Rosy Wellness

Full website
copy

Landing
page

Email
copy

In-app
copy

Brand
messaging

“With her help, we were able to create a more cohesive brand message across all our assets.
I’d recommend her to anybody.”

Hailey Thompson
Director of Marketing
Rosy Wellness, Inc.

“Working with Kayla was an amazing experience. She is always prepared, professional, and easy to work with. She asks thoughtful questions to understand the purpose behind the copy and how it affects business and marketing goals, which I think is really important.

Her work product is fantastic and requires minimal editing, which saved us a ton of time. There’s always a concern with finding an external person who’s able to speak to your brand and understand what you’re trying to do, but that has not been an issue at all.

With her help, we were able to create a more cohesive brand message across all our assets. I’d recommend her to anybody.”

PROJECT OVERVIEW

Rosy is an evidence-based women’s health app. We collaborated as Rosy grew from an early-stage start-up to a nationally recognized, award-winning women’s health brand referred by over 9,000 healthcare providers.

The team reached out as they were shifting their product and positioning from women’s sexual health solutions to comprehensive women’s health support — including areas such as cervical cancer, migraine, menopause, bone health,
weight management and more.

They hired HealthTech Hype to roll out their new brand messaging across marketing channels with clear, consistent, and conversion-focused copy.

A few months after they launched their website with the new copy, it converted at over 30% (10x the industry average for health and wellness websites!)

THE “BEFORE”

Before working together, multiple team members were writing Rosy’s copy.

As the team juggled a billion other things, copy wasn’t the top priority – but they realized it needed to be. Particularly as they entered a new phase of commercial partnerships and expanded content production.

They sought out support in clearly communicating their new brand message that encompassed the multi-faceted nature of women’s health.

OUR APPROACH

To pinpoint and effectively communicate Rosy’s new, expanded brand message across their marketing assets, we:

✓ Interviewed the founder and marketing team

✓ Reviewed their customer research

✓ Conducted market research to pinpoint differentiation opportunities

✓ Analyzed how the target audience communicates about common women’s health concerns in forums like Reddit

✓ Tested the app

With Rosy’s new website copy, we brought out their value proposition
as the only all-inclusive, evidence-based solution to support women’s health
throughout all stages of life.

HERO SECTION: BEFORE

HERO SECTION: AFTER

KEY CHANGES

✓ Amplified social proof via awards won, testimonials from women’s healthcare providers, and strategically placed customer testimonials with the specific feature they were referring to.

✓ Transformed language describing the features into customer-focused benefits.

✓ Mirrored the “voice of the customer” in how women describe problems and desires.

✓ Used a variety of calls-to-action (Download For Free) and calls-to-value (Show Me What’s Inside) to prompt visitors to explore the website and download the app.

✓ Overcame objections with anxiety-reducing copy.

THE END RESULT

Rosy’s new messaging and website copy helped them achieve conversion rates that were far above the industry standard in the health space:

✓ 32% conversion rate on the campaign landing page (6.2x the industry average)

✓ 30.42% conversion rate on the website (10x the industry average)

✓ Tripled app engagement with a new email sequence

✓ Increased efficiency, clarity, and confidence in the messaging and copy

✓ Cohesive brand message across all marketing assets

Beyond that, as Rosy expanded into a comprehensive women’s health platform, major players in healthcare and pharmaceuticals noticed. Rosy secured key partnerships with pharmaceutical giants Pfizer and Roche, along with leading women’s health brands like Natural Cycles.

Following the rebranding, we collaborated on an ongoing basis to create and promote evidence-based content on vital health topics. The content reached thousands of women and delivered measurable outcomes — including increasing confidence speaking about GLP-1s with healthcare providers by 21%, identifying 2× more undiagnosed migraine patients, and driving a 44% increase in treatment-seeking behavior for menopause.

See Rosy’s new homepage here 👇

(You might want to zoom in)