From Convenience to Urgency

Challenge:

Planned Parenthood's four state telemedicine pilot was struggling. The target audience wasn't using it, and leadership wanted to see results.  

My Approach:

Data analysis and customer discovery revealed the fundamental issue: we were targeting busy women in their 30s-40s for routine care, but they were satisfied with their providers. Meanwhile, Planned Parenthood’s core audience wanted telemedicine for urgent, in-the-moment needs such as UTIs or last minute birth control prescriptions.

Solution:

Completely revised the service offering - removed at-home STD testing, added UTI care, and launched asynchronous telemedicine for 24/7 access. Returned to targeting Planned Parenthood’s core audience of 18-28 year olds. 

Result:

50% increase in monthly video visits. Asynchronous service launch that exceeded expectations by 400%. Pilot ready to scale nationally.

Systems Impact:

Transformed how Planned Parenthood thought about telemedicine from "convenience care" to "urgent access care" - a shift that informed their national digital health strategy.