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Monetization & Conversion
Launch a new in-app stories feature valuable enough to convert free users to paid premium plans.
Case Study
Flo
Femtech Leader
Flo is the world's leading women's health app, used by over 380 million people worldwide. As of November 2024, Flo has over 70 million monthly active users, making it a powerful force in the digital health space.
✦ education that actually converts
Challenges
From awareness to conversion at scale
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Safe, Daily Content
Produce high-frequency pregnancy and health stories that are educational, friendly, and never fear-based.
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Operational Scale
Recruit, vet, and manage specialist writers to support large daily output for both freemium and paid content tracks.
Approach
Outsourced content leadership
01 / 03
Team Building
Built and managed a specialist team of 20+ writers across mental health, recipes, exercise, sexual health, and medical topics.
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Content Strategy
Led the pregnancy-track strategy end-to-end, collaborating with medical professionals for accuracy, tone, and empathy.
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System Management
Oversaw the full story engine and editorial workflow, ensuring every piece shipped consistently and on-brand.
Results
A system that still runs
✦ a content system ready to go
Live
Story system still active in Flo app
20+
Specialized writers assembled and managed
The primary outcome was an enduring content system. The full story pipeline we designed remains a core feature used by millions of users every day.
We also left behind an operational asset: a trained and managed creator network with clear workflows and a vetted database for future scale.
