Turning a Femtech Founder into the Leading Voice in a Taboo Category

Client

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Peony Li

Founder, Jude

Audience:

• Consumers (women 40–80)
• Clinicians, researchers, health experts
• Talent, partners, media

Use case:

• Build trust in a sensitive, underfunded category
• Establish category authority
• Attract talent, partnerships, and media

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The Problem

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Peony was building one of the most ambitious companies in women’s health, but her personal brand wasn’t reflecting that.

Before Kurogo:

• She had worked with another agency, but the relationship had broken down
• The output lacked alignment with her voice and ambitions
• Her content wasn’t consistently building authority or trust
• There was no clear positioning strategy behind her

Especially important given the importance of trust, credibility, and belief in health-releated purchasing decisions.

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Why She Came to Kurogo

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Peony had clear goals from the outset:

• Build trust in a taboo category
• Position Jude as a science-led, credible brand
• Become a recognised voice in women’s health innovation
• Attract:
  • Top-tier talent
  • Clinical partners
  • Media and podcast opportunities

She didn’t want:

• Performative content
• Overly promotional posts
• Or anything that felt inauthentic

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Our Diagnosis

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We recognised this was a positioning challenge in a sensitive, misunderstood category.

Key barriers:

• Bladder health is still highly stigmatised
• Consumers are sceptical of supplements
• Clinicians are wary of commercial health brands
• The category itself lacks funding and awareness

At the same time:

She had unfair advantages:

• Clinical trials and real-world evidence
• A 150K+ community
• Deep personal story and mission
• Strong scientific backing

How that credibility was communicated and perceived was the key.

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Our Approach

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Step 1: Positioning Before Posting

We built a strategy designed to position Peony as a science-led femtech founder building a new category in public.

We built out promise, proof and packaging strategies that positioned her as a trusted and experienced leader in the industry with new perspective.

Promise

• Educate and reshape how people think about bladder health
• Share innovation, research, and lived experience

Proof

• 1M+ bottles sold
• 300K+ women supported
• Clinical trials and research investment

Packaging

• “Bladder health is a strength category, not a shame category”
• Science-led, but community-first
• Challenger to outdated healthcare narratives

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Step 2: Multi-Audience Strategy

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Unlike most founders, Peony wasn’t speaking to one audience.

We built content for three:

1. Consumers
   • Education, trust, stigma reduction
2. Clinicians & researchers
   • Evidence, trials, scientific credibility
3. Talent, media & partners
   • Vision, leadership, category opportunity

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Step 3: Content That Builds Authority and Trust

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We translated positioning into four core pillars :

• Industry expertise (science, research, myth-busting)
• Founder story (personal journey, credibility)
• Business milestones (traction, progress, scale)
• Community (real stories, impact, support)

This allowed us to balance:

• Credibility → for clinicians and partners
• Relatability → for consumers
• Vision → for talent and media

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Step 4: Tone & Execution

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We aligned everything to a very specific tone:

• Credible
• Calm
• Warm
• Intelligent
• Non-performative

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The Results

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Before Kurogo

16,102 followers

87,629 total impressions over the last 90 days

Limited engagement from clinicians, partners, and talent

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After 60 Days of Posting

• 196,727 total impressions
• 224% increase in visibility
• 1,500 new followers

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After 90 Days of Posting

• 521,310 total impressions
• 500% increase in visibility
• 12,697 new followers

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Audience Quality Shift

• Increased engagement from:
  • Clinicians and researchers
  • Femtech founders and operators
  • Media and podcast hosts

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Commercial & Strategic Impact

• Increased inbound for:
  • Podcasts and media
  • Partnerships and collaborations
  • Talent applications
• LinkedIn became a key hiring and brand trust channel