Oova, a leader in at-home hormone health monitoring, partnered with Scout Lab to establish itself as the authority in fertility and perimenopause, a space often overlooked in healthcare. The goal was to increase visibility, consumer trust, and clinical credibility through strategic communications, thought leadership, and media engagement. Despite growing demand for hormone health solutions, the conversation remains fragmented, leaving many without the knowledge to navigate their reproductive health.
To address this, Scout Lab implemented a communications strategy that positioned Oova as a category leader. The team differentiated Oova from competitors, securing the largest share of voice in the industry while integrating political messaging to respond to evolving policies in women’s healthcare. Media outreach focused on educational storytelling, leading to features in PopSugar, Flow Space, and First for Women. Oova was named a top product by Women’s Health, Yahoo Life, Fortune, and Health.
Scout Lab also bolstered Oova’s clinical credibility, securing coverage of two research studies in Medical News Today and placing The State of Perimenopause report in Reckon Media, First for Women, and Hello Magazine. Oova’s CEO, Dr. Amy Divaraniya, was positioned as a thought leader with features in The New York Times, PopSugar, and Flow Space, alongside appearances on 13 podcasts. These efforts significantly expanded Oova’s media presence, reinforcing its role as a trusted leader in hormone health.
Scout Lab developed a comprehensive communications strategy to position Oova as the leader in hormone health, with a focus on consumer education, clinical credibility, and thought leadership. The goal was to increase awareness of Oova’s at-home hormone monitoring products, elevate CEO Dr. Amy Divaraniya as an expert in the field, and drive meaningful conversations around fertility and perimenopause—topics often overlooked in mainstream media.
The execution began with securing top-tier media placements to educate consumers on hormone health while differentiating Oova from competitors. Scout Lab crafted compelling narratives that underscored Oova’s scientific rigor and real-world impact. These efforts led to 25 high-profile feature stories in outlets such as PopSugar, Flow Space, and First for Women, while Oova was named a top product by Women’s Health, Yahoo Life, Fortune, and Health. To further build credibility, we leveraged Oova’s research findings, securing placements in Medical News Today and other respected health publications.
A key challenge was overcoming the lack of awareness and misinformation about perimenopause and fertility. Many consumers didn’t know what hormone tracking entailed or how it could empower them. To address this, Scout Lab prioritized educational content in media outreach, ensuring that each placement not only featured Oova but also provided valuable insights into hormone health. Additionally, Oova’s impact was organically amplified by high-profile figures such as Samantha Harris and LeAnn Rimes, who independently reached out to Oova, used the product, and shared their experiences with their combined 1M+ social media followers—further validating Oova’s credibility and broadening its reach.
Beyond traditional media, Scout Lab executed a podcast strategy to reach audiences in an engaging, long-form format. Dr. Divaraniya appeared on 13 podcasts across medical, lifestyle, and wellness categories, breaking down complex hormone health topics in an accessible way. These appearances helped drive brand recognition while reinforcing Oova’s expertise.
Another major challenge was ensuring that Oova’s voice remained strong in conversations about evolving policies in women’s health. Scout Lab developed political messaging to respond to legislative changes impacting reproductive healthcare, positioning Oova as a brand that not only provides solutions but also advocates for better access to hormone health support. This proactive approach helped solidify Oova’s leadership in the space.
Throughout the campaign, Scout Lab continuously adapted its strategy based on media trends, audience engagement, and emerging opportunities. As a result, Oova achieved significant visibility, with 59 unique media placements and 1.12 billion UVM in 2024. The campaign’s success reinforced Oova’s position as the go-to resource for women navigating perimenopause and fertility, proving that strategic communications can drive both industry leadership and cultural change.
Scout Lab’s communications strategy for Oova successfully positioned the brand as the industry leader in hormone health, surpassing competitors in share of voice and driving widespread consumer and clinical awareness. In 2024, our efforts secured 25 high-profile features, 13 podcast appearances, and 59 unique media placements, resulting in 1.12 billion UVM.
By leveraging media relations, thought leadership, and educational storytelling, we amplified Oova’s impact across mainstream and niche health publications. Oova was named a top product by Women’s Health, Yahoo Life, Fortune, and Health, reinforcing its credibility as a trusted leader in fertility and perimenopause care. Additionally, we secured coverage in PopSugar, Flow Space, and First for Women, ensuring that Oova’s message reached both health-conscious consumers and those actively seeking hormone health solutions.
Beyond media placements, our strategy sparked organic engagement from influential figures, including Samantha Harris and LeAnn Rimes, who independently reached out to Oova, used the product, and shared their experiences with their combined 1M+ social media followers. This authentic validation further expanded Oova’s reach and credibility.
On the clinical front, Oova released two research studies, which led to features in Medical News Today and Reckon Media. CEO Dr. Amy Divaraniya emerged as a thought leader, contributing expert insights to The New York Times, Flow Space, and PopSugar, while also being named a Notable Leader in Healthcare by Crain’s New York Business.
By achieving widespread media visibility, reinforcing clinical credibility, and igniting cultural conversations about hormone health, our work ensured Oova’s leadership in the space.
