Expanding Access to Minimally Invasive Fibroid Care
PROJECT:
GTM & Growth Strategy
CLIENT:
USA Fibroid Centers
SKILLS:
Market Access Strategy, Brand Positioning, Digital & Social Media Marketing, Influencer & Community Partnerships, Patient Advocacy.
SNAPSHOT
Discover how I helped USA Fibroid Centers scale from a fast-growing women’s health practice into a national clinic network by designing a patient acquisition system integrating awareness, education, access, and payer navigation into a unified growth infrastructure.
THE CLIENT
USA Fibroid Centers offers Uterine Fibroid Embolization (UFE), a non-surgical alternative to hysterectomy for women living with symptomatic fibroids. As the practice expanded, leadership faced a common challenge in specialty care: scaling access to minimally invasive treatment while reaching Black women, who experience 3x higher fibroid prevalence, and often face delays in diagnosis and treatment.
THE BUSINESS CHALLENGE
- Low awareness and misconceptions: Many women were unaware that non-surgical options such as UFE existed and often believed hysterectomy was the only solution.
- Long and complex path to treatment: Women often lived with symptoms for years before seeking care, while insurance uncertainty, referral friction, and geographic barriers delayed access to timely treatment.
- Cultural stigma and medical mistrust: Fibroid symptoms were frequently normalized or discussed privately—particularly among women of color—discouraging many from seeking specialty care.
- Fragmented patient acquisition channels: Marketing, community outreach, and referral pathways operated in silos, limiting the clinic’s ability to convert awareness into consultations and treatment.
THE SOLUTION
I. Brand Narrative & Messaging
Launched “Your Body, Your Options,” a culturally informed campaign positioning USA Fibroid Centers as a champion of informed choice in fibroid care.
Messaging acknowledged racial and geographic disparities in fibroid diagnosis and treatment, speaking directly to women of color and addressing the fear and stigma that often prevent women from exploring alternatives to hysterectomy.
Campaign messaging was tailored for three core audiences:
- Patients and families: comparison between hysterectomy and minimally invasive options, recovery time, fertility implications, and the emotional burden of long-ignored symptoms.
- Referring clinicians: clinical evidence, safety data, and when UFE should be considered within shared decision-making.
- Payers and employers: cost outcomes and the impact of earlier minimally invasive treatment on productivity and quality of life.
II. Inclusive Patient Education Hub
An inclusive patient education hub integrating omnichannel campaigns, community partnerships, and influencer advocacy to reach marginalized communities.
Hosted Q&A sessions between physicians and real patients sharing lived experiences to address stigma and normalize conversations around painful fibroids.
Launched #FibroidFighters, a series of femvertising-driven awareness campaigns across social media and direct-response channels, featuring voices such as TV personality Shay Jackson.
Established community partnerships with referring physicians, churches, and nonprofit organizations such as The White Dress Project, expanding outreach into trusted spaces where women already sought support.
III. Payer Partnership Strategy
We established partnerships with payers to expand access to earlier, minimally invasive fibroid care, reframing insurers as strategic allies rather than administrative obstacles.
Expanded coverage footprint by working with commercial health plans to secure broader coverage for UFE, aligning benefits with current clinical evidence and treatment guidelines.
Positioned UFE as a clinically effective and cost-conscious option by presenting outcomes data on symptom relief, recovery time, patient satisfaction, and reduced surgical utilization.
Established a dedicated insurance navigation team to guide patients through eligibility, out-of-pocket costs, and financing options, reducing administrative and psychological barriers to treatment.
IV. Patient Journey-Driven Digital Foundation
Integrated the website, telehealth, and clinic workflows to create a seamless pathway from symptom discovery to treatment options.
Expanded access through a multilingual website with educational content and self-guided navigation, improving accessibility for diverse communities historically underserved in specialty care.
Enabled telemedicine consultations and triage so women outside major metropolitan areas—or those balancing work and caregiving responsibilities—could explore UFE without immediate travel.
Integrated EHR and scheduling workflows to connect consultation, imaging, and procedure scheduling, allowing patients to move through the care journey without repeating their medical history.
THE IMPACT
KEY TAKEWAYS
- Health equity–driven marketing unlocks underserved demand.
- Culturally informed narratives turn awareness into patient action.
- A unified digital foundation integrates systems and outperforms silos.
- A payer-as-partner strategy expands access and scales growth.
