• by Les Luchter , March 5, 2024

Five-year-old women’s sexual wellness app Rosy today transforms into an overall women’s health app and expands its content to include “Quickies” – more than 75 free educational videos from healthcare providers ranging from ob/gyns and nurse practitioners to mental health experts and pelvic floor physical therapists.

Rosy is supporting the Quickies launch with a paid ad campaign, consisting of social media GIFs and videos running on Meta platforms through CBSocial, and on Google/YouTube through GoAmplify.

The GIFs and videos feature 12 separate messages in rapid succession, ranging from the condition-specific “Help me with migraines in a quickie” to the more general “Help me with my health in a quickie.”

Other messages focus on topics including stress, anxiety, menopause, low desire, endometriosis, vaginal infections and fibroids.

All the above are areas of health in which women need “access to curated, evidence-based resources,” Dr. Lyndsey Harper, an ob/gyn who is Rosy’s founder and CEO, tells Marketing Daily. Other conditions will be added to the ongoing campaign  “for different disease states…over time.” The number of Quickies themselves will also be expanding.

Dr. Harper says the Quickies “interact like a Reel would on Instagram. You can look through topics, tap on one, and get a really short and informative, consolidated piece of information between one to five minutes [long].

Anyone “who takes care of women in a professional health setting can come on the platform and create Quickies on topics of their choice,” she explains, but the Quickies don’t go live until she and a team of two other physicians vet the HCP’s credentials, check out their websites and social media, and “make sure they are purveyors of evidence-based health information.”

The Quickies don’t allow HCPs to promote their own practices or any products or services, but the HCPs are compensated for each accepted video, with Harper declaring that “if we want high-quality content…we need to be paying for their expertise and their time”

For consumers, while Quickies and various other content are free, they can also subscribe to monthly Rosy subscription plans, ranging from $10 for additional educational content and a daily wellness plan, to $50 which adds group coaching and workshops, to $150/month which adds individual coaching.

Another revenue source for Rosy is what Dr. Harper terms B2B pharma partnerships, which began recently with Roche and will include additional sponsorships being announced soon.

These fund the “spread of evidence-based information about certain health problems that women face” but they are “not branded in terms of specific medication.”

Dr. Harper says the expanded Rosy is designed to be a single platform offering “lifespan support for women’s health.” Backing up that claim, she points out that the age of Rosy users – and there have been 250,000 to date -- already ranges from 17 to 91.

The aim of Rosy, she says, is to provide women’s health resources for “everything a physician can’t do in her office,” with a focus on behavioral change. Those resources range from cognitive behavioral therapy-based exercises, to lifestyle reflection and modification, to peer communities. “It’s out-of-office support for both women and their healthcare providers.”