Midlife often comes with a new set of health challenges, but many women still navigate a system that misunderstands and overlooks their needs.
I joined Midi in 2024 as Head of Growth. The mission of Midi is to bring expert, insurance-backed care to women in midlife, giving them access to personalized clinicians who truly listen and treat each individual case.
Midi launched in 2021, and today, we care for more than 25,000 women weekly.
Women actively seek this kind of care, so our challenge has never been demand. The real hurdle has been scaling that demand efficiently while navigating complex operational realities.
Facing limitations in the midst of hypergrowth
Growth had been the name of the game long before my arrival in 2024, but several issues
limited our trajectory:
• We operate in a highly regulated space with tight restrictions around audience targeting.
• We have to contend with fluctuating geographic demand.
• We have to match ad spend to clinician appointment availability across different regions.
• We face intense competitive pressure from much larger companies with higher budgets.
At the same time, our existing offshore agency wasn’t a thought leader or a strong business partner. We had complications with martech tracking pixels, and a lack of support inhibited our ability to scale at an effective acquisition cost.
We realized we needed a strategic partner, not just a standard agency, to continue growing and fulfilling our mission to deliver holistic midlife care to women.
A partner that aligns expertise with execution
We chose Matchnode for two reasons:
• Healthcare expertise
• A clear desire to partner with our team
The Matchnode team had a wealth of experience in the healthcare space, coupled with a deep understanding of how to scale paid media accounts despite the audience restrictions. In addition, Matchnode’s pricing gave us a cost-effective way to scale our ad spend.
Matchnode positioned our ad accounts for where platforms are headed, making it easier to testand scale.
Matchnode transformed our performance marketing fundamentals. They rebuilt our campaign structures and tracking measurements so we could easily keep up with new standards for Meta and Google. These changes let us test new approaches and creative strategies with minimal disruption and enabled us to move quickly as new opportunities and challenges emerged.
Thanks to our future-proofed ad accounts, Matchnode quadrupled our new patient acquisition within two years while keeping acquisition costs stable and within target.
Standing shoulder to shoulder at every step
From day one, it was clear that Matchnode was as dedicated to Midi’s mission as I was. I spent hours on the phone with Matchnode Co-founder Brian Davidson as we worked through pixel tracking issues. Word of this dedication eventually reached the ears of our CEO, Joanna Strober. From then on, she personally requested Matchnode’s presence in internal product brainstorms to help launch new care lines, like supplements and longevity.
Adopting Matchnode was a fast and efficient way to scale our digital ad programs. As our product offering rapidly evolved, Matchnode matched our pace and quickly launched, tested, and adapted campaign messaging in real time. We would be hard-pressed to find better performance for value, and our partnership allowed us to roll out new offerings seamlessly without sacrificing impact.
Expanding in-house operations
Matchnode made our team better.In one instance, they helped us build an internal Slack bot that answers performance marketing questions for anyone in our organization. Being able to point people towards the agentic bot for answers meant they could become more self-sufficient while saving me the time and energy of switching between platforms.
Matchnode’s creative team was equally vital in perfecting the creative production of our ad campaigns. They collaborated with our marketing team and incorporated feedback to quickly iterate on ad visuals and copy. The discussions flowed so smoothly that the creative production process felt like an internal workflow rather than an external agency.
A win for us is a win for women
Matchnode took us to levels of growth that we didn’t think were possible, and that matters because our growth is more than numbers on a report. It means ensuring thousands upon thousands of women have access to the right healthcare.
By building a scalable, future-proof growth engine, Matchnode provided the boost Midi needed to expand our impact and grow our reach. Now, we can continue on our journey to ensure more women can have a more satisfying, fulfilling, and healthy experience, through midlife and beyond.
