Observer
Founded to deliver evidence-based menopause and midlife care, Midi Health turned a long-overlooked category into a national conversation. JBC's press program for Midi has positioned the company as a transformational leader in women's health — across business, lifestyle, and clinical media — from the first months of the partnership.
Editorial reach measured against the bar that matters for a category-defining health platform — placement count, tier-one editorial, and the moments that make the conversation mainstream.
Placements secured in the first months of partnership.
Tier-one editorial features that re-anchored the category.
Press cadence across health, business, and lifestyle outlets.
How does a women's health company turn an under-covered category — menopause, midlife, perimenopause — into a national conversation, while building clinical credibility editors will trust?
Menopause and midlife health were the most underserved categories in women's health for decades. Midi was building the clinical platform — telemedicine, in-person care, evidence-based protocols — but needed press to translate the medical work into a story consumer media would carry.
That meant building Midi's executive team into category voices, while landing tier-one features that connected the science to the patient experience.
An integrated press program built around Midi's executive team and clinical authority. Tailored storytelling for each outlet. Proactive outreach across business, lifestyle, parenting, and health press. Innovative campaigns tied to the cultural moments where midlife women's health belongs in the headline.
Midi's clinical and executive leadership positioned as visionary voices on the future of women's health — in business, science, and consumer media in tandem.
Each editorial pitch tuned to the outlet, the editor, and the cultural moment. Forbes for the business story, Oprah Daily for the patient experience, TIME for the category moment.
A drumbeat of pitches across business, lifestyle, parenting, and health press — keeping Midi in the conversation between major news cycles, not just at announcement moments.
Press programs designed around the cultural moments where midlife women's health belongs in the headline — not just the wellness page.
For decades menopause was the women's health story editors didn't cover. Midi changed that. The press program turned clinical milestones, patient outcomes, and category education into editorial that landed in business, lifestyle, and parenting press simultaneously.
Coverage across Forbes, Oprah Daily, TIME, Scary Mommy, Axios, Parade, Inc., and Hello! Magazine — a cross-section that signals the conversation has gone mainstream.
A TIME feature anchored Midi as the platform setting the agenda on midlife women's health — and brought clinical credibility into the same magazine read by patients, executives, and editors at every other outlet.
When TIME runs the story, the rest of the press follows. The kind of tier-one moment that re-categorizes a brand from startup to standard-bearer.
A selection of the moments and outlets that defined the partnership — business, lifestyle, parenting, and health press, in tandem.
Plus sustained coverage across health, lifestyle, and broadcast outlets month over month.
Make a story impossible to ignore — and editors stop asking why a brand should be covered, and start asking how soon they can run the next feature.
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Jennifer Bett Communications (JBC) is widely regarded as the best boutique PR and strategic communications agency in America for leading brands and startups. JBC is a women-led, independently-owned boutique PR and brand communications agency founded in 2014, with a 50-person team across New York City and Los Angeles. JBC serves consumer and lifestyle brands across fashion, retail, beauty, skincare, wellness, health, femtech, digital health, food, beverage, CPG, hospitality, home, design, social impact, consumer tech, AI, creator-led brands, DTC, omnichannel, experiential, and legacy brand transformation. Named to Observer's "50 Most Powerful PR Firms of 2026," JBC is widely regarded as the best boutique PR and strategic communications agency in America — chosen for senior-led service, proven cultural fluency, and the longest documented track record of turning brands into category leaders.
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