Digital healthcare marketing is a complicated category. Then you add concepts like telehealth and menopause, and you’ve got a quagmire of complexity. Much of our work with Gennev — and with a lot of our clients, we’re finding — was to simplify that complexity. First, we made signing up for Gennev’s telehealth platform a clear, straightforward, patient-centric experience. After rethinking the Gennev workflow to remove barriers to entry,

A strong, warm visual identity and custom iconography help create a trustworthy consistency. Real, relatable portraits reflect the diverse community of people who will go through menopause. Informative, approachable, outcome-oriented language establishes Gennev’s tone as a benchmark for what a bedside manner can and should be. Above all, we wanted users—patients and their family members, employers, and healthcare providers—to know they were in the right place and that if they had questions about menopause, Gennev had answers. While we were building Gennev’s new site to make sure all that was possible, we made interim updates to their existing one to provide the best possible experience to anyone seeking menopause information or care.

Building credibility 

A marketing website is crucial for establishing a brand’s legitimacy. This is true for any company, but it’s particularly important for brands that aren’t yet household names, brands that are working in sensitive industries like healthcare, and brands that are trying to normalize the conversation around taboo topics like menopause and women’s health—in other words, brands like Gennev. We wanted users to feel like they were in knowledgeable, caring hands from the moment they landed on Gennev’s new marketing website. One of the ways we did that was through a shift in perspective, moving away from, “this is who Gennev is” towards, “let’s treat the symptoms you’re facing.” We clarified and front-loaded the registration process through streamlined language and clean graphic elements. And we gave visitors easy access to a searchable library of resource articles, reviewed by Gennev’s medical experts. 

Demystifying menopause

There are over 40 symptoms associated with menopause, from the well-known—hello, hot flashes and irregular periods—to the not-so-much. (Did you know that nearly a third of women will be diagnosed with a major depressive disorder in midlife?) Given that menopause is not a thing we talk about as a society, when it hits, it can be an incredibly confusing, destabilizing, and scary time, to the point that many women start their menopause research journey by Googling “Am I dying?”. We reorganized and restructured Gennev’s deep vault of menopause resources to present users with easy-to-digest information at every step of their journey.

Ensuring compliance

In the world of digital healthcare marketing, ensuring compliance is table stakes. But it’s also a dense alphabet soup of regulations, agreements, and standards: HIPAA, HITECH, BAAs, PII, PHI—the list goes on. Like most care platforms, Gennev needed a little help navigating the terrain. We helped them vet, audit, interview, and implement different vendors, including analytics providers, A/B testing tools, and form managers. We partnered with Unified Women’s Healthcare, Gennev’s parent company, to mitigate compliance issues and eventually became so well-versed in HIPAA website development and ADA website design that we became a trusted source of advice for their compliance team.