Joanna Strober, Midi Health CEO, on the menopause Tupperware parties that built a unicorn

Joanna Strober, CEO of Midi Health, joins Chrissy Farr to talk about building one of the first scaled companies in women's midlife health, and why the category didn't produce a unicorn until this year despite an obvious market need. They cover Midi's "B2B for show, B2C for dough" strategy, how a 150-patient pilot turned a hormone-access company into a full primary care business, and what changed when Joanna posted a public apology to patients on LinkedIn after a patch shortage overwhelmed the company's support team.—SPONSOR: Baker Health🩺 This episode is brought to you by Baker Health. Evidence-based medicine and real holistic care, under one roof, with labs, results, and 24/7 live doctor chat all in one app.Download the Baker Health App: https://linktr.ee/baker_health Learn More: https://www.bakerhealth.com/  The only practice in NY & NJ where you can text your doctor directly and get same-day reservations.Make a Reservation: https://reservations.bakerhealth.com/medical?utm_source=lifers —LINKS: Midi Health: https://www.joinmidi.com/Chrissy Farr on YouTube: https://www.youtube.com/@LiferswithChristinaFarr Chrissy Farr on Instagram: https://www.instagram.com/cfarr/ Subscribe to the Second Opinion Newsletter: https://secondopinion.media/ Chrissy’s Book: The Storyteller's Advantage: https://www.chrissyfarr.com/books —FOLLOW:Joanna:https://www.linkedin.com/in/joannastrober https://x.com/joannastrober  Chrissy:https://www.linkedin.com/in/christinafarr/ https://x.com/chrissyfarr —TIMESTAMPS:(00:00) Lead In(00:38) Intro(02:14) Joanna's founder journey(04:27) Lessons from Kurbo(06:23) Why women's health is hard(08:12) Midi's D2C brand bet(12:30) What Midi actually treats(14:36) Labs and diagnostics(15:51) Sponsor: Baker Health(17:06) GLP-1s and midlife weight(20:55) Funding and timing tailwinds(24:10) Founder advice: think bigger(26:43) AI to scale empathy(31:29) LinkedIn and trust building(35:42) Destigmatizing menopause(40:12) Organic marketing playbook(42:41) Expansion, AI, and research(45:22) Wrap