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Midi: Providing Telehealth Services for Midlife Women’s Unique Health Needs

Image Credits: Midi
By: Headliners News / June 5, 2024

Joanna Strober’s journey into founding Midi began with a personal struggle familiar to many women: the bewildering experience of perimenopause. When Strober, then around 47, found herself grappling with insomnia, it took multiple provider visits and significant out-of-pocket expenses to obtain a proper diagnosis and treatment. The frustration of this experience lingered, driving Strober to delve deeper into the underserved realm of women’s midlife health.

On a recent episode of TechCrunch’s Found podcast, Strober shared her pivotal realization that perimenopause and menopause are significant yet overlooked health transitions for women. She recognized the scarcity of providers trained in addressing the multifaceted symptoms of this life stage, prompting her to launch Midi — a telehealth platform tailored to midlife women’s needs.

However, Strober’s vision faced hurdles until regulatory shifts during the pandemic expanded telehealth access in the U.S. This pivotal change enabled Midi to bridge the gap in care by delivering services directly to women, eliminating the need for arduous in-person visits.

Midi stands apart from other post-pandemic digital health startups by prioritizing long-term relationships between women and their care providers. Rather than focusing solely on rapid, one-off treatments, Midi aims to foster a sense of belonging and understanding for its users—a distinction that has resonated with investors. Recently, the company secured a $60 million Series B round led by Emerson Collective, with notable participation from Google Ventures, SteelSky Ventures, and Muse Capital.

Strober attributes Midi’s sustained growth and investor interest to its commitment to building a trusted healthcare brand centered on expert women’s care. Drawing from her prior experience founding Kurbo Health and her background in venture capital, Strober has steered Midi towards a strategic focus on addressing the diverse health needs of women during perimenopause and menopause.

With the latest funding infusion, Midi is poised to expand its offerings beyond perimenopause and menopause, encompassing areas like sexual wellness, hair and skin care, and testosterone access. Strober emphasizes that women’s midlife health is not a transient market but a significant opportunity for ongoing innovation and support.

As Midi continues to evolve, Strober remains steadfast in her commitment to providing comprehensive, compassionate care for women navigating the complexities of midlife health.

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