Closing The Sex Hormones Awareness Gap

Mira, a San Francisco-based hormone health company known for its at-home hormone monitor, sought to expand its brand from a fertility tracker to a comprehensive hormonal health authority targeting a broader female audience. The main challenge was that women not trying to conceive lacked knowledge about why understanding their hormones mattered, largely due to inadequate sex education.
We surveyed 1,500 Americans, proving that a lack of hormone knowledge significantly affected women, reflecting decades of under-researched women's health. In response, Mira launched a multifaceted PR and marketing campaign.
Step 1: Science
Mira's scientific team conducted a three-month study on the effects of female hormones on mood and well-being. The study showed a strong correlation between hormonal fluctuations and mood swings, energy levels, and overall health, and was published in leading media outlets. This positioned Mira as a science-driven company advancing women’s health research.
Step 2: Education
Using these findings, Mira launched National Sex Hormones Awareness Week to educate the public on the importance of hormone knowledge. The campaign included social media, blog articles, and collaborations with influencers and women's health experts. Mira also hosted webinars to provide in-depth knowledge about hormone impact and organized a femtech meetup to discuss the role of technology in women’s health.
Step 3: Community
Mira engaged the community by introducing the “Sex Hormones Tester” role, offering women $5,000 to test their hormones at home and document their experience. Posters with QR codes placed in San Francisco, Miami, and Los Angeles invited sign-ups, leading to over 3,000 applications and one person selected for the role.
Step 4: Partnerships
Mira partnered with healthcare providers, wellness brands, and female-focused organizations for co-branded initiatives, joint events, and collaborative content, further cementing its authority in hormonal health.
Results
The campaign successfully rebranded Mira as a hormonal health authority, driving increased website traffic, social media engagement, and product sales. Most importantly, Mira received positive feedback from women who felt more informed and empowered about their hormonal health. Mira’s strategy, leveraging scientific research, education, community building, and partnerships, established it as a leader in hormonal health, making a meaningful impact on women’s lives.