[WATCH FULL INTERVIEW ON YOUTUBE]

Marketing in the health tech space is never straightforward. But when your product is aimed at women’s hormonal health? You’re not just navigating algorithms and ad restrictions, but you’re pushing back against decades of stigma, silence, and systemic underfunding.

Today’s digital platforms often flag women's health content as ‘sensitive’ or even ‘political.’ You try running a campaign about PMS or PMDD and find yourself shadowbanned for using clinical terms. 

It’s a frustrating reality for brands working to address very real, often debilitating conditions.

But instead of shying away, Evelyn Health leans in — with boldness, compassion, and a commitment to doing things differently. 

A Community-First Approach to Women’s Health

Founded to support women experiencing premenstrual syndromes like PMS and PMDD, Evelyn Health is more than a supplement company. It’s a movement. 

At its heart is a belief that women deserve validation, non-hormonal solutions, and a safe space to talk about what’s too often dismissed as ‘just part of being a woman.’

One of Evelyn’s early (and smartest) moves was to build a private, moderated online community. Instead of dragging people to a branded app or Discord, they chose Facebook: a familiar, accessible platform where women already spend time. Every member has to agree to strict community rules before joining, and even co-founder Jared (a man!) was voted out by the community to protect that safe space.

From there, the brand grew authentically, letting real conversations guide product development and content creation. Their educational guides, some over 70 pages long, are co-developed with their audience. 

Even their marketing reflects that collaborative ethos: their Limelight campaign, which features lime green nail polish to spark conversations about PMDD, was inspired by feedback from the community.

Marketing That’s Bold, Values-Driven, and Built on Trust

And yes, they’ve gone viral. Evelyn’s guerrilla-style street campaigns, featuring cheeky, sign-waving stunts about gender health disparities, have drawn massive attention online. They’re risky, raw, and real. As Bonnie Hatcher, Evelyn’s CMO and co-founder, put it: 

“We’re not here to divide people. But if we have to ruffle feathers to get women the support they deserve? We will.” 

In a world where trust is hard-earned and easily lost, Evelyn proves that clarity, community, and sticking to your values isn’t just good ethics — it’s good marketing.

Want to hear more?

Watch or listen to the full interview with Bonnie Hatcher.