app screens showing doctors and patients

Stella

Growing and scaling a digital menopause clinic

Platform: App, SaaS & website

What I worked on:

1. Product positioning

2. Go-to-market strategy

3. Commercial growth & retention

4. International expansion

app screens showing menopause assessment questions

Stella launched as a UK menopause app with behavioural plans and coach support in 2021. Telemedicine and prescribing followed in 2022.

The challenge was finding the right commercial model to drive growth across multiple markets and channels.

The project: I led product marketing across the UK, US and South Africa, growing organic traffic 11x and launching paid advertising to scale direct-to-consumer sales. The focus shifted to partnerships with major healthcare plans and brands to drive demand at scale.

Outcome:

  • Revenue up 4x

  • +900% orders across three markets

  • +825% orders & -76% cost per order from paid search

  • 97% member retention on prescribed HRT

  • 11x organic traffic growth within 12 months

  • +50% of monthly active users complete a lesson

  • Clients included United Healthcare, OptumRx and Discovery. For partnerships, see Noom and Kaia case studies

App screens of medication information and illustrations
app screens showing waves, people talking and HRT medication
app screens showing woman's faces who are on an expert panel
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