The Femedic

Create a new health media platform for women and people with vaginas

The Femedic case study

150,000 + avg monthly readership

5 minute avg time on page

Created unique brand identity, voice, and mission within a competitive space


Content strategy, Digital insights, Editorial


Media, consumer

After noticing the same patterns of need in how women were asking questions about their health in search, alongside the same inadequacies in the content answering their questions, we saw an opportunity to create a media platform that considered the complete picture of their needs with well-researched, comprehensive, inclusive, and genuinely useful content

The solution

We undertook a thorough analysis of digital content and search data around various health topics, to identify:

  • Which core health topics had the most urgent need for high-quality information
  • Opportunities for brand positioning and differentiation: tone and voice, values, mission
  • Opportunities for gaining search visibility
  • Opportunities for emotional and tonal positioning of content: how to address the emotional and lifestyle aspects of health experiences, alongside the physical
  • Audience needs and pain points regarding various health topics — and how these progressed over time

We used our insights to create a content strategy — which uses multiple content streams to address various reader needs and a rota of medical professionals to write clinical content — and launched, which is still running and drawing hundreds of thousands of readers each month.

The investigation

Taking web content and search terms as data, we investigated:

  • Audience need and intent progression in search
  • Tone and sentiment analysis of competitor content
  • Competitive space: who are the key players and what are the opportunities for visibility and differentiation?
  • Informational coverage of health topics by competitor content: what is being included and what is being left out?

The outcome

The content strategy has been highly successful. The Femedic not only has strong readership that it has retained a number of years after launching, but has received industry recognition for its content and mission.

150,000 + avg monthly readership

5 minute avg time on page

Created unique brand identity, voice, and mission within a competitive space

The Femedic case study


"We were one of the first partners to work with The Femedic, at the early stages we could see the potential of the platform and the content plans Monica and team had outlined were both exciting and relevant to our aims. The team are really focused on giving partners full transparency on how investment is spent, and are keen to demonstrate the value of your investment. It’s been good to watch the platform go from strength to strength in such a relatively short time since launch". 

-Paul Ferron, eCommerce and Digital Marketing Manager, Nature’s Best

"Monica brought a whirlwind of energy and an injection of a much needed, common-sense approach to our marketing strategy when she joined our team at Kindred. She has provided critical direction for our business through her innovative and bespoke marketing research methods, and her output of quality work is exceptionally high. Hiring Monica will raise the bar for your entire team as they will need to race to keep up with her million-miles-an-hour thinking, and brilliantly high standards."

-Anna Anderson, Co-Founder & Director, Kindred

"After meeting and discussing our project with several freelancers, Monica really stood out.  She is extremely experienced in her field of SEO marketing, and had a great insight for what a brand should be, how a brand should sound, and how a brand should communicate with its customer base.

It was an absolute pleasure to work with Monica. She is hard working, always committed to deadlines, and really knows what she is doing. A genuine person with a wealth of knowledge and a desire to help you get to where you need to be. Can't wait to continue working with her in the future!"

-Sallar Al-Mulla, Founder, Omami

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