This episode explores the challenges and opportunities in the fertility health market, as experienced by Samantha Diamond, co-founder and CEO of Bird & Be. Against the backdrop of inadequate public health education and clunky, often triggering, existing products, Samantha highlights the lack of proactive information for women trying to conceive. More significantly, she details Bird & Be's approach, which combines educational content created by fertility doctors with scientifically-backed products sold both online and in clinics. For instance, a clinical study demonstrated a 52% increase in progressive sperm motility for male patients using their product. The company leverages social media, particularly TikTok live sessions with doctors, to address access-to-care issues and build a strong community. As the discussion pivoted to marketing, Samantha emphasized the importance of organic content and building trust through scientific evidence, contrasting this with the more visual-driven marketing of traditional CPG brands. Finally, the episode concludes with a discussion of customer retention strategies, including email marketing and product development based on customer needs and feedback, reflecting emerging industry patterns of building ecosystems around customer journeys.
