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Dr. Amy Beckley shares how her personal fertility struggles and scientific background led her to create Proov—a direct‑to‑consumer hormone testing platform that helps women measure PdG (progesterone metabolite), LH, estrogen, and FSH at home. The test, paired with a mobile app, provides an Ovulation Score and personalized guidance, aiming to shift women’s health from reactive to proactive.
Key Insights:
- Hormone imbalance affects ~80% of women (PMS, PCOS, infertility, perimenopause). Proov enables these women to spot issues early.
- Pioneer in FDA‑cleared PdG testing and companion app delivering quantitative hormone data.
- Early adopters came from fertility awareness communities—not what Amy expected, but critical to traction.
- Healthcare is not proactive—Proov aims to fill that gap with data, empowerment, and streamlined care via digital prescription options.
- Business strategy: Lean launch, Amazon traction, VC funding, packaging, internal app team (rather than outsourcing), community listening.
Why It Matters for DTC & Founders:
- A real example of transforming personal pain into scalable DTC medical tech.
- Demonstrates the push-and-pull between Amazon's convenience and owning the customer via an app/email funnel.
- Exemplifies iterative product development, regulatory rigor, and educational storytelling in complex health markets.
Timestamps:
00:00 — Breaking Healthcare & The Birth of Proov
02:00 — Amy’s Journey: Miscarriages, Science & Building the Product
04:00 — Understanding Hormones, Fertility & Proactive Testing
08:00 — Fertility Challenges, IVF Costs & Industry Gaps
12:00 — Finding Early Adopters & Gaining Traction Through Communities
16:00 — Birth Control, Hormonal Imbalances & Long-Term Impacts
20:00 — Fundraising, Amazon Strategy & Owning the Customer
26:00 — Marketing Challenges, Education & Growing Awareness
30:00 — Building the Proov App & Scaling Technology
32:00 — Future Growth Plans, Proactive Hormone Health & Mission
Hashtags:
#DTCpodcast #Proov #FertilityAwareness #HormoneHealth #WomenInBusiness #HealthcareInnovation #DTCbrands #AmazonStrategy #StartupGrowth #WomensHealth
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