269. Joanna Strober, Founder and CEO of Midi Health
Dec 31, 2024
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Joanna Strober, founder and CEO of Midi Health, is on a mission to revolutionize women's midlife health. She discusses the innovative virtual care platform focusing on personalized treatment during menopause and perimenopause. Joanna tackles the stigma surrounding women's health while addressing the complexities faced in providing quality care. She also shares insights on building trust in healthcare services and the evolution of business perspectives regarding women's wellness. Expect to learn about the future of digital care and the importance of advocacy in expanding access.
Midi Health addresses the care gap in menopause by providing personalized virtual support that prioritizes affordable and insured access to expert healthcare.
The initiative emphasizes the importance of patient feedback and human connection, shaping a dynamic care model that adapts to women's evolving health needs.
Deep dives
Addressing the Care Gap in Women's Health
The initiative aims to close the significant care gap in menopause and perimenopause treatment, which has been a longstanding issue for many women. The focus is on providing access to expert care that is both affordable and insured, addressing the dual challenges of limited expertise and lack of insurance coverage in this domain. By establishing a national company that prioritizes tailored care for women’s unique health needs, this initiative seeks to not only deliver specialized expertise but also broaden its scope to other women's health issues as patients seek continued support. This approach has enabled a deeper understanding of the interconnectedness of various health conditions faced by women, shaping an expansive care model based on their expressed needs.
User-Centered Care Approach
The care model utilizes a personalized system developed from initial pilot programs, where patient feedback was prioritized to shape service offerings. Participants expressed the desire for ongoing personal interactions rather than anonymous app-based solutions, emphasizing the need for human connection in their healthcare experience. By engaging directly with women during a six-month pilot, the program designed services that resonated with the patients’ real needs, such as insurance coverage for medications and an ability to ask questions beyond scheduled consultations. This emphasis on patient-driven requests has led to a dynamic care environment responsive to women's evolving healthcare needs and preferences.
Expanding Care Protocols
With an increasing number of women seeking holistic health care, there has been a significant push to develop new care protocols tailored to a wide variety of symptoms, including weight management issues linked to menopause. The team created around 40 distinct care protocols to address the diverse array of concerns that women present, recognizing that symptoms are often interrelated and cannot be addressed in isolation. This development requires ongoing training for care providers and an adaptable system that encourages learning from patient interactions in order to improve care delivery. As the complexities of women's health emerge, so too does the commitment to expand these protocols to ensure comprehensive support across various symptoms.
The Role of Trust and Brand Identity in Women's Health
Building trust with patients is essential, positioning the care provider as a reliable partner in their health journey. The organization aims to differentiate itself from other health-related businesses by committing to high-quality medical expertise without venturing into areas that do not align with their core competency. By focusing on midlife women's health, they are able to establish a strong brand identity that fosters a supportive relationship based on empathy and understanding. As this sector continues to grow, maintaining a clear and consistent brand that meets women's health needs will be vital in sustaining patient loyalty and supporting ongoing development.
Today, I'm joined by Joanna Strober, founder and CEO of Midi Health.
Providing personalized virtual care for women through perimenopause and menopause, Midi Health integrates medication, lifestyle coaching, and wellness therapies.
In this episode, we discuss the company's approach to women's midlife health.
We also cover:
• Midi Health’s pilot program • Tackling stigma around women’s health • The future of digital care and personalized treatment
Chapters: (00:00) Introduction (01:24) Joanna’s Journey to Midi Health (03:57) Initial Pilot and Key Learnings (06:15) Expanding Care Beyond Menopause (11:12) Challenges and Solutions in Virtual Care (15:26) Virtual vs. In-Person Care (21:24) Building trust and partnerships in healthcare (31:37) Future Roadmap and Expansion Plans (33:16) Conclusion
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