Brand, content & community strategy for women’s health companies*
*or any business that needs to communicate a nuanced message to a discerning audience
You have ambitious growth goals. But you need a way to achieve them that doesn’t drain your resources on customer acquisition.
I’m Lindsay Meisel. I help businesses build sustainable connections with their audiences through content and community.
My 16-year career includes a decade as an in-house head of content at women’s health companies. At Ava Women, I launched the reproductive health site AvaWorld, grew it to 3 million monthly unique visitors, and turned it into a profitable part of Ava’s overall business generating $2M annual revenue.
I also launched a fertility & pregnancy community and grew it to over 60K members. It’s still thriving, years after the company was sold.
Now, I help digital health companies grow by investing in content and community. My clients are typically:
Looking to reduce reliance on paid advertising by connecting with their audiences in a more sustainable way
Wanting to start producing content, or produce better content more efficiently
Trying to launch or monetize a community
Struggling to clearly articulate what their brand offers
My Principles
Quality content stands out
I work with brands that want to fill an information gap and offer something deeply useful to their audience. Anyone can use GPT to spit out content that sounds vaguely like what everyone else is doing. I help identify what differentiates you from the crowd and double down on that in your approach to content.
Content should support your business goals
Your content should embody your brand values, whether they’re about inspiration, education, or empowerment. But your content strategy shouldn’t be about intangible values; it should be about clear business impact. I help you develop an approach to content that explicitly supports your goals.
Community is more than an audience
The most successful communities aren’t just people gathered together in one place to listen to what your brand has to say. They’re places where people come together to help solve one another’s problems. I teach you how to co-create a community like this with your members, instilling a sense of ownership that makes your community better for your members and easier for you to run.
Be obsessively focused on the user
Whatever message you’re selling must be framed in terms of your audience’s needs and pain points. To do that effectively, you first need to deeply understand your audience: their practical and emotional needs, and in what ways they’re not being met.
“Lindsay was our first marketing hire, and from the ground up, she built our entire brand positioning, content and community strategy, and scientific communications strategy. She led a team that consistently delivered high quality, engaging content that not only resonated with our audiences but also drove massive growth.
Her strategic vision and execution enabled us to compete against much larger and better resourced competitors, and played a major role in bringing us from a small startup to a globally recognized brand.”
– Lea von Bidder, former CEO Ava Women
