Case study: How Hertility’s data-driven marketing success is revolutionising women’s healthcare
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We spoke with Charlotte Ponnelle, Hertility's Brand and Comms Lead in the UK, about how their data-driven strategies are fuelling the ‘ReProductive Revolution’ to position them as leaders in women's healthcare.
- Hertility is on a mission to inform women about their bodies and empower them to take control of their life choices
- Tracksuit's data shows that off the back of a high-profile 2024 ReProductive Report, Hertility has been seen a whopping 16% increase in being known as an advocate for women’s health and 14% growth in brand trust
- Hertility's brand metrics have also been growing as a result of report, with awareness increasing 3% (~421K people), investigation growing by 4% (~417K people), and preference increasing by 2% (~186K people).
The healthcare system has often neglected women's health, dismissing female bodies as too complex to understand and excluding them from scientific research. But Hertility is here to change that by bringing the latest reproductive science out of the lab and into the hands of all women to give them absolute clarity into what's going on in their bodies, at last!
How is Hertility transforming women’s healthcare? 💖
Hertility is here to empower women through next-generation diagnostics and care, all the way from menstruation through menopause. Whatever the results of their at-home tests, their team of renowned women’s health experts will have answers. But the future of women’s health isn’t going to build itself and Hertility needs the help of real women today.
“Hertility is powered by real-world data from modern women. So yes, of course gaining awareness is a commercial driver but also, crucially for us, with every new person we reach who uses Hertility, the more anonymised data we have to fill gaps in scientific research and fuel product innovation based on the needs of real women,” said Charlotte Ponnelle, Hertility's Brand and Comms Lead.
“Even if they aren’t ready to test, reaching them with evidence-based education is of paramount importance to us in a world of mis-information,” she adds.
Founded in 2019 by tenured lecturer and leading women’s health expert Dr Helen O’Neill with her Co-Founders Ovarian Biologist Dr Natalie Getreu and her twin sister Deirdre O’Neill, a venture capital lawyer with a Masters in Medical Law, Hertility is built by women, for women and powered by data (and an all-female research team) to raise the standard of scientific rigour in women’s health.
Using data to pivot the marketing strategy 📈
Following an out-of-home campaign with JCDecaux’s Nurture Programme, which showcased beautiful imagery of real women’s bodies paired with eye-catching messaging around empowering women to embrace, celebrate and demystify their hormones, the Tracksuit data showed the team’s efforts were increasing awareness.
However, there was room for improvement around Hertility being perceived as being an advocate for women’s health and a brand many people trusted, as these statements are drivers for the category.
Charlotte explained, “The Hertility brand is relatable - we say it’s like you’re with your gynae on the sofa in your pjs! And we’ve done that on purpose to reach as many people as possible but what we also need to get across is our scientific integrity, how we’re fully regulated and how we’ve been created by, and in partnership with, some of the best minds in women’s health.”
“So, we pivoted the marketing strategy to focus on trust and authority by spotlighting our founders and clinicians at conferences and on podcasts such as Grace Beverely’s ‘Working Hard, Hardly Working’ and Caggie Dunlop’s ‘Saturn Returns’ to educate and inform our target audience,” she added.
“We also released our 2024 ReProductive ReportOpens in new tab which showcased the research findings from our dataset, which was picked up in top tier press such as The Guardian, The Telegraph and The Times as well as being interviewed on Sky News. And finally, we forged a partnership with Cult Beauty to raise funds (and awareness) for our research into black women’s health research,” she shared.
This strategic shift led to a significant uptick in investigation and usage, supported by a 16% increase in recognition as an advocate for women’s health and a 14% growth in being a trustworthy brand.
In terms of brand metrics over this time, wins were seen for Hertility across the entire marketing funnel: awareness grew 3% (~421K people), investigation grew 4% (~417K people), and preference grew 2% (~186K people). To move the needle on so many metrics at once with one marketing campaign shows just how impactful the Reproductive Report was.
The power of tracking 🎽
Hertility’s success illustrates the effectiveness of understanding data to guide audience engagement from awareness to consideration. Their data-driven decisions have enhanced marketing effectiveness across the entire funnel, demonstrating the importance of evolving strategies to meet audience needs. Charlotte says:
“When working in a company like Hertility that is driven by data, it was amazing to be able to bring this precision to the brand. We’re thrilled with the results and can’t wait to see what the next quarter brings!"
Thanks so much to Charlotte and the Hertility team for sharing your clever marketing brains with us!
Follow their journey to becoming synonymous with women’s healthcare via their InstagramOpens in new tab and check out their latest report on the websiteOpens in new tab.
