In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Jacqueline Parisi, Head of Marketing at Elektra Health. Elektra Health is revolutionizing women’s healthcare by providing comprehensive menopause care through telemedicine, combining clinical treatment with wraparound support services like menopause doulas, education, and community. Operating primarily in New York and Connecticut, they’re tackling the massive gap in menopause care where only one specialist exists for every 26,000 U.S. women, and 70% of women seeking care don’t receive treatment. Through strategic insurance partnerships and localized marketing, Elektra Health has achieved network coverage for four out of every five New York women while becoming the first virtual menopause provider to accept Medicaid and Medicare.
Topics Discussed:
- Building a data-driven marketing culture in healthcare
- Navigating complex insurance partnerships and state-by-state expansion
- Marketing in emotionally charged healthcare categories
- Balancing consumer acquisition with B2B health plan relationships
- Scaling localized marketing strategies
- Differentiating in a crowded emerging market
- Managing information overload in newly destigmatized health categories
Lessons For Consumer Marketers:
Treat Every Marketing Initiative Like a Measurable Experiment
Drawing from her HelloFresh experience, Jacqueline emphasizes backing every creative decision with metrics, even seemingly unmeasurable brand plays. For print magazines in meal kits, they used QR codes with UTM parameters and gamified content with answers in following weeks’ boxes to track retention impact. The key isn’t perfect measurement
