Overview

Proclaim Health operated a direct-to-consumer oral health system built around highly customized customer kits.

The packaging and fulfillment operation had become operationally expensive due to fragmented assembly workflows spread across multiple suppliers and regions. Components were manufactured across Malaysia, China, and the United States before converging at a US-based 3PL where every customer order had to be manually assembled from scratch.

The packaging system relied on loose internal components, corrugated shipping structures, and labor-intensive fulfillment processes requiring more than 50 individual touches per order.

The result was high fulfillment costs, inefficient pallet density, and a warehouse operation heavily dependent on manual labor.

Approach

Major Assembly redesigned the packaging system from the factory outward.

Rather than optimizing the 3PL workflow itself, the strategy focused on relocating operational complexity upstream where assembly costs were substantially lower and easier to control.

A molded pulp structural system was engineered to house the device, accessories, and documentation within a single pre-assembled packaging architecture. The complete kit was assembled directly in China prior to shipment and packed 5 units per master carton for international freight optimization.

At the 3PL level, the fulfillment process was reduced to only three pre-assembled packaging components:

• Auto-bottom shipper

• Pre-built molded pulp insert

• Pre-configured product system

The entire operational flow shifted from manual assembly infrastructure into a streamlined pass-through fulfillment system.

Results

The redesigned packaging system transformed Proclaim Health’s fulfillment economics.

Assembly touches were reduced from more than 50 interactions per order to approximately 4.

Shipping costs dropped from roughly $30 per unit to approximately $11 per unit shipped.

Pallet density increased from approximately 18 units to nearly 100 units per pallet, dramatically improving warehouse utilization and freight efficiency.

The project demonstrated how packaging architecture can directly influence labor costs, fulfillment scalability, freight density, and operational resilience across an entire supply chain.