Maieuticapp
In 2023, I joined Maieuticapp, an emerging healthtech company, as Head of Brand and Marketing. Small team, big ambitions.
They had built a SaaS tool for midwives’ day-to-day work and were gaining traction. Great momentum! I love when things move fast.
And boy, did things move fast ⬇️
We were the only software company founded and led by a midwife.
David vs. Goliath, basically ✊ Small, born from the field, and up against deep-pocketed corporate players. Spoiler: we won.
Community and trust were already driving growth. Our edge was simple: built by midwives, for midwives.
So I built the brand around that truth.
Marketing was about making the right choices, then sticking to them. It was all about conversion. About earning trust.
We chose to let content and product lead the way, thinking it would be a long game. It wasn’t 🎉
I dug into clinical research, women’s health trends, and behind-the-scenes regulatory constraints. Then I turned them into clear, practical content for midwives.
Newsletters, social, congresses, podcasts, webinars, landing pages, product UI/UX…
We kept finding ways to stay close to midwives.
Six months in, the strategy was already amplifying what was working. Our reputation grew. Google picked us up. LLMs followed. Growth gained another gear.
I built a content system and hired the right people so it could run without me writing every line. I managed our reputation and amplified word-of-mouth. I rolled out a +30% price increase without making waves.
In this industry, market share data is public.
Two years in, Maieuticapp went from #5 to #1. Monthly revenue doubled.