charismatic or fun video that can get traction. But there is still no guarantee. If I'm taking vitamins, I'll wait until my bottle runs out and by then, I'll forget about it and buy it at the store next time I'm walking by the isles.

Alternatively, they should turn vitamins into aspirin by focusing on a specific vertical. I would have focused on prenatal care, etc. Bring an OB or Pediatrician as an advisor or spokesperson. Create the case for how these vitamins are more targeted for the expecting mothers, produced naturally, dozed correctly, etc.

Best of luck to the team!