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Reorders and subscriptions: building customer loyalty with the 90-day rhythm

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 8 min

In short

Personalized supplements come in daily sachets; one delivery lasts 90 days. In the pharmacy, this creates a natural rhythm: every three months your customer comes back, and the next delivery is recalculated – with the current age and, where applicable, an updated questionnaire or new blood values. Reorders can happen at pickup in the pharmacy, through a subscription with automatic reordering, or through your own partner shop, where you earn a commission on every order. Loyalty comes from good advice, not pressure: customers can switch their sales partner at any time.

A tear-off calendar with 90 pages

Novogenia’s personalized supplements come in practical sachets bearing your customer’s name. The daily servings are delivered in a compact dispenser – one delivery lasts 90 days.

Think of the dispenser as a tear-off calendar. One page every morning, one sachet every morning. After 90 pages, the calendar is empty – and your customer knows, without any advertising, that it is time for the next visit. That is also how Novogenia describes the pharmacy model: the customer collects their products and comes back every three months as new supplements are prepared.

This article shows how to organize the 90-day rhythm – with pickup, subscription or partner shop – and how every reorder becomes a short consultation.

Why the reorder is the real core

Your customer buys a genetic analysis once. The supplements matched to it are taken every day. So the analysis becomes the entry point to personal health advice – and a one-off sale becomes a range with real repeat-purchase potential.

For your customer: The routine continues without a gap, and the formula keeps pace.
For your pharmacy: a fixed reason for a conversation every three months, plus predictable, recurring revenue instead of individual sales.
For your advice: You see what changes and can respond. That is exactly what separates ongoing care from a sale.

A word on attitude: the reorder is an offer. Anyone who wants to pause or stop should be able to do so without discussion. In the pharmacy, the relationship lives on trust, not on a contract.

Three ways to reorder

Route	How it works	Contact with the pharmacy	Fits if …
Pickup at the pharmacy	Your customer comes in every three months, discusses changes and collects the new delivery.	in person, with every delivery	you put advice at the counter at the center.
Subscription with automatic reordering	The 90-day subscription runs automatically; Novogenia ships directly to your customer as a fulfillment partner. Billing runs through Novogenia or through your own billing.	between deliveries, as agreed	your customers live farther away or value convenience.
Partner shop	Your own branded online shop, ready to use. Customers order there directly; Novogenia ships the kit, runs the analysis and delivers the products.	through your shop and your advice	you want to start without handling orders yourself.

The routes can be combined: one customer starts with pickup and later switches to a subscription; another orders online after the first conversation. How subscriptions work in general – rhythm, billing, key figures and basic legal rules – is explained in Subscription models: recurring revenue.

Every delivery recalculated

Personalized supplements are not a reprint of the last box. For every new production run, the formula is recalculated:

Age: It is recalculated from the date of birth for every production run.
Questionnaire: An updated questionnaire reflects changes in diet and lifestyle.
New analyses: New blood or genetic analyses can be included. Where a blood value exists for a nutrient, it takes precedence over all other inputs.

You do not need to repeat the genetic analysis itself – genes do not change. What changes are age, daily life and values. That makes the reorder appointment the right moment for a quick check: Are there new blood values? Has anything changed in daily life? Explain to your customer from the start that the composition can therefore change over time. That is intended, not a mistake.

Dosing always stays within fixed limits: for nutrients with a reference intake, between one third and three times that intake, at most up to EFSA’s tolerable upper intake level. How this works in detail is explained in Personalized micronutrients.

The 90-day appointment: advice, not a sales pitch

Whether your customer picks up or orders by subscription: plan a short contact every three months. These five steps carry the conversation:

Ask: How is the daily routine going? Any questions about the sachet or the dispenser?
Capture changes: goals, diet, exercise and daily life. For changes in health such as illness, pregnancy or new medication, involve the physician.
Update values: If new blood values are available, they can go into the next formula. Update the questionnaire if needed.
Explain: If the composition changes, say briefly why.
Let them decide: next delivery, pause or stop – your customer decides.

Personalized skincare works the same way, just without a fixed rhythm: your customer repurchases day serum, night serum and body lotion when they run out, and the result of the genetic analysis remains the basis for every repurchase. How to prepare your team for these conversations is covered in Training the pharmacy team.

The first year at a glance

With the 90-day rhythm, the first year is easy to plan. Here are the touchpoints in the pickup model:

When	Contact	What it is about
Start	consultation and saliva sample	clarify the question, consent, sample in a few minutes
after the analysis	results conversation	two or three priorities, questionnaire and blood values
after production	first pickup	explain the routine, discuss expectations
after 90 days	first reorder	experiences, changes, new values
after 180 days	second reorder	review the routine, update the questionnaire if needed
after 270 days	third reorder	look back on the year, set goals for the next one

Organize pickup so that it runs smoothly. Decide who on the team receives incoming deliveries and lets the customer know when their products are ready. Because the sachets carry your customer’s name, store deliveries where other customers cannot see them. And plan a few minutes of conversation for every pickup – that is the real value of this appointment.

The partner shop: commission on every order

The partner shop is the simplest way to make orders and reorders possible online too – without your own shop technology and without stock:

Register: You sign up as a Novogenia partner and complete onboarding.
Your shop: You receive your own branded online shop, ready to use.
Customers order: Your customers order their analysis directly in your shop.
Novogenia delivers: Novogenia ships the kit, runs the analysis and delivers the products.
You earn: You receive your commission on every single order.

There are no setup fees, and you do not need to build a lab. The commission rate is set in your partner agreement. Worth knowing: in the partner shop, your customer concludes the contract for products and non-medical analyses with Novogenia, not with your pharmacy (terms). Order handling therefore lies with us, the advice with you.

In Switzerland, the saliva sample stays in the pharmacy: tests for self-use may not be supplied for analyses of physiological traits (Art. 13 GUMG), and the sample is taken in the presence of the professional who initiates the analysis (Art. 34(3) GUMG). More on partner models in Nutrigenetics as a service: partner and white-label models.

Customer loyalty without pressure

One sentence in Novogenia’s terms says a lot about the right attitude: if end customers want to switch their sales partner, they can do so at any time and without restriction. So loyalty does not come from contracts but from your customer being glad to come back. These levers help:

A good start: At the first pickup, explain how to take the sachets and what is in them – factually and without promises of cure.
Remind, don’t push: A short note when the 90 days are ending helps your customer – if they have agreed to be contacted.
Stay flexible: Customers who can postpone or pause a delivery cancel less often.
Transparency: Subscription and single purchase are clearly separated, price and rhythm are clear in advance, and canceling is as easy as ordering.
Honest language: For supplements, only authorized health claims apply – in the reorder conversation, too. More in Advertising health services.
Ask for reasons: If someone stops, kindly ask why. You learn more from that than from any survey.

Checklist: your 90-day rhythm

The reorder route is set: pickup, subscription, partner shop or a combination.
Billing is settled: through Novogenia or through your own billing.
Your customer knows that one delivery lasts 90 days and when the next one is due.
They also know that the formula can change with every production run.
New blood values and an updated questionnaire are requested at the appointment.
Pausing and stopping are easy.
Reminders go only to customers who have agreed to them.
Advertising claims in conversation and in the shop are checked.
In Switzerland, the saliva sample stays in the pharmacy.

Frequently asked questions

How often does a customer come back to reorder?

One delivery of personalized supplements lasts 90 days. In the pharmacy model, your customer therefore comes back about every three months. Under your own brand, boxes of 30 or 90 daily servings are also possible.

Does the genetic analysis have to be repeated for a reorder?

No. Genes do not change. But the formula is recalculated for every new production run – with the current age and, where applicable, an updated questionnaire or new blood or genetic analyses. Where a blood value exists for a nutrient, it takes precedence.

How does the pharmacy earn money from the partner shop?

You receive a commission on every single order in your shop. The rate is set in your partner agreement with Novogenia. There are no setup fees.

Can a customer switch to another pharmacy?

Yes. Under Novogenia’s terms, end customers can switch their sales partner at any time and without restriction. That is why customer loyalty comes from good advice and a reliable process, not from contracts.

Who bills the subscription?

There are two options for the 90-day subscription: billing runs through Novogenia, or you bill yourself and Novogenia ships as a fulfillment partner. In the partner shop, your customer contracts directly with Novogenia. Which option suits your pharmacy is clarified in the first conversation.

Personalized health in your pharmacy?

Tell us about your pharmacy and your customers – we will show you which model fits.

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Note: This guide is general information for businesses and professionals and does not replace medical or legal advice. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.